More that a third of purchases in some FMCG categories are influenced by mobile or online content with baby and child care products topping the list.

That strongly suggests that all those mummy bloggers and Mumnsnet mothers play close attention to digital chatter and have real digital power for brands looking to influence the right people.

More than a third again also access grocery shops’ social media sites and almost 80% expect FMCG and consumer package goods brands to have an active Twitter feed.

And when it comes to Facebook, Sunday is apparently the best day for digital engagement.