Commentary

84% Of Moms At Work Spend Between 15 Minutes And An Hour A Day Shopping Online

According to a recent whitepaper, "The Mall Behind the Spreadsheet," from AOL Advertising with OTX, women control $4.3 trillion, or 73%, of US household spending while juggling work, home and family life. Many of them manage to shoehorn 27 hours of activities into the standard 24-hour day, as 40% of them shop online during work hours.

Women Shopping At Work vs. Home

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% Shopping At Home

At Work

Women overall

59%

40%

Women age 18-24

48

51

Women are 35-54

63

37

Source: AOL Research, July 2010

Overall, women tend to shop between 15 and 30 minutes a day while at work. Moms, though, tend to shop for longer periods of time at work. 37% say it's because they have more downtime at work than they do at home.

Time Spent At Work Shopping Online (% of Respondents)

Time Spent

Moms

Non-Moms

Don't shop

9%

16%

≤ 15 minutes

24

29

15-30 minutes

40

35

30-60 minutes

20

17

≥ 1 hour

8

3

Source: AOL Research, July 2010

Women ages 18-34 conduct about half of their online shopping during work hours, and most do so in order to save time.

  • 53% Time saver/convenience
  • 40% To pass time
  • 38% I need it now
  • 20% No time at home
  • 35% Most downtime

Need is the main driver for women's online purchases. However, boredom and a compelling call-to-action can inspire younger women to shop.

Prompts For Shopping At Work (% of Respondents)

Reason

18-34 Year Olds

35-54

A specific need

69%

69%

Boredom

60

33

Email notification from companies

40

37

Email notification subscribed to

38

44

Relevant Online ads

31

23

Source: AOL Research, July 2010

60% of women respond to email offers, making it the most influential driver of purchase - in fact, 3 out of 4 women subscribe to email alerts.

Purchase Drivers

Driver

% of Respondents

Email offers

60%

Television commercials

35

Online ads

30

Direct mail offers

30

Newspaper circulars

28

Source: AOL Research, July 2010

Women shop Online more at work on Fridays than on any other day of the week, and about half of all women do their shopping between 11 a.m. and 2 p.m

Online Shopping Women

Shopping Day

% of Respondents

Monday

33%

Tuesday

27

Wednesday

35%

Thursday

33

Friday

52

Saturday

11

Sunday

7

Source: AOL Research, July 2010

On any given day, lunch and other break times provide the best time for women to shop.

  •  54% shop during lunch
  •  41% while multitasking
  • 46% during breaks and downtime
  • 25% right after seeing a "deal"

Please visit AOL Research here for more about this study.

 

1 comment about "84% Of Moms At Work Spend Between 15 Minutes And An Hour A Day Shopping Online".
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  1. Candice Seiger from Luminosity Marketing, July 15, 2010 at 12:26 p.m.

    Luminosity Marketing's Little Luxury Project has found silimarl results. Our roundtable groups stated that they shop online to be more efficient and to find good deals. To learn more about the Little Luxuries project go to http://bit.ly/bxChb6

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