Moms
A unique window opens when a woman becomes a mom. We studied their media behaviors and motivations and found that search is one behavior that this audience has learned to master. Their usage rate even doubled once becoming a mom. Learn how various types of mothers behave across industries.
Studies
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Thanksgiving 2012 Trends
Moms are increasingly looking to online resources as her go-to for planning, shopping and cooking for that big Thanksgiving Dinner. We provide a month-by-month and then week-by-week look at search trends to help understand how moms prepare for this major ...
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BabyCenter 21st Century Mom 2012 American Media Mom Report
Our research partner BabyCenter shares their latest edition of their industry leading 21st Century Mom® Insights Series. BabyCenter, together with Nielsen, introduces The 2012 American Media Mom Report – an exploration of how the media habits of today’s moms are ...
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Mom's Digital Path to Purchase
Moms are constantly connected, spending more time online than watching TV per week. Google studied various types of moms across multiple categories. Here are some topline findings:
- 50% of moms hear or learn about a new product on the internet ...
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Working Moms versus Stay at Home Moms
Download this report to better understand how internet usage compares and contrasts across working moms and stay at home moms.
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How Moms Gather Information on Fast Food
The internet can be a highly influential source in helping moms make decisions around fast food choices for the family. Download this report to discover how and when moms search for this category, the role of online video as well ...
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How Moms Shop and Research Baby Products/ Child Care
Moms generally start their research process 1-2 weeks prior to purchase for baby/childcare products. This represents a marketers' window of opportunity to connect with moms. Download this report to discover how, when and what moms search on for this ...
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How Moms Shop and Research Household Cleaning/Laundry
Moms rely on internet resources to collect information about household cleaning/laundry products. The majority of them start their research process about 1-2 days prior to purchase. Download this report to discover how, when and what moms search on for ...
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BabyCenter 21st Century Mom 2011 Shopping Rituals Report
Motherhood means big changes. With another 8+ hours of parenting added to her day, how a woman spends her time has changed dramatically. For moms, magazine readership has dropped by 49%. Social and mobile have become her trusted side-kicks. Our ...
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Google Display Network vs. Portal Takeovers for Moms
71% of moms visit sites within the Google Display Network every day. Learn how this audience can be reached:
- The Google Display Network reaches 4x more moms than the top portal homepage
- The Google Display Network exclusively reaches nearly 1 ...
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BabyCenter 21st Century Mom 2011 Mobile Mom Handbook
Mobile phones – and smartphones in particular – are indispensible to moms. In fact, overall adoption of smartphone ownership among moms has risen 64% in the past two years. BabyCenter’s 21st Century Mobile Mom Report reveals:
- Moms are 18% more likely ...
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BabyCenter 21st Century Mom Hispanic Acculturation Study
Hispanics account for 55% U.S. population growth. What’s more: 1 out of every 4 babies born in the U.S. are Hispanic. BabyCenter’s Hispanic Mom Acculturation study reveals key insights into the influence of acculturation on this ...
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What Makes Mom Click for Restaurants
Did you know moms buy more from fast food restaurants than beauty or baby products? More key insights into mom's dining decisions include:
- 59% have conducted a restaurant related search on their mobile phone
- If sponsored search produces a ...
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Videos
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Moms Know Search
Research
Moms Know Search
A summary animation of Google & BabyCenter's "Four Truths About Moms and Search" research study conducted with OTX.
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Online to Store Animation Video
Research
Online to Store Animation Video
A summary animation of a few online to store case studies conducted by Google and research partners to illustrate the impact online ads have on offline sales.
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Proctor & Gamble
Case Study
Proctor & Gamble
Werner Domittner,, Global Head of Customer Marketing at Diageo, admired the Procter & Gamble "moms" ad campaign during the Olympics that featured ten or twelve different P&G brands.
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MomDotCom Webinar
Webinar
MomDotCom Webinar
Spotlights from BabyCenter®'s 21st Century Mom™ and Google's The Four Truths About Moms & Search studies.
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The future of moms and social
Interview
The future of moms and social
Tina Sharkey of BabyCenter shares what's in store for moms and social for the future.
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Advice for Marketers Seeking Moms
Interview
Advice for Marketers Seeking Moms
Lisa Mann of Kraft shares advice to fellow marketers trying to reach moms.
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Tips on Integrating Online and Offline to Target Moms
Interview
Tips on Integrating Online and Offline to Target Moms
Patrick Kraus, Director of Pampers, N.A. shares how to best integrate online and offline efforts for moms.
Infographics
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Holiday Air Care 2012
Holiday Air Care 2012
68% of Americans host Thanksgiving or Christmas gatherings in their home. We see an increase in search trends related to air care every year around the holidays. Check out how consumers are getting their homes fresh and ready for company.
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Holiday Cleaning 2012
Holiday Cleaning 2012
68% of Americans host Thanksgiving or Christmas gatherings in their home. We see an increase in search trends related to cleaning every year around the holidays. Check out this infographic to understand how consumers are getting their homes ready to ...