Search marketers should target soccer moms

Forget about targeting young adults or women over 40, new research from ROI Research, DoubleClick Performics and Microsoft indicates that soccer moms are the best target for search marketers. According to the report moms are planning trips, researching products and buying items online.

by Kristina Knight

Roughly 70% of the moms surveyed say they use search engines to research products prior to an online purchase and 57% use the engines to research offline purchases.

Stuart Larkins, vice president of search for DoubleClick Performics said, "Of the nearly 1,000 moms surveyed, 89 percent use the Internet at least twice/day, and 90 percent have been using it for more than seven years. A whopping 86 percent of respondents said search engines are the most efficient way to find information."

Clearly, search engines are the go-to choice for busy moms.

When are moms logging on? More than 60% said they logged on to research products after seeing another advertisement - whether on television, in a magazine or advertised on another website.

Moms are also researching consumer package goods online. They use search engines in these instances to find out where to buy a product offline (71%) and to compare prices (72%).

In the UK, paid search is forecasted to bring in more than $4 million in 2007.

Tags: paid search, search marketing

Comments (0)

Email to a friend

Print this article

Subscribe to BizReport