April 18, 2002, 12:00 AM

The online buying habits of moms vs. non-moms

Mothers look for more deals online while women without children spend more money and tend to be brand loyal, says new research from Jupiter. Moms also reduce their TV viewing time to go online, Jupiter reports.

Kurt Peters

Executive Editor


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.



Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!




Relevant Commentary


Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...


Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...