Searcher Moms: A Search Behavior And Usage Study
October 12, 2007

DoubleClick Performics, in cooperation with Microsoft and ROI Research, studied search usage among nearly 1,000 moms online. The study found that moms heavily use search engines in support of online purchases, offline purchases, coordinating travel and many other planning activities.

Searcher moms use the Internet frequently and in lengthy sessions. More than one-third of those studied (35 percent) spend three or more hours a day online. Three-fourths spend more than an hour a day online AND watching television. Nearly 90 percent are online at least twice a day, for an average of at least 16 minutes per session.

One can infer from the demographics that searcher moms are very busy people who put a high value on productive, efficient use of time. The findings of this study strongly confirm that inference.