Nielsen: The Rise and Rise of Power Moms

    May 19, 2009
    WebProNews Staff

The power of mommy bloggers continues to gain momentum. At least that’s what recent research from Nielsen Online appears to show.

According to Nielsen, the number of “Power Moms” online is rising (pdf).   Identified as those women aged between 25 and 54 with at least one child and who regularly participate in online activities, this segment now accounts for almost 20% of the active online population.

While Power Moms all share a desire to seek out and share money-saving strategies, and have concerns about the economy, they can be broken down further into Newbie and Established Moms, says Nielsen, where different behavior becomes apparent.

Nielsen: Power Moms

Both spend their time online a bit differently.

Newbie Moms, recent mothers between the ages of 25 and 34 with one or more children at home, are more likely to be users of social media such as blogs and social networking. “For Newbie Moms, social networking is literally woven into their day-to-day existence, said Jessica Hogue, research director, Nielsen Online. “Newbie Moms use the internet to gather information about everything from nursery décor to choosing the right pediatrician. As they navigate caring for a newborn, returning to work or managing a growing household, the internet acts as a lifeline to answer worrisome middle-of-the-night questions and to build community."

On the other hand, Established Moms, those aged 40 to 50 with three or more children at home, are heavy online shoppers. In fact, Established Moms are 92% more likely than the average user to visit shopping destination, that being their most popular shopping website.

“Established Moms gravitate to online shopping destinations where they are likely to be receptive to highly relevant promotions to allow her to indulge herself while saving on her family’s needs,” said Hogue. “However, marketers shouldn’t rule out the rising prominence of social networking sites among this cohort, which is one of the fastest growing demographics on Facebook.”

Jessica Hogue and Karen Benezra, VP of the Life360 Project, will be presenting a free webinar on Wednesday, May 27, that takes an in-depth look at the online behavior of Power Moms.