WHERE THE MOMS ARE: SHOPPING, BLOGGING, NETWORKING AND STRATEGIZING
ONLINE
Power Moms Represent Nearly 20 Percent of the Online Population, According to Nielsen
New York, NY – May 07, 2009 – Power Moms—women age 25-54 with at least one child—today
represent 19.2 percent of the active online population, and they wield more influence than ever
before, according to Nielsen Online, a service of The Nielsen Company.
What a Mom Wants: Established Moms go Power Shopping
While the importance and use of the Internet among moms is seemingly universal, where they spend
there time online differs between specific demographic categories. Established Moms, those aged
40-50 with three or more children at home, are heavy online shoppers. Shopzilla.com was the No. 1
online destination for this demographic group; Established Moms are 92 percent more likely than the
average user to visit Shopzilla. Target and Wal-Mart Stores were No. 2 and 3, with composition
indexes of 160 and 155, respectively.
“Established Moms gravitate to online shopping destinations where they are likely to be receptive to
highly relevant promotions to allow her to indulge herself while saving on her family’s needs,” said
Jessica Hogue, research director, Nielsen Online. “However, marketers shouldn’t rule out the rising
prominence of social networking sites among this cohort, which is one of the fastest growing
demographics on Facebook.”
It Takes an (Online) Village: Newbie Moms Socialize
Top sites visited by Newbie Moms, women aged 25-34 with one or two children in the home, include
several social networking destinations. Newbie Moms are more than twice as likely as the average
Web user to visit Blogger, and 85 percent more likely to visit Facebook.
“For Newbie Moms social networking is literally woven into their day-to-day existence,” remarked Ms.
Hogue. “Newbie Moms use the Internet to gather information about everything from nursery décor to
choosing the right pediatrician. As they navigate caring for a newborn, returning to work or managing
a growing household, the Internet acts as a lifeline to answer worrisome middle-of-the-night questions
and to build community. Many Newbie Moms today blog about their experiences and use social
networks as an efficient way to quickly broadcast their latest pictures and family updates.”
Power Moms Talk about Saving Money
Across the board, moms are increasingly concerned about the economy and seek money saving
strategies and solutions online, which in part fuels the digital coupon renaissance taking place. Within
Nielsen Online’s Power Mom blogger segment, composed of more than 10,000 parenting and momoriented
blogs, the economy and money saving conversations permeate more than 12 percent of total
messages posted during March and April 2009, up from 8 percent the year prior.
“Mom bloggers review everything from beauty products to cars to inkjets, enabling marketers
unparalled reach to their target consumers. In an increasingly connected world, moms seek the
wisdom of their online counterparts as trusted advisors,” commented Ms. Hogue.
About Nielsen’s Power Mom Initiative:
Nielsen Online’s Power Mom 50 is a collection of leading voices in the mom blogosphere based on a
blend of blog posts and comments, and inbound/outbound captured via Nielsen BuzzMetrics, as well
as Twitter followers and other metrics.
About Nielsen Online:
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent
measurement and analysis of online and mobile audiences, advertising, video, consumer-generated
media, word of mouth, commerce and consumer behavior. With high quality, technology-driven
products and services, Nielsen Online enables clients to make informed business decisions regarding
their Internet, digital and mobile marketing strategies. For more information, please visit www.nielsenonline.
com.
About The Nielsen Company:
The Nielsen Company is a global information and media company with leading market positions in
marketing and consumer information, television and other media measurement, online intelligence,
mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter,
Adweek). The privately held company is active in more than 100 countries, with headquarters in New
York, USA. For more information, please visit, www.nielsen.com.
