We have seen that many “Power Moms,” women 25-54 with at least one child, are using the Web to provide information and advice, as well as to build relationships with other parents. They are also becoming increasingly engaged with online video. In February 2009, 13.1 million Power Moms, 10 percent of all online video viewers, viewed video content online.
Sites like Momversation.com, where well-known mom bloggers create video conversations, and newbaby.com where moms contribute vlogs, speak to a broader trend of receptivity of video content among Power Moms.
Interestingly, among the top 10 Web sites ranked by unique viewer composition percent in February, eight were sites featuring predominantly children’s programming, indicating that moms are keeping up on what their kids watch online. PBS Kids was the number one online destination for Power Moms, with a composition percent of 24.5, while Noggin and NickJr took the No. 2 and No. 3 spots, with composition percents of 22.2 and 21.7, respectively.
| Top 10 Online Destinations for “Power Moms”* by Unique Viewer Composition Percent | ||
|---|---|---|
| Site | Unique Viewer Composition Percent |
Unique Viewers |
| PBS Kids | 24.5 | 241,000 |
| Noggin | 22.2 | 121,000 |
| NickJr | 21.7 | 492,000 |
| Playhouse Disney | 20.7 | 199,000 |
| Kohl’s | 18.3 | 203,000 |
| Disney.com | 17.8 | 710,000 |
| PBS | 17.4 | 125,000 |
| DisneyChannel.com | 17.2 | 689,000 |
| Disney Records | 16.7 | 155,000 |
| Nick | 16.2 | 415,000 |
| Source: Nielsen VideoCensus, U.S., Home and Work, February 2009
*Women 25-54 with at least one child in the household **Sites with a minimum of 100k unique visitors |
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“Many of the sites that Power Moms visit are brands that are respected both online and offline. Moms flock to publishers they trust because they know they will find appropriate content that will entertain and engage their kids,” said Jessica Hogue, research director, CPG, Nielsen Online.
These results demonstrate the importance of winning over not only children, but also parents in the competition for brand loyalty. They also show that even online a mother’s job is never done.
Who knew Kohl’s would be in this list of sites. I just checked out the site (never been there before) and saw that they have awesome video content from content partners like Ford Models and ET, so that makes a lot of sense.
So very exciting to see NewBaby.com mentioned as a site for “Power Moms” we definitely have some awesome contributors to our site and soon to expand that with http://www.momtv2.com.
I am so pleased to see that after so many years companies finally see the power in moms- yes they are Power Moms because they control $2.1 trillion in spending and half the votes in America. Stephanie and Jennifer represent only a few of the moms who make things happen in the US economy and among the 83 million mothers in the US.
As a mom who blogs, vlogs, and tweets, I think the real value in sites like Newbaby is that the reviews are honest and from actual moms. I like sharing opinions and often times I have found myself passing on a purchase or a service because of a review from members of MomBloggers Club and Newbaby. I am happy that companies are starting to understand the value of my opinion and the importance of viewing me as a decision maker.
The Power of Moms is really something isn’t it! Congrats to Newbaby.com.. you deserve it!
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