• by April 24, 2001

eMarketer reports that slightly over half of the online population in America is women. They also quoted a Jupiter Media Metrix report that over a third of online women are between the ages of 18 and 55.

And, they say, many of those women have children. The study reports where mothers go online and why.

Web Benefits for US Mothers, 2001 (% of total respondents)

Source of parenting information 96%
Entertainment 92%
Educational tool for children 92%
Saves time 90%
Parental Guidance 88%
Online purchase w/in 6 mos. 86%
Clicked on banner ad w/in 6 mos. 85%
Online with their children 84%
Watch less TV because of net 77%
Brought family closer together 53%
Influenced by child to go online 42%

Source: Cyber dialogue/Disney, 2001 from Digitrends.