Mom's Online

DoubleClick Performics (www.performics.com), the performance marketing division of DoubleClick Inc., today 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.

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 percent use search engines to gather information before making any online purchase
* 57 percent use search engines to gather information before making any offline purchase
* 64 percent 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 percent said search engines were helpful in providing valuable information prior to purchasing
-- 79 percent 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 percent)
-- To find retail locations (71 percent)
-- To gather product information (71 percent)