It’s long been my experience that women come to technology only when they realize it can save them time in their daily lives. It appears now that online shopping and social networking have reached their tipping point with moms. An eMarketer report released yesterday says today, more than 40% of all women who go online in the US—approximately 35 million of them—are mothers who have children under 18 at home.
The Internet usage rate rises to 94% among women who are pregnant or trying to conceive. I recently read that Babystrology’s Baby Ticker is one of the most popular widgets on the web.
For marketers this is great news because mother’s tend to share information among their social group. A Lucid Marketing study on mom’s word of mouth found Moms are more likely (as high as 98%) than non-moms (up to 88%) to spread the word about positive experiences they have with products and businesses.
A BlogHer survey found 53% of BlogHer Parenting Network readers have their own blogs with which to publish and amplify their recommendations and referrals. 
Delia Passi
Ellen Butler
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