Posts Tagged "Internet Shopping"

How do moms’ activities online vary according to mothers’ ages and ethnic backgrounds? Here are some interesting findings, from yesterday’s Brandweek:

• Moms 25-54 with at least one child under the age of 18 at home account for approximately 19% of the total online population.

• Moms ages 40-50 with three or more children at home are heavy online shoppers.

• Mothers 25-35 with at least one child at home are also heavy online shoppers, but social networking is much more significant.

• Those moms (25-35) are 85% more likely to spend time with Facebook compared to the average online consumer (vs. 23% more likely for moms 39-54).

• African-American moms are more inclined to read articles online (68%) and listen to music (45%), while Caucasian moms favor social networks (45%) and message boards (43%).

• Among Hispanic moms, blogs were the top choice (55%), and social networks were second (42%).

No surprise to those familiar with the mom market, but when it comes to holiday shopping, moms rely more on research than do women without kids, according to a recent study. BuzzBack Market Research and WPP’s Mindshare polled 350 adults, half women and half men, in the first few weeks of December and found that 61% of moms research holiday gifts, compared with only 48% of non-moms. Seventy-seven percent of women said they do most of the holiday shopping in their households, and 54% of holiday shoppers said the internet is critical to their shopping efforts and that they do the majority of their holiday shopping online.