Moms Online: Browsing, Researching, Buying

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Moms Online: Browsing, Researching, Buying

Report price : $ 695
Publication date : January 2008

Once upon a time, marketers advertised on daytime TV and soap operas to reach mothers. Today, more than 40% of all women who go online in the US—approximately 35 million of them—are mothers who have children under 18 at home.

The Moms Online report analyzes the changing Internet habits and decision-making patterns of this all-important consumer demographic.

Moms regularly engage in parenting-related activities online, but they are also involved in other online activities such as search, entertainment and shopping.

In fact, moms rely on the Internet for purchase decisions. Upwards of two-thirds of online moms of young children research products online, so it is critical for marketers and retailers to understand the role of the Internet in their purchase decisions.

Key questions the “Moms Online” report answers:

How many mothers are online in the US?
What types of Web sites do they visit?
How are moms using the Internet during the purchase process?
What role does search play in online and offline purchase decisions?
How does word of mouth impact moms’ shopping habits?
And many others…

eMarketer Reports—On Target and Up to Date
The Moms Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.

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

Key Questions

The eMarketer View Key eMarketer Numbers: Moms Online

How Many Moms Online? US Adult Female Internet Users with Children*, 2007-2012 (millions) US Adult Female Internet Users, by Presence of Children in the Household, 2008 (% of total and millions) US Adult Internet Users and Penetration, by Gender, 2007-2012 (millions and % of population 18+) US Adult Internet Users, by Gender, 2008 (% of total Internet users 18+ and millions) US Adult Females Who Use the Internet, by Presence of Children in Household, Spring 2007 (% of each group) Comparative Estimates: US Adult Female Internet Users with Children, 2007 (millions)

How Moms Spend Their Time Online US Mothers' Internet Usage Since Having a Child, November 30-December 3, 2006 (% of respondents) Frequency of Internet Usage according to US Female Internet Users with Children, July 2007 (% of respondents) Time Spent with Select Media according to US Female Internet Users with Children, July 2007 (% of respondents)

Types of Sites That Moms Visit

Top Online Categories, Ranked by Unique Visitors Who Are US Female Internet Users* with Children, December 2007

US Young and Expecting Mothers Who Visit Top 10 Web Sites, January 2008 (unique visitors and composition index)

Browsing, Researching, Buying US Web-Influenced Retail Store Sales vs. Retail E-Commerce Sales, 2007-2012 (billions) Frequency with which US Online Shoppers Research Products Online before Purchasing In Store, by Gender, 2007 (% of respondents) Regular Online Activities of US BabyCenter.com Visitors, February 2007 (% of respondents)

Moms Are Smart About Search

Online Search Attitudes and Habits of US Female Internet Users with Children, July 2007 (% of respondents)

Primary Online Information-Gathering Activity prior to Making a Purchase among US Female Internet Users with Children, February 2008 (% of respondents)

Helpfulness of Search Engines for Online and Offline Purchase Decisions according to US Female Internet Users with Children, July 2007 (% of respondents)

Where and How Moms Shop, Online and Offline

Average Monthly Expenditures of US Female Internet Users with Children, by Category, December 2006 (% of respondents and average spending)

Top 10 Ad-Supported and E-Commerce Site Categories, Ranked by Percent Composition of Visitors Who Are US Female Internet Users with Children*, January 2008

Primary Product that US Female Internet Users with Children Typically Purchase Online Rather than in a Store, February 2008 (% of respondents)

Percent of Back-to-School Spending that US Female Internet Uers with Children Will Do Online, by Age of Child at Home, August 2007 (% of respondents)

Percent of Holiday Shopping that US Female Internet Users with Children Will Do Online, by Age of Child at Home, August 2007 (% of respondents)

The Parenting Lifestage

Attitudes toward Online Shopping/Buying among US Adult Female Internet Users with Children vs. Those Who Plan to Have Children in the Next Year, Spring 2007 (% of respondents)

Online Shopping Activities* of US Adult Female Internet Users with Children vs. Those Who Plan to Have Children in the Next Year, Spring 2007 (% of respondents)

Ways that US Female Internet Users with Children Want Advertisers to Talk to Them, by Age of Child at Home, January 2008 (% of respondents)

The Power of Word of Mouth

Behavior of US Female Internet Users When They Find a Product They Like, 2007 (% of respondents)

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