Most Moms Research Products on Web

Most Moms Research Products on Web

AUGUST 23, 2007

Mom, when do I get to use the computer?

Women with children are frequent Internet users who rely on search for product information, according to DoubleClick Performics‘ "Searcher Moms – A Search Behavior and Usage Study," conducted with Microsoft and ROI Research.

Seven in 10 moms used search engines to research online
purchases, 57% used search engines to research offline purchases and
64% used search to find out where to buy products offline.

"Of the nearly 1,000 moms surveyed, 89% use the Internet at
least twice a day, and 90% have been using it for more than seven
years," said Stuart Larkins, vice president of search at DoubleClick
Performics, in a statement. "A whopping 86% of respondents said search
engines are the most efficient way to find information."

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Manufacturers and marketers targeting this audience through an
advertising campaign should integrate a well-planned search campaign,
according to Scott Haiges, president of ROI research.

"Nearly two-thirds of women reported using a search engine to
gather more information after seeing an advertisement," Mr. Haiges
said.

With the exception of Google, which is used equally by men and women, major search engine usage skews female, according to Nielsen//NetRatings data cited by Piper Jaffray in February 2007.

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