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New Study Data: Moms Spend 13.2 Hours Per Week Online (vs 7.6 Watching TV).

GreatMindsinMarketing

| April 26, 2004 | COPYRIGHT 2004 MarketingSherpa, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

"What Moms want [online] is information," says Ken Goldstein, EVP and Managing Director of Disney Online.

Give them the information they're looking for and you're tapping into an enormous market: there are 31 million moms online, and they're spending more time online than they are watching TV (13.2 hours/week vs. 7.6 hours/week).

Goldstein gave us more Mom statistics, and shared what he has learned from a quantitative study conducted through a nationwide KidzEyes panel from C&R Research (1,823 mothers of one or more kids ages 2 - 14 years, from heavy Internet users to non-techie Moms) in July and October 2003.

He also talked to us about what he's learned from Disney's own marketing to Moms online.

More online mom US stats

--Average age of online moms: 38 --Median income: $55,000 --Married: 83% --Working: 61% --College educated: 70%

84% of Moms surveyed said the Internet was the form of media they would miss most if they had to give one up. The next closest was TV at 74%.

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