Moms search before shopping

DoubleClick Performics recently released data resulting from a usage study targeting "moms," and completed in cooperation with Microsoft and ROI Research, which showed that of the nearly 1,000 moms surveyed, 89% use the Internet at least twice a day, and 90% have been using it for more than seven years. 86% of respondents said search engines are the most efficient way to find information, reports The Center for Media Research.

The data illustrates heavy search engine usage in support of online purchases, offline purchases, coordinating travel and many other planning activities among moms.
70% use search engines to gather information before making any online purchase
57% use search engines to gather information before making any offline purchase
64% use search engines to find out where to purchase products offline.
With regard to purchases made in the eight product categories under study, 92% of respondents say search engines were helpful in providing valuable information prior to purchasing, and 79% say the same for the offline purchases they made.

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