Sunday, April 29, 2001

Global Online Behaviours of Mothers

A study by NetValue, a global leader in Internet Intelligence, shows European and US Mothers are getting wired at varying growth rates and behaving differently when online.

Among women online, the US and the UK have the highest concentration of wired Mothers, accounting for more than half of the online female population. The UK leads with 61.5 % of wired Mothers, while in the US the concentration of wired Mothers accounts for 52.5 % of women online. Just fewer than 50 % of women online in France have children (48.3 %) while Spain and Germany lag behind with 34.0 % and 30.1 % respectively.

WHAT ARE EUROPEAN MOTHERS DOING ONLINE?

- English Mothers are the heaviest banner clickers (1.3 banners)

- French Mothers are the heaviest POP/SMTP mail senders/receivers (20.3 emails)

- German Mothers connect the most (9.4 days/user)

- Spanish Mothers spend the most time surfing (393.2 minutes)

WHERE ARE US MOTHERS GOING ONLINE?

- Mothers with one or two children have the highest affinity for the Family sector, while Mothers with 3 or more children have the highest affinity for the Communications/Email sector.

- Mothers with three or more children have a higher affinity for the Games and TV sectors than the Family sector.

- Mothers with one child are the only women with a high affinity for the Fashion/Beauty sector; surprisingly the Fashion/Beauty sector doesn't even rank in the top five for women without children.

- Mothers with one or two children have a high affinity for the Real Estate and Transport sectors possibly reflecting the housing and transportation needs of families with 1 and 2 children.

Global companies targeting sales to Mothers, should understand there are National differences among WorldWired Mothers," said Jim Hatch, President NetValue. "According to our study, Mothers in the US, Germany and France are more likely to click on banners than women without children in those countries, while in Spain women without children are more likely to click on banners than Mothers."

In the US and France, the number of banners clicked changes significantly with the number of children -- Mothers with one child click on the highest number of banners while Mothers with two children are the least active banner clickers.