Connection-Seeking ‘Power Moms’ Twice as Likely to Give Online Advice

October 17, 2008

This article is included in these additional categories:

Analytics, Automated & MarTech | Retail & E-Commerce | Women

Mothers in the US between ages 25 and 54 are nearly twice as likely as average web users to provide frequent advice about parenting/family, non-food household products and beauty/cosmetics, according to (pdf) research from Nielsen Online.


Other topics these “power moms” frequently provide online opinions about include clothes/fashion, food & beverages, home decorating/interior design, and health, dieting and exercising.

“We’re seeing women using online avenues like email, online forums and social networking websites to extend a role they’ve long held as information seekers and relationship builders,” said Chuck Schilling, Nielsen Online’s research director of agency and media analytics. “Moms, in particular, look to the web to connect with other parents for tips and support, and they aren’t afraid of new technologies – this group is nearly 25% more likely than average to author a blog.”

Top Websites


Nielsen’s research also shows this group of mothers are family-focused when surfing the web. and tied for the #1 website among this demographic group, with a composition index of 366, more than 3.5 times the average index. General Mills and The Gap ranked #2 and #3, with composition indexes of 298 and 291, respectively. rounded out the top five sites with a composition index of 278.

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