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BizReport : Search Marketing : December 10, 2009

Moms consider Google their BFF

Recent research by Google has found that some moms are so attached to searching on Google that they consider the search engine behemoth to be a part of the family or their BFF. In fact, some went so far as to confess that if Google were a person, they'd marry them.

by Helen Leggatt

In their study (.pdf), "The Four Truths about Moms and Search", completed in partnership with BabyCenter and conducted with OTX Research and Sterling Brands, Google delved deep into the role their search engine plays in the lives of moms. The study looks at how moms use search, what they search for and their attitudes towards Google.

As most marketers know, moms are a driving force online and, as Google discovered, search is now their number one online activity with moms conducting twice as many searches as non-mums. Even their search techniques are being honed with 3 out of 4 feeling more confident about their search skills.

In line with other Internet users, moms are also using more keywords and phrases to get straight to the information they're seeking.

So passionate about search are moms that over half said they would give up high-heels (56%) and lipstick (53%) instead of their beloved Google.

But just how beloved is Google? According to one study participant, "Google would be my Dad. Knows everything about everything, and sometimes will give you a surprising answer to a question! He is the go-to guy", although another takes it one step further stating, "If Google were a person I'd ask him to marry me".

Of course, Google didn't quite match up to chocolate or a romantic weekend away in moms' books, but after giving up the pedicures/manicures, lipstick and high-heels, and continuing to gorge on chocolate, they might not get too many invitations.

Tags: Google, moms, online behavior, search, search engine, search marketing

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