89% of parents use Mumsnet to decide what's worth buying for their baby

With 51 million page views, 1 million posts, and 68% of mums owning the days out plan, Mumsnet is where families turn before they book

281 million views of Christmas conversation: Mumsnet is where Christmas decisions get made, all year round

With 96% of mums responsible for the food shop and 538 million page views, Mumsnet is where brands win the family basket

With 236 million page views of cleaning and laundry content, Mumsnet is where brand battles in this category are won and lost

With 13.8 million views, 150k posts and 4.5k threads in 2025, Mumsnet is where women are openly deciding what to do in sport and exercise

When women leave appointments with more questions than answers, they turn to the Mumsnet community for solidarity, reassurance and shared experience.

With 61% struggling to access NHS care and 73% feeling powerless when they cant, Mumsnet is where women get fast clarity and reassurance

With 159 million pageviews on toys and play conversation and an estimated 944 million in potential spend, Mumsnet puts brands in front of high-intent parents at the point of decision

With 94% of parents saying they trust Mumsnet for travel advice, its the high intent space where parents research, shortlist and book their holidays

2025 was a standout year for Mumsnet as we celebrated 25 years. Here are some of the key moments, milestones and partnership highlights

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

100% of mums run Christmas - and 32k threads plus 117m pageviews of festive content show theyre turning to Mumsnet to plan it

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

Where family plans are made: 84% of parents trust Mumsnet to guide their days out decisions

With 63% of users owning a pet and 44% buying pet products alone, Mumsnet is the perfect place to reach this key audience

Christmas remains a key topic for Mumsnet users, who are typically the main planners and decision-makers for gifting and celebrations

Mumsnet is home to financial decision-makers shaping household spending, with 93% are at least equally responsible for household finances

83% of Mumsnet users handle home improvements and DIY, driving 80.4 million pageviews on related discussions

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