UNDERSTANDING THE ONLINE BEHAVIOR OF "SEARCHER MOMS"

DoubleClick Performics' Original Research About how Mothers use the Internet's Search Engines for Online Solutions

DoubleClick Performics, in collaboration with Microsoft and ROI Research, conducted an in-depth study among 1,000 mothers with children younger than 18 years old to learn how they use search for shopping, product education, entertainment, and other applications. Analyzing online behavior reveals the role and influence of search in the information-gathering and purchasing processes. More importantly, understanding this behavior informs the strategy and tactics of successful marketing campaigns.

Searcher moms use the Internet frequently and in lengthy sessions. More than one-third of those studied spend three or more hours online daily. To learn more about this demographic and their search activity within vertical categories, please download our reports.

• Apparel (PDF)
• Appliances (PDF)
• Automobiles (PDF)
• Baby and Childcare Supplies (PDF)
• Electronics (PDF)
• Entertainment (PDF)
• Financial Products (PDF)
• Food Products (PDF)
• Furniture (PDF)
• Household and Care Products (PDF)
• Personal Care Products (PDF)
• Soft Drinks (PDF)
• Travel (PDF)