Mom Surfs the Web Surprisingly Often

DoubleClick Performics recently 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.

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)

http://biz.yahoo.com/bw/070821/20070821005346.html?.v=1