Are You Marketing to Moms Online?

According to a recent Nielsen Online report (pdf), Moms make up a significant percentage of US Internet users.

“…Power Moms – women between the ages of 25 and 54 with at least one child and who participate regularly in online activities – currently represent 19.2% of the active internet population in the US and wield a record level of online influence that continues to grow…” dig deeper

The report breaks the mom demographic into different behavioral segments, Queen Bees, Savvy Spenders, Mom Approved, Mamastes, Tech Moms and CEO Moms.

I found it interesting that among the top sites visited by the older Moms (40-50 with 3+ children) is MySpace. Perhaps they have MySpace accounts to keep an eye on their childrens activities? They visit Facebook just slightly more than MySpace. The younger Moms (25-34 with 1-2 children) visit YouTube more often and are much more apt to be on Facebook than MySpace. But there is no mention of Google in either demographic. Both generations of Moms seem to prefer Yahoo! Mail.

* The chart in the “dig deeper” link above seems to have mixed up the generations. If you look at the actual Nielsen data, the two header rows are associated with the wrong column.

Above all, older Moms online are shoppers, frequenting Shopzilla.com, Target, Wal*Mart, Amazon and eBay and are keen to find promotions and bargains.

Younger Moms, although online shoppers as well, are twice as likely to be found on Blogger and 85% more likely to engage in social networking on Facebook.