Internet Pulls Mom from TV and Spending

Apr 19, 2002

Women with children are spending less time in front of the TV and more time on the Internet, according to new survey results from Jupiter Media Metrix.

Jupiter’s new Online Behavior & Demographics service has issued its first report, focusing on the online behavior of females with and without children. Of those surveyed, Jupiter says, 44 percent of moms acknowledge that their time online is decreasing their TV viewing.

Among other findings:

  • Moms spend their time online in fun or kid-related activities.
  • Women without kids are more inclined to engage in making travel arrangements, work research, and checking stock quotes.
  • Just over half of moms (53 percent) said they spent more than $100 online in the past three months, compared to 63 percent of childless women.
  • Women without kids express a greater degree of brand loyalty, compared to moms, who are more interest in obtaining the best deals.

Moderator Comment: What are the implications of the
Jupiter Media Metrix survey results?

Good news for grocery, drug and mass retailers if these
survey results are accurate. According to Jupiter Media Metrix’s new service,
the prized women with children demographic group prefers to shop online for
food, household goods and personal care products. [George
Anderson – Moderator

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