Families with children spend more time online than members of childless households.
According to research from the European Interactive Advertising Association (EIAA) European Interactive Advertising Association (EIAA), 73 percent of grown ups with kids log on to the internet every week. By comparison, just half (52 percent) of those without children surf the tinterweb each week. The rest of the time they are overcompensating by buying outfits for the poodle, or heavy drinking.
Where are parents finding the time? When I do my infrequent spots of babysitting, I'm way too busy checking that the young 'uns are still breathing to log on. The only time off I get is toilet breaks (although with the advent of Wi-Fi, loo-based surfing is certainly viable).
According to the research, health sites are most popular with surfers who have younger kids (up to four years old). When they get a bit older (five to nine year olds), the nippers and their parents hit gaming sites together (hopefully not the sort of gaming sites that so add fulfillment to my weekend).
Then when they discover Dad's credit cards (10- to 15-year-olds), they ditch their elders but at least have the decency to get more bang for Daddy's buck by hitting price-comparison sites.
Alison Fennah, executive director of the EIAA, said: "Looking at the online habits and activities of digital families highlights just how inclusive and engaging the internet has become.
"Online has a very clear part to play in the daily lives of each and every member of the family, whether surfing solo or together as a unit."