Commentary

Online Power Moms Provide Frequent Parenting Advice

Nielsen Online reports that (Power Moms) women online ages 25-54 with at least one child are nearly twice as likely as the average Web user to provide frequent advice about Parenting/Family, Non-food Household Products and Beauty/Cosmetics.

 Other topics these women frequently provide advice about include:

  • Clothes/Fashion
  • Food & Beverages
  • Home Decorating/Interior Design
  • Health/Dieting/Exercising 

Topics about which U.S. "Power Moms"* Provide Frequent Advice

Provides Frequent Advice About:

Audience Composition Index (vs. avg. 100)

Parenting / Family

188

Household Products - Non-food

184

Beauty / Cosmetics

182

Clothes / Fashion

151

Household Products - Food & Beverages

139

Home Decorating / Interior Design

136

Health / Dieting / Exercising

127

Source: Nielsen Online, September 2008 (Women 25-54 with at least one child. Average composition index is 100.)

 Chuck Schilling, research director, agency and media analytics, Nielsen Online, said "... women (are) using online avenues like email, online forums and social networking Web sites... as information seekers and relationship builders. Moms, in particular, look to the Web to connect... for tips and support, and... this group is nearly 25 percent more likely than average to author a blog."

 Scholastic.com and BirthdayExpress.com tied for the No. 1 Web site among this target group, with a composition index of 366, more than 3.5 times the average index. General Mills and The Gap ranked No. 2 and 3.

Top 5 Web Sites among "Power Moms" for September 2008 (U.S. Home only)

Web Site

Audience Composition Index

Scholastic

366

BirthdayExpress.com

366

General Mills

298

The Gap

291

FamilyFun.com

278

Source: Nielsen Online, NetView (Women 25-54 with a child 2-17 at home. Average composition index is 100.)

 

 Nielsen Online also reported data for the Top Parent Companies/Divisions and Top Brands.  

Top 10 Parent Companies/Divisions for September 2008 (U.S., Home and Work)

Parent

Unique Audience (000)

Time Per Person (hh:mm:ss)

1.       Google

127,137

1:54:30

2.       Microsoft

120,997

2:26:49

3.       Yahoo!

116,715

3:24:00

4.       Time Warner

95,203

3:28:57

5.       News Corp. Online

79,158

1:36:36

6.       InterActiveCorp

67,212

0:20:47

7.       eBay

63,259

1:43:00

8.       Wikimedia Foundation

56,778

0:19:27

9.       Amazon

55,052

0:25:51

10.    Walt Disney Internet Group

53,213

0:51:08

Source: Nielsen Online, September 2008

 As an example, the data indicates that 53.2 million home and work Internet users visited at least one of the Walt Disney Internet Group-owned sites or launched a Walt Disney Internet Group-owned application during the month, and each person spent, on average, a total of 51 minutes and 8 seconds at one or more of their sites or applications.

 The parent level is defined as a consolidation of multiple domains and URLs owned by a single company or division. The brand level is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content. 

Top 10 Web Brands for September 2008 (U.S., Home and Work)

Brand

Unique Audience (000)

Time Per Person (hh:mm:ss)

1.       Google

120,294

1:21:20

2.       Yahoo!

115,165

3:25:26

3.       MSN/Windows Live

98,989

2:21:54

4.       Microsoft

93,634

0:39:31

5.       AOL Media Network

87,366

3:40:56

6.       YouTube

76,696

0:51:51

7.       Fox Interactive Media

69,613

1:37:07

8.       Wikipedia

56,353

0:19:24

9.       eBay

52,265

1:47:03

10.    Apple

49,662

1:09:30

Source: Nielsen Online, September 2008

 

Average U.S. Internet Usage (Combined Home & Work, Month of September 2008)

Sessions/Visits per Person

59

Domains Visited per Person

106

Web Pages per Person

2,369

Duration of a Web Page Viewed (hh:mm:ss)

0:00:49

PC Time per Person (hh:mm:ss)

68:33:23

Active Digital Media Universe

               163,036,813

Current Digital Media Universe Estimate

               224,134,576

Source: Nielsen Online, September 2008

For more information, please visit Nielsen Online here.

 

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