We receive a staggering 25,000 posts per day on Mumsnet. By analysing this rich data set along with surveying the 20,000 parents we have on the UK’s only parenting panel, Mumsnet Voices, we deliver the latest insights and trends of the UK’s parents.
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Mumsnet 2025 Year in Review
2025 was a standout year for Mumsnet as we celebrated 25 years. Here are some of the key moments, milestones and partnership highlights…
Back to School 2025
94% of mums lead the back to school shop, and two-thirds do it completely on their own – with Mumsnet as the place they go to research, narrow down options and decide what to buy
Christmas 2025
100% of mums run Christmas - and 32k threads plus 117m pageviews of festive content show they’re turning to Mumsnet to plan it
Travel 2025 (July)
75% of UK families plan multiple holidays, and 94% trust Mumsnet for holiday advice - making it the perfect place for travel brands to reach an engaged, ready-to-book audience
Days out 2025
Where family plans are made: 84% of parents trust Mumsnet to guide their days out decisions
Christmas review 2025
Christmas remains a key topic for Mumsnet users, who are typically the main planners and decision-makers for gifting and celebrations
Money matters 2025
Mumsnet is home to financial decision-makers shaping household spending, with 93% are at least equally responsible for household finances
Home improvements 2025
83% of Mumsnet users handle home improvements and DIY, driving 80.4 million pageviews on related discussions
Wellbeing 2025
Nearly all women (99%) want to improve their wellbeing in 2025 - but significant barriers stand in the way, opening the door for brands to step up and support them
Entertainment 2025
Community platforms like Mumsnet are transforming the way audiences discover and discuss TV and film, with 93% trusting its recommendations
Travel 2025 (January)
Mumsnet is the perfect place to influence family holidays, as mums lead the planning and booking
Cold and flu 2024
Health is the second biggest topic on Mumsnet, with 205 million pageviews of health conversation in 2024
Cleaning and laundry 2024
Cleaning discussions on Mumsnet have grown 18% year on year (2022-2023) and are set to rise again
Back to school 2024
With 92% of women solely or primarily responsible for buying back-to-school items, mums continue to lead the way in preparing their children for this period
Style and beauty 2024
Mumsnet generated over £10 million in sales last year, with one in every two posts on our Style & Beauty talkboard featuring a brand or product link!
Women’s health 2024
With 134 million page views of women’s health content in 2024, Mumsnet is the go-to space for women’s health and hygeine conversations
Toys and play 2024
94% of parents research toys before buying, with Mumsnet being a trusted source for recommendations
Christmas 2024
Christmas shopping on Mumsnet is huge…with November being the busiest shopping period and £1.5 million spent in Q4 alone!
Pregnancy and baby 2024
Many of our community first discover Mumsnet when they’re pregnant, which is why every month, Mumsnet reaches 70% of mums with kids under 1 year and 57% of pregnant mums