The new iMom Generation is here…
are you prepared?

When the modern mom hits the store, she’s looking for convenience, value, safety and quality, says BSM Media, publisher of Trillion Dollar Moms. Spending more than $2.1 trillion annually on consumer goods and services, over 82.5 million U.S. moms represent one of the most sought-after consumer segments.

As a group, U.S. women signify the number three market in the world, with a collective buying power exceeding the economy of Japan. Yet 70% of mothers feel companies are not doing a good job of speaking to them. To better understand this market, DoubleClick Performics, in cooperation with Microsoft and ROI Research, took a look at how moms search for information on a variety of consumer products and services.

Like the buzzword “iMom” implies, tech savvy moms are increasingly using search engines in support of online and offline purchases,  to coordinate travel and plan a variety of  other mom

or family-related activities. Of the nearly 1,000 moms surveyed, 89% say they use the Internet at least twice a day, and 90% have been using it for more than seven years.

Eighty-six percent of respondents said search engines are the most efficient way to find information.

When it comes to consumer packaged goods, 72% of those surveyed went to the Internet to compare prices on those items, and 71% used search engines to find the retail locations that carried the products they wanted. After seeing an advertisement, 64% of women said they used a search engine to gather more information. If they don’t find what they’re looking for on the first try, 82% of women will modify and search again. Nearly two-thirds will view multiple results pages before abandoning a search entirely.

“Moms go online daily, and even hourly, as a routine part of their lives.    As  a  retailer,   you  have  to  be  ready  to  capture  their

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