Parenting is the number one online activity cited by moms, ahead of search, e-mail and news in a new study by AOL’s Platform-A and global communications agency OMD. More than half of moms use the Internet as their primary source of parenting advice and information.
Moms online
Moms use the Internet regularly for shopping, getting information and finding coupons or sales. 79% of these moms prefer to use the Internet to shop over any other method and 71% use the Internet primarily to get information.
Marketing to moms
Most online moms (86%) report being the primary household decision maker, making them an important target audience for marketers and advertisers. More than half (52%) say they tend to recommend good products and / or brands to others.
For moms there is also a high correlation between ad acceptance and trust in the medium, providing a tremendous opportunity for marketers to maximize the impact of their advertising.
All this adds up to a demographic that is perfect for Internet marketing and this was also reflected in Ask.com’s announcement back in March to focus on women as a demographic.
Parenting Niches
Parenting websites and domain names are highly competitive areas so looking for niches is critical. For example parenting sites can target teen moms, African-American moms, activism or single parenting.
Are any of your domains or websites attracting this demographic? Are you adequately fulfilling their needs and marketing effectively to them? Something to think about next time you look over your portfolio.
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