Being a parent means that using the Internet is becoming increasingly helpful. According to three separate studies, over 85% of parents are now online. (Sources: Pew Internet & American Life Project survey in late 2006, US Department of Commerce study in October 2007, and Experian Consumer Research consumer survey in spring 2007.)
Percent who went online at home or at some other location:
- 94% of women who expect to have their first or second child in the next year
- 85% of parents with at least one child in the household
Compare that with
- 73% in family households without children
- 59% among non-family households
Mothers are part of an adult female Internet user population that is predicted to grow from 80.9 million in 2008 to 91.3 million in 2012. Adult females already outnumber adult males in both the general population and the Internet user population.
Read more about what moms do online at eMarketer.com
Very interesting. Related to this, I had to chance to catch some of the early data returns from cell phone video testing conducted by SES Americom.
In their early testing, done in the Las Vegas market late last year, women were far and away the “power users” of cell phone video, with an average viewing time of more than 20 minutes.
So much of the viewing was actually done during the day, that the study authors coined the phrase, “daytime is the new primetime”, a reference to broadcast television.