Women age 25-54 with at least one child — the so-called “Power Moms” – represent nearly 20 percent of the active online population, according to Nielsen Online, and they are wielding more influence than ever.
So what are Power Moms doing online? Where they spend time varies by demographic categories. For example, “Established Moms,” those aged 40-50 with three or more children at home, are heavy online shoppers, with Shopzilla.com the most popular site. Newbie Moms, aged 25-34 with one or two children at home, also enjoy online shopping, but social networking sites play a much more prominent role.
Power Moms all share a concern for the economy and seek money-saving strategies and solutions online and the number of conversations continue to grow. “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,” said Jessica Hogue, research director, Nielsen Online.
To read more about the power these moms wield, including Nielsen Online’s Power Mom 50, a list of influential sites, click here.
Have a favorite site you think should be in the Power Mom 50? Let us know with your comments.