Now we have an answer to what the mother’s are doing when not taking care of the kids or cooking. DoubleClick Performics teamed up with Microsoft/MSN and ROI Research to find out about this coveted demographic as part of an effort to understand consumers. The research is being unveiled at Search Engine Strategies San Jose today.

What they found out was that moms on the web a lot. “Searcher Moms – A Search Behavior and Usage Study” data shows heavy search engine use for online purchases, researching offline buys, planning trips and other planning activities. This means that advertisers should use search engine marketing to reach moms who are looking for information about what they are about to purchase.

“Although we suspected much of what the study uncovered, we gained a much better understanding of just how much moms rely on search engines to accomplish a wide range of tasks, literally on a daily basis,” said Stuart Larkins, vice president of search for DoubleClick Performics. “Of the nearly 1,000 moms surveyed, 89 percent use the Internet at least twice/day, and 90 percent have been using it for more than seven years. A whopping 86 percent of respondents said search engines are the most efficient way to find information.”

Other interesting findings of the study include:

• 70 percent use search engines to gather information before making any online purchase
• 57 percent use search engines to gather information before making any offline purchase
• 64 percent use search engines to find out where to purchase products offline
• With regard to purchases made in the eight product categories included in the study:
  
  • 92 percent said search engines were helpful in providing valuable information prior to purchasing
  • 79 percent said search engines were helpful in providing valuable information prior to purchasing offline specifically
• Regarding consumer packaged goods, respondents reported using search engines:
  
  • To compare prices (72 percent)
  • To find retail locations (71 percent)
  • To gather product information (71 percent)

 “Manufacturers and marketers targeting this audience through any kind of advertising campaign should be sure to integrate a well planned Search campaign. Sixty-four percent of women reported using a search engine to gather more information after seeing an advertisement,” said Scott Haiges, President of ROI Research Inc.

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