The online shopping habits of women with children are markedly different from those of women without children, new research from Jupiter Media Metrix shows.
Mothers are more likely to respond to deals online, it found in its new Online Behavior and Demographics survey. 41% of mothers said they buy items online on sale that they wouldn’t have purchased otherwise. 23% said they used coupons obtained online for local services and 43% for household products. By contrast, women without children tend to have higher brand loyalty; 20% said that the brands they buy reflect their personality.
"Companies looking to reach women with kids online should focus on price promotions and marketing programs such as online coupons," says Jon Gibs, Jupiter analyst.
While mothers look for deals online, women without children spend more money there. 63% of women without children surveyed by Jupiter spent more than $100 online over the previous three months, while only 52% of mothers did. Jupiter analysts attribute the finding to disposable income that tends to skew higher for women without children.
Jupiter also reported that mothers who use the Internet also view TV less; 44% said their time on the Internet reduces their time watching TV. "Advertisers interested in reaching mothers should therefore consider increasing online marketing efforts relative to TV advertising," Gibs says.