Other topics these women frequently provide advice about include:
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.) |
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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.