Moms See Search as Task-Oriented; Websites as Entertainment
September 24, 2008 by admin
Filed under Search Engines
Moms See Search as Task-Oriented; Websites as Entertainment
Moms are now packing more activity into their day, according to a new data released by AOL’s Platform-A. A survey of 7,000 women found that the average internet-using mom reports conducting 27 hours of activities during the day.
On average they spend:
- 2.6 hours on the internet
- 2.1 hours of television
- 1.2 hours a day listening to the radio
- 30 minutes with newspapers, magazines and games
Parenting was the #1 online activity conducted by moms. They use the internet for advice on parenting and as a resource to help their children learn.
Another popular online activity is shopping
- 79% of those surveyed use the internet for shopping.
- 52% use the internet to find coupons or sales.
So how do moms feel about search? They associated the words “task-oriented,” “focused,” and “interested” with search. 71% use the internet to find information.
Websites were described as “entertainment.”
Hopefully, your website is entertaining to moms and offers them coupons or sales. Because 86% report being the primary decision maker in their household.
52% will recommend a good brand to others (another reason why social media is so hot!).
And moms like to share media with their children. 95% of moms share at least one form of media with their children at least once a week. Here’s what they share.
- 79% share television
- 62% share internet
- 58% share mobile phone
- 48% share digital camera
- 38% share email
- 33% share games
Do moms fit into your target audience? Share your thoughts in the comments.
Related Reading:
Playing the Game With Mom
E-Mail Marketers Haven’t Forgotten Mom
Sitting Pretty: Finding Moms Online
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