Power Moms Have Buying Power

As CEOs of their households, Power Moms wield more influence than ever:

• Moms control 85% of household spending
• Are worth more than $2 trillion to U.S. brands, as reported by the Marketing to Moms Coalition
• According to the U.S. Department of Labor, over 78% of Moms with children under 18 were employed in 2000
• Working out of the home, telecommuting, or running a business from home, media technology and the Internet have become a true enabler

Nielsen Online reports that moms between the ages of 25-54 who have at least one child under the age of 18 within the home represent 19% of the total online population. Power Moms influence online purchase decisions for foods, beauty and household products, projected to grow to $12 billion in 2011.

Everyday Media Habits of Moms (% of Moms)
	Age Range
Medium	18-24	25-44	45+
Television	74%	84%	75%
Radio	35	57	46
Newspaper	13	23	36
Magazine	13	10	12
Cell Phone/PDA	62	69	63
Internet websites	67	64	52
Internet chat rooms/message boards	17	9	9
Internet blogs	17	8	4
Email	73	87	79
Source: Nielsen Moms Annual Media Survey, 2008 Report

   Thought it was interesting to see how large of a percentage of Moms are regular consumers of Broadcast Television and Radio along with Interactive, E-mail, and Cell Phone.  I think these are natural channels to reach this demographic that we need to work with our clients to focus on.

To read the complete report, click here