Abstract
The Internet is an integral part of the lives of 34 million mothers in the US.
They not only go online to plan a trip or pay bills, they also use the Web to
communicate with friends, share advice, blog and socialize.
The Moms Online report analyzes how Internet information and activities
affect these key decision-makers for many family purchases.
Keeping up with their children has kept moms on the leading edge of new
technologies and online activities- and they are among the most savvy of all
online users.
Moms visit parenting and family Websites, but they also regularly view news,
weather and political content online. They shop for their kids- and
themselves. And when they find something great for their family, they talk
about it, not only with their family and friends, but often with a much
broader online audience. Social media channels such as blogs, social networks
and Twitter give them platforms to extend their influence.
Key questions the “Moms Online” report answers:
- How many mothers are online in the US?
- What are the most common online activities and destinations for moms?
- Why are moms so engaged with social media?
- How do moms use online resources to aid purchase decisions?
- And many others.....
eMarketer Reports- On Target and Up to Date
The Moms Online report aggregates the latest data from marketing and
communications researchers with eMarketer analysis to provide the information
you need to make quick, well-informed business decisions.
Table of Contents
Executive Summary
- US Adult Female Internet Users with Children, 2008-2013 (millions)
- Key Questions
The eMarketer View
- Key eMarketer Numbers-Moms Online
How Many Moms Are Online?
- US Adult Female Internet Users with Children, 2008-2013 (millions)
- US Adult Female Internet Users, by Presence of Children in the Household,
2009 (% of total and millions)
- US Adult Internet Users, by Gender, 2008-2013 (millions and % of
population)
- US Adult Internet Users, by Gender, 2009 (% of total and millions)
- US Adult Females Who Use the Internet, by Presence of Children in the
Household, 2004-2008 (% of respondents in each group)
- US At-Home Internet Users, by Presence of Children and Access Technology,
2008 (% of respondents)
- Ownership of Select Technologies by US Households, by Household Type,
December 2007-January 2008 (% of respondents in each group)
Online Activities and Destinations
- eMarketer asked moms on Facebook: What do you do online?
- Media and Technologies US Mom Internet Users Could Not Live Without, by
Age, October 2008 (% of respondents)
- Online Activities of US Female Internet Users with Children, June-July
2008 (% of respondents)
- Technologies Used by US Digital Moms, October 2008 (% of respondents)
- Attitudes Toward the Internet Among US Mom Internet Users, 2008 (% of
respondents)
- Media and Information Sources Used Daily According to US Mom Internet
Users, by Age, Q3 2008 (% of respondents)
- Technologies Used by US Digital Moms, by Age, October 2008 (% of
respondents)
- People with Whom US Digital Moms Communicate Online, by Channel, October
2008 (% of respondents)
- Top Sites/Categories
- Top 15 Online Categories Visited by US Mom Internet Users*, Ranked by
Composition Index, March 2009
- Top 15 Web Properties Visited by US Mom Internet Users*, Ranked by
Unique Visitors, March 2009 (thousands and % of mom Internet users visiting)
- Top 10 Ad-Supported/E-Commerce Site Categories, Ranked by Percent
Composition of Visitors Who Are US Female Internet Users with Children*,
Spring 2009
- Top 10 Ad-Supported/E-Commerce Site Categories, Ranked by Percent
Composition of Visitors Who Are US Female Internet Users Without Children*,
Spring 2009
Social Media
- US Female Internet Users Who Participate in Social Media*, by Household
Characteristics and Employment, March 2009 (% of respondents)
- Blogging
- US Mom Bloggers Who Review Products and Services on Their Blog(s), June
2008 (% of respondents)
- Primary Money-Making Method from Their Blog(s) According to US Mom
Bloggers*, June 2008 (% of respondents)
- Why Mom Blogs Are Growing
- US Female Blog Readers and Publishers, March 2009 (% of respondents and
millions*)
- Mom Bloggers: More Than Just Moms
- Social Networks
- Social Networking Sites Visited by US Mom Internet Users*, March 2009
- US Mom Internet Users' Attitudes and Usage of Social Networking Sites,
August-September 2008 (% of respondents)
- Twitter
- Social Media Sites Used by US Mom Bloggers, June 2008 (% of respondents)
From Researching to Purchasing
- US Mom Internet Users Who Click on Online Ads, by Type of Ad, 2008 (% of
respondents)
- Gathering Information
- Information Sources Used to Make a Purchasing Decision According to US
Digital Moms, October 2008 (% of respondents)
- Information Sources Used to First Hear About a Product According to US
Digital Moms, October 2008 (% of respondents)
- Sources Used to Find Out About New Products and Brands for Their Family
According to US Mom Internet Users, by Age, October 2008 (% of respondents)
- Topics About Which US Mom Internet Users Ages 25-54 Provide Frequent
Advice Online, 2008 (composition index)
- Online Shopping
- Online Shopping Activities of US Female Internet Users with Children, by
Race/Ethnicity, June-July 2008 (% of respondents)
- Categories for Which US Digital Moms Researched, Sought Advice or
Purchased Online in the Past Three Months, October 2008 (% of respondents)
- Changing Diapers.com for the Recession
Conclusions
Endnotes
- 101505 | 101506 | 101508 | 101509 | 101510 | 101512
- Technologies Used by US Digital Moms, October 2008 (% of respondents)
- Technologies Used by US Digital Moms, by Age, October 2008 (% of
respondents)
- People with Whom US Digital Moms Communicate Online, by Channel, October
2008 (% of respondents)
- Categories for Which US Digital Moms Researched, Sought Advice or
Purchased Online in the Past Three Months, October 2008 (% of respondents)
- Information Sources Used to First Hear About a Product According to US
Digital Moms, October 2008 (% of respondents)
- Information Sources Used to Make a Purchasing Decision According to US
Digital Moms, October 2008 (% of respondents)
- 103951 | 103953 | 103954 | 103957 | 103977
- US Adult Female Internet Users with Children, 2008-2013 (millions)
- US Adult Female Internet Users, by Presence of Children in the
Household, 2009 (% of total and millions)
- US Adult Internet Users, by Gender, 2008-2013 (millions and % of
population)
- US Adult Internet Users, by Gender, 2009 (% of total and millions)
- Key eMarketer Numbers-Moms Online
Related Information and Links
- Related Links
- Contact
- Report Contributors
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