August 28, 2007, 12:00 AM

Moms are frequent web users, DoubleClick Performics study shows

A new survey shows moms go to the web to find what to buy and where to buy it. 70% use search engines to research online purchases and 57% before buying offline.

Don Davis

Editor in Chief

If Mom wants a quick answer on what to buy or where to buy it, chances are she’ll turn to the Internet to find it – 70% of online moms recently surveyed by DoubleClick Performics of DoubleClick Inc. said they use search engines to gather information before making any online purchase and 57% do so before making offline purchases.

“Searcher Moms – A Search Behavior and Usage Study,” which was conducted in association with Microsoft and ROI Research Inc., found heavy Internet use in support of travel coordination and other planning activities in addition to online and offline purchasing. “Although we suspected much of what the study uncovered, we gained a much better understanding of just how much moms rely on search engines to accomplish a wide range of tasks, literally on a daily basis,” says Stuart Larkins, vice president of search for DoubleClick Performics.

The data on Internet use among the survey population has implications for online advertisers, with 89% of those surveyed reporting they use the Internet at least twice a day. 86% identified search engines as the best way to find information online and 89% always start with the same search engine. 64% reported using search engines to find out where to purchase products offline.

82% modify and search again if they don’t find what they want initially, and nearly two-thirds said they view multiple results pages before abandoning a search. 72% use search engines to compare prices, while almost as many – 71% -- said they use search engines to find retail locations and to gather product information.

Drawing on demographic data collected on the nearly 1,000 respondents, the study suggest about 60% of moms who search online have a college degree or higher level of education and about one–third have an annual household income of $100,000 or greater. The majority of respondents were between the ages of 35 and 49.

“Manufacturers and marketers targeting this audience through any kind of advertising campaign should be sure to integrate a well-planned search campaign. 64% of women reported using a search engine to gather more information after seeing an advertisement,” says Scott Haiges, president of ROI Research Inc.

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