Online power moms provide frequent parenting advice

Nielsen Online reports that (power moms) women online ages 25-54 with at least one child are nearly twice as likely as the average Web user to provide frequent advice about parenting/family, non-food household products and beauty/cosmetics.

Other topics these women frequently provide advice about include:

• Clothes/Fashion
• Food & Beverages
• Home Decorating/Interior Design
• Health/Dieting/Exercising

Chuck Schilling, research director, agency and media analytics, Nielsen Online, said "... women (are) using online avenues like email, online forums and social networking Web sites... as information seekers and relationship builders. Moms, in particular, look to the Web to connect... for tips and support, and... this group is nearly 25 percent more likely than average to author a blog."

Scholastic.com and BirthdayExpress.com tied for the No. 1 Web site among this target group, with a composition index of 366, more than 3.5 times the average index. General Mills and The Gap ranked No. 2 and 3.

Nielsen Online also reported data for the Top Parent Companies/Divisions and Top Brands.

As an example, the data indicates that 53.2 million home and work Internet users visited at least one of the Walt Disney Internet Group-owned sites or launched a Walt Disney Internet Group-owned application during the month, and each person spent, on average, a total of 51 minutes and 8 seconds at one or more of their sites or applications.

The parent level is defined as a consolidation of multiple domains and URLs owned by a single company or division. The brand level is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content.

For more information, visit Nielsen Online.

Article courtesy of MediaPost