Mothers and online retailers
Mothers have been revealed as some of the heaviest users of online retailers, according to the findings of a new demographic study.
Research from marketing intelligence provider comScore shows that retail sectors comprise six of the ten categories most skewed towards UK women aged between 25 and 54 with children at home in June 2009.
Top of the list was the retail – toys category, which received 32 per cent more visits by mothers than the average internet user.
Related categories dominated by women with stay-at-home children were retail – cosmetics (30 per cent), retail – food (19 per cent), retail – mall (18 per cent), retail – apparel (16 per cent) and retail – tickets (14 per cent).
Demographic relies on online retailers
The statistics also underline the potential purchasing power of this demographic for SEO marketers.
Some 3.6 million of the 4.6 million online UK mothers accessed a retailer website in June, which represents an impressive 77 per cent of the total.
Mike Read, senior vice president and managing director of comScore Europe, has highlighted the significance for online marketers.
“It’s clear from their heavy visitation of retail sites that mums represent an important shopping segment,” he said.
“So it is critical for marketers and retailers to understand how to reach this audience online and influence their spending behaviour – both online and offline.”
Earlier this month, comScore published the findings of another study into online behaviour.
It discovered that an online marketing strategy, using banner ads and rich media, created a statistically significant hike in sales of consumer-packed goods in 80 per cent of cases.
By contrast, marketing intelligence specialist Information Resources, Inc reported that 12-month TV ad campaigns created a recordable rise 36 per cent of the time.
