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Marketing to Moms

Mothers get efficient with the Web.

October 16, 2008 | Advertising & Marketing | Demographics

Many Internet users in the US are going online to perform common tasks with efficiency, such as researching products rather than driving around from store to store. Female Internet users with children are no exception, according to a study conducted in June and July 2008 for the Marketing to Moms Coalition by Insight to Action.

E-mail was the most popular online activity among respondents, followed by paying bills.

Not only did online moms head to the Web for product search, they also shopped for their children there—slightly more than they did for themselves.

Online Activities of US Female Internet Users with Children, June-July 2008 (% of respondents)

The data underscores the point that that moms do much more online than visit sites related to parenting. Their surfing activities extend across the Internet.

For example, more than 94% of moms ages 25 to 54 visited large corporate Websites, services sites and portal sites in December 2007, according to comScore Media Metrix. Meanwhile, 89% used search/navigation sites and 88% visited retail sites.

eMarketer estimates that there will be 35.3 million US mothers online in 2008, equivalent to 18.2% of the total US Internet population. The number will reach 39.6 million in 2012, an increase of 12% from this year.

US Adult Female Internet Users with Children*, 2007-2012 (millions)

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