Wildfire Story Triggers New Attempt to Push Logging Agenda
Nonprofit Advocacy Blog Strategy

Surfer Moms number 31 Million

MediaPost Communications

This is interesting food for thought. "Study Finds Internet Is the Medium Moms Rely on Most" . Think of alll the potential for collaborative work. Many professional women are "opting out" of the workforce to raise children. They represent a huge potential "work" force if task can be generated and assigned via the web



Eighty-four percent of mothers who use the Internet said that if they had to give up one type of media, they would miss the Internet more than any other source of information or entertainment, according to a study commissioned by The Walt Disney Group's Disney Online. The report, conducted by C&R Research found that mothers are making the Web an integral part of the daily lives. The study deployed segmentation analysis to identify four distinct groups ranging from heavy Internet users to non-techie moms. The findings revealed commonalities between three segments: "The Yes Mom," "Mrs. Net Skeptic," and "Tech Nesters,"which together comprise 77 percent of the 31 million moms online.
Commonalities include using the Internet for information gathering, purchase research, and openness to online advertising that provides tips and suggestions that relate to family life. "The fact that these Internet moms are interested in Internet ads related to family life suggests that online media can be purchased using many of the same buying techniques used in traditional media planning, by segment as well as by reach," said Ken Goldstein, executive vice president and managing director, Disney Online.
Among the study's other key findings: Moms now use the Internet almost twice as much as they watch TV

Comments