According to recently released eMarketer statistics, over 34 million US mothers go online at least once a month. That number is expected to reach 36.1 million by 2013. And although 45% of online moms use the Internet to shop for their children, they also go online to shop for themselves (44%), plan trips (39%), and research products (49%), among other activities.
“Moms visit parenting and family Websites, but they also regularly view news, weather and political content online,” says eMarketer senior analyst, Debra Aho Williamson. “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.”
In the joint Cafe Mom/Razorfish "Digital Mom" report released last February, the mothers surveyed were most likely to have shopped online for clothing and accessories (40%) or food and cooking items (31%). Parenting and baby gear only accounted for 26% of moms' online purchases.
Says Williamson: “Moms constantly seek and share advice, and they are routinely doing so online. Often they simply reach out to family and friends but as more of them use social media such as consumer review sites and blogs, an increasing amount of the information comes from strangers.”