An article released by a San Jose company called DoubleClick Performics stated that mom surfs the web surprisingly often.

Advertisers should integrate search engine marketing to reach moms planning online and offline purchases, vacations, and more.

Stuart Larkins, vice president of search for DoubleClick Performics stated that “Of the nearly 1,000 moms surveyed, 89 percent use the Internet at least twice/day, and 90 percent have been using it for more than seven years. A whopping 86 percent of respondents said search engines are the most efficient way to find information.”

Other interesting findings of the study include:

• 70 percent use search engines to gather information before making any online purchase
• 57 percent use search engines to gather information before making any offline purchase
• 64 percent use search engines to find out where to purchase products offline
• With regard to purchases made in the eight product categories included in the study:
• 92 percent said search engines were helpful in providing valuable information prior to purchasing
• 79 percent said search engines were helpful in providing valuable information prior to purchasing offline specifically

Regarding consumer packaged goods, respondents reported using search engines:

• To compare prices (72 percent)
• To find retail locations (71 percent)
• To gather product information (71 percent)

Thanks to DoubleClick and the other study sponsors to recognize this new segment!