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Understand Searcher Moms

Posted on 12.02.2007

Double Performics released some interesting industry-specific reports to help advertisers understand a very lucrative online audience - searcher moms. The reports cover apparel, appliances, automotive, baby and childcare, electronics, entertainment, financial products, food products, furniture, household care products, personal care products, soft drinks and travel.

The study examined 1,000 mothers with children younger than 18 (who are know to use the Internet frequently and in lengthy sessions - more than one-third of those studied spend three or more hours online daily) to determine how they use search for shopping, product education, entertainment, and other applications. This is important reading as it gives search marketers insights into understanding behavior and influences the strategy and focus of marketing campaigns.

“When we commissioned research earlier this year to better understand the searcher moms segment, we expected clients and the overall industry to be interested in the findings,” said Stuart Larkins, vice president of search for DoubleClick Performics. “The amount of interest turned out to be quite substantial, though, and this prompted us to take a closer look at some of the industries from which we received the most requests. These industry-specific findings will help advertisers gain a deeper understanding of searcher moms’ online behavior.”

While there are only a few weeks remaining in the holiday shopping season, there's still lots of time to adjust search campaigns.

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