With 32 million moms online in the US today, and the number is growing, marketers are now tapping into Web 2.0 trends—such as consumer-generated media, word-of-mouth and social networking—to capture the dialogue that takes place among women with children.
Attention: Marketers, Advertising Agencies, Portals, Retailers, Entertainment Providers, Large Corporations and SMEs and Financial Analysts.
The Moms Online report explores the many new opportunities the Web 2.0 offers marketers when it comes to reaching this vast and influential market.
Moms aren't just watching soaps on TV anymore—and to engage them online marketers must go beyond parenting sites.
Moms go online to relax, to get things done, to make their lives easier. And going online isn't something they do only after the kids go to bed. It is integrated into their daily lives. They make time for it.
Key questions the "Moms Online" report answers:
- How many moms are online in the US?
- What activities do they pursue on the Internet?
- How are moms using social networking and blogs?
- How can marketers tap into moms' word of mouth?
- And many more...
eMarketer Reports—On-Target and Up-to-Date
The Moms Online report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make smart business decisions for the future.
To download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
With 32 million moms online in the US today, and the number is growing, marketers are now tapping into Web 2.0 trends—such as consumer-generated media, word-of-mouth and social networking—to capture the dialogue that takes place among women with children.
Executive Summary
US Female Internet Users with Children*, 2005 & 2010 (millions and % of total Internet users)
Issues & Questions
The eMarketer View
Key eMarketer Numbers - Moms Online
Implications for Your Business
More Moms Online
US Female Internet Users with Children*, 2005 & 2010 (millions and % of total Internet users)
Internet Users in the US, by Gender, 2005-2010 (millions and % of population age 3+)
Internet Users in the US, by Gender, 2006 (millions and % of total online population)
US Female Internet Users* with Children, March 2005 & March 2006 (millions and % increase vs. prior year)
US Female Internet Users with and without Children*, Spring 2006 (millions and % composition**)
Internet Use among US Females with and without Children, Fall 2005 (% of respondents)
Moms Make Time for the Internet
Average Time Spent Online by US Female Internet Users with Children and All Female Internet Users, March 2005 & March 2006 (hrs:mins and % decrease vs. prior year)
Mean Hours Spent Online in the Last Seven Days by US Female Internet Users with and without Children, Fall 2005
Time Spent Online from Home in the Last Seven Days by US Female Internet Users with and without Children, Fall 2005 (% of respondents)
Hours Spent Online per Week by US Female Internet Users with and without Children*, August 2005 (% of respondents in each group)
Internet Access Locations Used by US Female Internet Users with and without Children, Fall 2005 (% of respondents)
Hours Spent Online per Week by US Female Internet Users with Children* and All Female Internet Users, by Employment Status, August 2005 (% of respondents in each group)
Attitudes toward the Internet among US Female Internet Users with and without Children, Fall 2005 (% of respondents)
Where Moms Are (and Aren’t) Online
Select Website Categories Visited by US Female Internet Users* with and without Children, March 2006 (thousands of unique visitors and % of each group visiting)
Visits to Family and Kids Website Categories among US Female Internet Users* with Children, March 2005 & March 2006 (thousands of unique visitors and % change)
Top Online Categories Visited by US Female Internet Users* with Children, March 2006 (thousands and % of total for each category)
Top 10 Websites among US Female Internet Users* with Children**, April 2006 (thousands of unique visitors and % unique audience composition)
Site Categories with the Greatest Percent Change in Visits by US Female Internet Users* with Children, March 2005 & March 2006 (thousands of unique visitors and % increase vs. prior year)
Top 10 Web Categories among US Female Internet Users with Children*, Spring 2006 (% of visitors to category)
Top Family-Oriented Websites Visited by US Female Internet Users* with Children, March 2005 & March 2006 (thousands of unique visitors and % increase/decrease vs. prior year)
Top-Performing Sites for Online Ad Awareness among Female Internet Users* Worldwide, Q4 2005 (average delta above control**)
Say Hello to Family 2.0
Chat Room and Message Board Usage among US Female Internet Users with Children, November 2005-January 2006 (% of respondents)
Visits to Community Websites Among US Female Internet Users* with and without Children, March 2005 & March 2006 (thousands of unique visitors and % decrease vs. prior year)
Why Moms Love Blogs (and Blogging)
Visits to Blog Sites among US Female Internet Users* with and without Children, March 2006 (thousands of unique visitors and % of each group visiting)
Top Blog Sites Visited by US Female Internet Users* with Children, March 2006 (thousands of unique visitors)
Blog Activity among US Female Internet Users with Children*, Spring 2006 (visitors and % composition)
Tapping into Mom Word-of-Mouth
US Consumer-Generated Online Postings, by Type, 2003-2006 (millions)
Viral Communication Behaviors of US Internet Users Interested in Childcare and Parenting, August 2005 (% of respondents)
Factors Affecting Purchase Decision among US Internet Users Interested in Childcare/Parenting, August 2005 (scale of 1-10*)
Factors that Influence US Mothers' Major Purchase Decisions, February 2005 (% of respondents)
How US Female Internet Users with Children Share a Positive Story, May 2006 (% of respondents)
Establishment of Word-of-Mouth Marketing Plans according to US Marketers, December 2005-January 2006 (% of respondents)
Importance of Word-of-Mouth Marketing in a Marketing Campaign according to US Marketers, December 2005-January 2006 (% of respondents)
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With 32 million moms online in the US today, and the number is growing, marketers are now tapping into Web 2.0 trends—such as consumer-generated media, word-of-mouth and social networking—to capture the dialogue that takes place among women with children.
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Greenberg Quinlan Rosner Research
Intelliseek
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MarketTools
Nielsen//NetRatings
Osterman Research
Simmons Market Research Bureau (SMRB)