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Gen Y mums are much more attached to media that connects them to other mums online - such as internet communities, blogs and video-sharing sites - suggesting they prefer to rely on peers rather than experts to help them parent, according to the study.

Mums who are members of Gen Y also are highly involved in creating their own content and show a preference for time-shifting behaviours, such as watching TV online.

Read the full story on MarketingVOX