The FINANCIAL -- NEW YORK, Jun 17, 2011 -- According to an "American Moms" study released
today by About.com, Moms prefer ads that provide coupons and discounts
on products and services that can be useful and relevant to their
families.
The study also uncovered, surprisingly, that parenting information is not among the top five online searches for moms, but instead food, health, learning, travel and jobs & careers are the most searched topics.
Conducted on About.com in the spring of 2011, the "American Moms" study examined the behavior of more than 2,000 moms online in the U.S. and aimed to better understand their interests, purchase and search behavior, as well as advertising preferences.
"The findings confirm that food, health, education and travel advertisers and brands have a unique opportunity to connect with moms, often considered the chief household officers, at a time when they are actively seeking solutions and need them most," said Mitchell Kreuch, senior vice president of sales, About.com. "Since moms are mostly interested in ads that provide incentives, brands can create ads that appeal to moms and their purses, providing both the marketer and consumer with the best return on investment."
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