HARRIED MOTHERS USE INTERNET MORE

Study Says Moms Go Online More Than Children

By Published on .

NEW YORK (AdAge.com) -- A poll conducted by an AOL Time Warner research company has found that mothers spend more time on the Internet each week than teenagers.

The survey found that single mothers and those with three or more children each say they go online 20 hours a week -- or 20% more than average.

'Wired Moms'
Released today, the "Wired Moms" online survey, conducted by Digital Marketing Services, Lewisville, Texas, reports that mothers spend an average of 16.86 hours per week or 2.5 hours a day online, compared with 12.28 hours for children aged 12 to 17.

DMS, a wholly owned

Related Stories:
PACKAGE GOODS MARKETING CONTINUES ONLINE MIGRATION
Kimberly-Clark Announces New Yahoo! Deal, AOL Touts Consumer Study
INSIDE THE WORLD OF WIRELESS CHILDREN
New Survey Explores Cell Phone Use
REPORT: E-MAIL EFFECTIVE FOR CUSTOMER RETENTION, SALES
Not Useful for Attracting New Customers, DMA Survery Says
subsidiary of AOL Time Warner and the exclusive provider of online research services for America Online, polled AOL and non-AOL users for the Wired Moms data. More than 8,000 mothers participated in the project, according to AOL.

The survey found that six in 10, or 58.3% of the women polled, used e-mail or instant messaging to keep in touch with friends, family members and one another, with 21.1% doing so two to three times per week.

E-mail, research
The women said their most popular online activities were communications, including e-mail; news and shopping; and researching health issues as well as products and services.

Ninety-one percent of the women polled said the Internet saves them time -- 57.5% estimated they saved at least two hours per week; 84.5% said their Internet use helped them better understand their children's experiences online; and 42% said they would like to do their grocery shopping online.

The survey also identified the 20 cities where mothers most frequently go online. Charleston, S.C., ranked No. 1 with the average time spent online per week 21.13 hours.

Demographic sweet spot
"This demographic [moms] is a real sweet spot for consumer package goods companies. They're finding more and more that this is a targeted opportunity for them," said Katherine Borsecnik, president of AOL brand management and programming. "Years ago, we thought a lot about the tech-savvy male in the household. This survey helps debunk the notion that the male in the household is more the connoisseur of the Internet."

In this article:
Most Popular