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Mom Knows Best: Research Shows Moms are Surfing the Web Surprisingly Often

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RISMEDIA, August 24, 2007-DoubleClick Performics, the performance marketing division of DoubleClick Inc., unveiled data resulting from a search usage study targeting the “moms” segment and completed in cooperation with Microsoft and ROI Research, “Searcher Moms – A Search Behavior and Usage Study.” The data illustrate heavy search engine usage in support of online purchases, offline purchases, coordinating travel and many other planning activities among moms.

“Although we suspected much of what the study uncovered, we gained a much better understanding of just how much moms rely on search engines to accomplish a wide range of tasks, literally on a daily basis,” said Stuart Larkins, vice president of search for DoubleClick Performics. “Of the nearly 1,000 moms surveyed, 89 percent use the Internet at least twice/day, and 90 percent have been using it for more than seven years. A whopping 86 percent of respondents said search engines are the most efficient way to find information.”

Other interesting findings of the study include:

70% use search engines to gather information before making any online purchase
57% use search engines to gather information before making any offline purchase
64% use search engines to find out where to purchase products offline

With regard to purchases made in the eight product categories included in the study:

- 92% said search engines were helpful in providing valuable information prior to purchasing
- 79% said search engines were helpful in providing valuable information prior to purchasing offline specifically

Regarding consumer packaged goods, respondents reported using search engines:

– To compare prices (72%)
– To find retail locations (71%)
– To gather product information (71%)

“Manufacturers and marketers targeting this audience through any kind of advertising campaign should be sure to integrate a well planned Search campaign. Sixty-four percent of women reported using a search engine to gather more information after seeing an advertisement,” said Scott Haiges, President of ROI Research Inc.

DoubleClick Performics has prepared an overview of the study’s key findings. Those interested in a copy or people wishing to ask questions regarding the research can contact DoubleClick Performics at ksmith@preturn.com or mseverin@doubleclick.com.

For more information, visit www.roiresearch.com or call 717.481.7643.

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