Most Moms Research Products on Web

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 ResearchSeven 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."

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.

To find out more about how the one-two punch of BigCountryHomepage.com Internet Advertising and KTAB TV and KRBC TV advertising, email Chris Larum, Director of Sales clarum@ktab.tv , or call Chris at (325) 692-4242.