In a recent joint research project, tech giant Google and parenting resource BabyCenter investigated the search habits of mothers. The study reveals four intriguing “truths” about how moms use search.
Unveiling the Truths
The four truths about mothers and search, as proposed by Google and BabyCenter, are as follows:
- The stork delivers search
- Moms become black belts in search
- Search is Mom’s GPS to Store
- Search is Mom’s back up brain.
According to Jenny Liu from the Google CPG blog, these truths show that “motherhood creates a unique search window during which a valuable connection can be made.”
Moms and Search: The Statistics
But how did Google and BabyCenter come to these conclusions? Let’s examine some of the report’s key findings.
Moms Search More
The study shows that mothers conduct almost twice as many searches as non-mothers. Prior to becoming a mother, participants averaged 11 searches per week, while mothers averaged 21 searches per week. Searching is the top online activity for moms, even surpassing email.
Improved Search Skills
The research further found that 75% of moms believe their search skills have improved over the past year. More than a third of moms tend not to venture beyond the top section of the first page of search results, and over half utilize full sentence queries for more specific results.
Strategic Use of Search Engines
The study highlights how moms typically use search engines throughout their purchasing decision process. Half of the respondents use search during the awareness, familiarity, and consideration stages. Moreover, expecting moms and moms with teens are more likely to use search engines during the loyalty stage to stay updated with new offers and products.
Expectations and Purchasing Behaviour
A significant 53% of moms expect to see well-known brands featured within sponsored links, and 59% say they would click on a coupon noted in a sponsored search result. Intriguingly, 55% of moms can link an in-store purchase back to a search conducted via a search engine.
What Moms Search For
The most common uses of search engines by moms include finding recipes, product and service reviews, and tracking down coupons and deals. Google also discovered that a notable 56% of moms would forsake high heeled shoes for search capabilities, and 53% would give up lipstick.
In conclusion, the partnership between Google and BabyCenter has unearthed fascinating insights into the way mothers use search engines, potentially offering valuable guidance for marketers looking to connect with this demographic.
Related Articles
Comments are closed.