Working Moms Develop Internet Habit

According to the report, working mothers show an index of 113 for radio, 111 for Internet and 122 for direct mail. The index numbers are for heavy exposure. For radio this is 180 minutes per day, for Internet 430 minutes per week and for direct mail as anyone who reads three-fourths of the mail sent. The market average is 100, and comparatively, newspapers have an index of 60 and television has an index of 81.

“Working mothers is a distinctive segment of the market,” said Bob Jordan, president of International Demographics which produces The Media Audit (in a prepared statement). “The presence of children brings a significant change to one’s life. . .(including) the media to which they are exposed.”

According to the report, households with working mothers had more vehicles (41% had two or more) and higher annual income (56.5% are above $50,000 in income) which equates to more expendable cash.

"The presence of children in the home," said Jordan "influences almost all expenditures from life insurance to fast food. This segment of the market is of enormous value and interest to a broad array of advertisers."

Tags: demographic research, online advertising, online marketing