FAST COMPANY -- Nielsen Research says there are 31m moms online. Their demographic: they're 38, tend to be married, are very smart -- college educated -- and are working moms. In Nielsen's mind, "moms forever have been key decision makers. What's interesting is how that translates to the Internet."
"In 2004, moms told us that they're spending more time online than watching television." Why? Because the Internet helps save time.
Neilsen arrives at four distinct segments:
- Tech Nester
- Mrs. Net Skeptic
- The Yes Mom
- Passive Under Pressure
When Nielsen started looking closer, the researchers found "their similarities are more interesting than their differences. They were all after the same basic things. They want to simplify their lives. All trust the Internet. The Internet is where they turn to first. You don't have to have separate strategies to address each segment."
"They all want information. They think the Internet is the most useful medium for accessing information. And as a source of entertainment, it came in number two. As it did for spending time with their kids. They've come to rely on the Internet. 84% said they would miss the Internet the most if it went away. It's the same with kids and teens."
Jenny Levine -- "All trust the Internet"
Steve Safran -- "Are you a tech nester or a Yes Mom?"
Fast Company -- "On a mission: the new Internet mom"