• by Karlene Lukovitz  @KLmarketdaily, April 15, 2008

While most moms still prefer buying products for their babies and young children in person, one-third buy some of them online--and nearly two-thirds (61%) research their buys on the Net before heading for the store.

Also, among those who do research online, the three top information sources are search (47%); e-newsletters focused on products for babies/young children (16%), and branded product sites (12%). Some also use general savings/shopping sites (11%), shopping comparison sites (9%), and magazine/newspaper sites (4%).

Those are the main takeaways from a new survey from Prospectiv, a Woburn, Mass.-based firm that generates qualified prospect leads for Fortune 1000 companies. Prospectiv conducts consumer preference surveys through its access to millions of consumers in its own Web communities, Eversave.com and Healthier.com, and its publisher client network.

The firm tallied this survey's results from 1,215 respondents (mostly female) who qualified themselves as frequent purchasers of products for children under age five.

Given that mothers view buying products for young children--and newborns/babies in particular--as a "very personal" activity, it's significant that 33% now buy these products online, says Prospectiv president/CEO Jere Doyle. "That's a fairly strong number," he says.

At the same time, since most women with babies or young children are in their 20s and 30s, it's not surprising that they would be heavy users of the Net and likely to rely on it for product research, Doyle adds.

What types of information are mothers typically seeking in their product research? Product information (50%), product savings (44%), and tips on how to use them (7%).

This survey was done in conjunction with Prospectiv's launch of an e-newsletter, Eversave Baby, which features product information, offers and savings, and is being sent to parents who have opted-in for such information.

Doyle says the results basically confirm that mothers of young children, while still far more inclined to use search, are also receptive to targeted, opt-in e-newsletters--making these important for augmenting reach to this consumer segment.

"Marketers need to build consumer relationships, and our clients tell us that reaching consumers directly helps them cut through the clutter," he says.

About 16% of responding mothers also reported that they belong to online forums or communities focused on baby/child shopping or product information. However, communities/forums were not among the options listed in the question asking Moms who research online which information resources they use most.