Mumsnet

Mumsnetis a London-based internet forum, created in 2000 by Justine Roberts for discussion between parents of children and teenagers.

Media

In November 2009, several political leaders held live chats on Mumsnet in advance of the 2010 United Kingdom general election, in part due to the website's primary demographic being regarded by politicians as key floating voters, with online forums seen as arenas in which their votes could be courted.

Then-Prime Minister, Gordon Brown, and the leader of the opposition, David Cameron, both appeared on the website's webchats in quick succession, an event that was highly publicised. Conservative commentator Toby Young, in arguing that Mumsnet users constituted a minor and insignificant demographic, commented that the website's users were "Guardian-reading, laptop-wielding harpies", and that the website was "peopled exclusively by university-educated, upper-middle-class women who are only "swing voters" in the sense that they swing between voting Labour, Lib Dem and Green".