Table of Contents
Executive Summary
- US Adult Female Internet Users with Children*, 2007-2012 (millions)
- Key Questions
The eMarketer View
- Key eMarketer Numbers: Moms Online
How Many Moms Online?
- US Adult Female Internet Users with Children*, 2007-2012 (millions)
- US Adult Female Internet Users, by Presence of Children in the Household,
2008 (% of total and millions)
- US Adult Internet Users and Penetration, by Gender, 2007-2012 (millions
and % of population 18+)
- US Adult Internet Users, by Gender, 2008 (% of total Internet users 18+
and millions)
- US Adult Females Who Use the Internet, by Presence of Children in
Household, Spring 2007 (% of each group)
- Comparative Estimates: US Adult Female Internet Users with Children, 2007
(millions)
How Moms Spend Their Time Online
- US Mothers' Internet Usage Since Having a Child, November 30-December 3,
2006 (% of respondents)
- Frequency of Internet Usage according to US Female Internet Users with
Children, July 2007 (% of respondents)
- Time Spent with Select Media according to US Female Internet Users with
Children, July 2007 (% of respondents)
- Types of Sites That Moms Visit
- Top Online Categories, Ranked by Unique Visitors Who Are US Female
Internet Users* with Children, December 2007
- US Young and Expecting Mothers Who Visit Top 10 Web Sites, January 2008
(unique visitors and composition index)
Browsing, Researching, Buying
- US Web-Influenced Retail Store Sales vs. Retail E-Commerce Sales,
2007-2012 (billions)
- Frequency with which US Online Shoppers Research Products Online before
Purchasing In Store, by Gender, 2007 (% of respondents)
- Regular Online Activities of US BabyCenter.com Visitors, February 2007 (%
of respondents)
- Moms Are Smart About Search
- Online Search Attitudes and Habits of US Female Internet Users with
Children, July 2007 (% of respondents)
- Primary Online Information-Gathering Activity prior to Making a Purchase
among US Female Internet Users with Children, February 2008 (% of
respondents)
- Helpfulness of Search Engines for Online and Offline Purchase Decisions
according to US Female Internet Users with Children, July 2007 (% of
respondents)
- Where and How Moms Shop, Online and Offline
- Average Monthly Expenditures of US Female Internet Users with Children,
by Category, December 2006 (% of respondents and average spending)
- Top 10 Ad-Supported and E-Commerce Site Categories, Ranked by Percent
Composition of Visitors Who Are US Female Internet Users with Children*,
January 2008
- Primary Product that US Female Internet Users with Children Typically
Purchase Online Rather than in a Store, February 2008 (% of respondents)
- Percent of Back-to-School Spending that US Female Internet Users with
Children Will Do Online, by Age of Child at Home, August 2007 (% of
respondents)
- Percent of Holiday Shopping that US Female Internet Users with Children
Will Do Online, by Age of Child at Home, August 2007 (% of respondents)
- The Parenting Lifestage
- Attitudes toward Online Shopping/Buying among US Adult Female Internet
Users with Children vs. Those Who Plan to Have Children in the Next Year,
Spring 2007 (% of respondents)
- Online Shopping Activities* of US Adult Female Internet Users with
Children vs. Those Who Plan to Have Children in the Next Year, Spring 2007
(% of respondents)
- Ways that US Female Internet Users with Children Want Advertisers to
Talk to Them, by Age of Child at Home, January 2008 (% of respondents)
- The Power of Word of Mouth
- Behavior of US Female Internet Users When They Find a Product They Like,
2007 (% of respondents)
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