‘Power Moms’ Comprise 20% of Online Population

May 15, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | CPG & FMCG | Financial Services | Retail & E-Commerce | Social Media | Women

Power Moms – women between the ages of 25 and 54 with at least one child and who participate regularly in online activities – currently represent 19.2% of the active internet population in the US and wield a record level of online influence that continues to grow, according to (pdf) a report from Nielsen Online.

The report provides? behavioral data about various groups of moms as well as a list of the “Power 50” mom bloggers.

Established vs. Newbie Moms

While the importance and use of the internet among moms is seemingly universal and well documented, Nielsen delved deeper into their online behavior and found that where they spend their time online depends, in large part, on whether they are a new or established mother.

Nielsen found that the group it labels Established Moms – those between ages 40 and 50 with three or more children at home – are heavy online shoppers. Among these mothers, Shopzilla.com is the #1 online destination, with Established Moms 92% more likely than the average user to visit the site. Target and Wal-Mart Stores were #2 and #3 among this group, with composition indexes of 160 and 155, respectively.


“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 Jessica Hogue, research director, Nielsen Online. “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.”

Top sites visited by Newbie Moms – more recent mothers between ages 25 and 34 with one or two children in the home – include several social networking destinations. Newbie Moms are more than twice as likely as the average web user to visit Blogger, and 85% more likely to visit Facebook, Nielsen said.

“For Newbie Moms social networking is literally woven into their day-to-day existence,” said Hogue. “Newbie Moms use the internet to gather information about everything from nursery d?cor 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.”

Hogue also noted that many Newbie Moms today blog about their experiences and use social networks to showcase their latest pictures and family updates.

Power Mom Top 50 List

At the same time as it released details of web behavior among demographic groups of moms, Nielsen also published its list of the top 50 mommy? bloggers, which categorizes these influential online contributors by topic and behavior-based segment.

In what Nielsen calls “a collection of leading voices in the mom blogosphere,” the Power Mom blogger list is based on a blend of blog posts and comments, and inbound/outbound traffic captured via Nielsen BuzzMetrics, as well as Twitter followers and other metrics.

The list segments Power Mom bloggers into the following categories, based upon their blog content and content initiatives:

  • Queen Bees: Mom bloggers who anchor their writing around parenting, nesting, d?cor, and food.
  • Savvy Spenders: Mom bloggers who share money saving tips, coupons, freebies and other deals.


  • Mom Approved: Mom bloggers who trial, sample and review product (often brand-sponsored).
  • Mamastes: Mom bloggers who stretch beyond their spheres to explore going green, travel and spirituality.
  • Tech Moms: Mom bloggers who are also PDA-toting, digital enthusiasts that love to stay connected.
  • CEO Moms: Mom bloggers who juggle work and mommyhood.

In addition, Nielsen also cited a list of some of the most significant mom bloggers who are too influential and wide reaching to be categorized.? These bloggers include:


Power Moms Talk about Saving Money

Across the board, moms are increasingly concerned about the economy and seek money saving strategies and solutions online, which in part fuels the digital coupon renaissance taking place, said Nielsen.


Within Nielsen Online’s Power Mom blogger segment, which comprises more than 10,000 parenting and mom-oriented blogs, the economy and money saving conversations permeate more than 12% of total messages posted during March and April 2009, up from 8% the year prior.

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