• by March 6, 2001

Fueled by the Web's increasingly significant role in the lives of web-wise moms, the Internet has become a major cohesive force in bringing American families closer together.

According to the results of a new study conducted by Cyber Dialogue and commissioned by Disney.com and Family.com, 53% of moms said that the Web has actually brought their family closer - a finding that reinforces how the Internet has become a focal point in the American home. In addition to using the Web for educational purposes (92% see the Web as a great educational tool for their children), 90% of respondents also indicate that the Internet is an important source of their leisure time and entertainment.

In addition, 84% of respondents said they enjoy going online with their children. Women, who make up nearly 50% of the online population and are most often the core of the family unit, play an especially critical role in making the Internet a central point for families. For many - especially moms - the Internet is their preferred medium because it is uniquely suited to meet their specific daily needs. Chief among these are saving precious time, assisting in their role as family gatekeeper, and being able to quickly source the answers they need to care for their families.

Eighty-five percent said the Web helped them simplify their lives, 90% said it was a great tool for saving time, and 85% say they like getting information from the Internet because it "puts me in control." The study's findings show how the Web has essentially become a focal point in the American home by providing today's Cyber Family with new ways to communicate, interact, imagine and learn, and thus develop deeper connections and ties. This helps to explain the widespread popularity of trusted, family-oriented websites and why leading brand marketers look to them as sure-fire way to reach families.

Nearly half of the study's respondents (43%) feel more positively about brands or products advertised on Disney.com because of their association with Disney, a telling indication of the value they offer major brand advertisers such as Pillsbury and Proctor & Gamble.