POWER MOMS

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:

Parenting / Family 188
Household Products - Non-food 184
Beauty / Cosmetics 182
Household Products - Food & Beverage 139
Home Decorating / Interior Design 136
Health / Dieting / Exercising 127

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.

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

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