SOURCE: The Nielsen Company

October 15, 2008 10:00 ET

Online "Power Moms" Nearly Twice as Likely to Provide Frequent Advice on Parenting, Household Products and Beauty, According to Nielsen Online and Are Top Web Sites Among Women 25-54 With at Least One Child at Home

NEW YORK, NY--(Marketwire - October 15, 2008) - Nielsen Online, a service of The Nielsen Company, today reported that women online ages 25-54 with at least one child are nearly twice as likely as the average Web user to provide frequent advice about Parenting/Family, Non-food Household Products and Beauty/Cosmetics (see Table 1).

Other topics these women frequently provide advice about include: Clothes/Fashion, Food & Beverages, Home Decorating/Interior Design, and Health/Dieting/Exercising.

Table 1: Topics about which "Power Moms"* Provide Frequent Advice (U.S.)

Profile Point (provides frequent advice)         Audience Composition Index
Parenting / Family                               188
Household Products -- Non-food                   184
Beauty / Cosmetics                               182
Clothes / Fashion                                151
Household Products -- Food & Beverages           139
Home Decorating / Interior Design                136
Health / Dieting / Exercising                    127

Source: Nielsen Online, @Plan Fall 2008 Release
*Women 25-54 with at least one child. Average composition index is 100.

"We're seeing women using online avenues like email, online forums and social networking Web sites to extend a role they've long held as information seekers and relationship builders. Moms, in particular, look to the Web to connect with other parents for tips and support, and they aren't afraid of new technologies -- this group is nearly 25 percent more likely than average to author a blog," said Chuck Schilling, research director, agency and media analytics, Nielsen Online.

Top Web Sites and tied for the No. 1 Web site among this target group, with a composition index of 366, more than 3.5 times the average index. General Mills and The Gap ranked No. 2 and 3, with composition indexes of 298 and 291, respectively. rounded out the top five sites with a composition index of 278 (see Table 2).

Table 2: Top 5 Web Sites among "Power Moms"* for September 2008 (U.S., Home

Web Site                     Audience Composition Index
Scholastic                   366          366
General Mills                298
The Gap                      291                278

Source: Nielsen Online, NetView
*Women 25-54 with a child 2-17 at home. Average composition index is 100.

Nielsen Online also reported September 2008 data for the Top Parent Companies/Divisions and Top Brands.

Table 3: Top 10 Parent Companies/Divisions for September 2008 (U.S., Home
and Work)

Parent                     Unique Audience (000) Time Per Person (hh:mm:ss)
1.  Google                 127,137               1:54:30
2.  Microsoft              120,997               2:26:49
3.  Yahoo!                 116,715               3:24:00
4.  Time Warner
    (**Division)            95,203               3:28:57
5.  News Corp. Online       79,158               1:36:36
6.  InterActiveCorp         67,212               0:20:47
7.  eBay                    63,259               1:43:00
8.  Wikimedia Foundation    56,778               0:19:27
9.  Amazon                  55,052               0:25:51
10. Walt Disney Internet
     Group                  53,213               0:51:08

**Time Warner division excludes Turner Network's audience.

Example: The data indicates that 53.2 million home and work Internet users visited at least one of the Walt Disney Internet Group-owned sites or launched a Walt Disney Internet Group-owned application during the month, and each person spent, on average, a total of 51 minutes and 8 seconds at one or more of their sites or applications.

The parent level is defined as a consolidation of multiple domains and URLs owned by a single company or division. The brand level is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content.

Table 4: Top 10 Web Brands for September 2008 (U.S., Home and Work)

Brand                      Unique Audience (000) Time Per Person (hh:mm:ss)
1.  Google                 120,294               1:21:20
2.  Yahoo!                 115,165               3:25:26
3.  MSN/Windows Live        98,989               2:21:54
4.  Microsoft               93,634               0:39:31
5.  AOL Media Network       87,366               3:40:56
6.  YouTube                 76,696               0:51:51
7.  Fox Interactive Media   69,613               1:37:07
8.  Wikipedia               56,353               0:19:24
9.  eBay                    52,265               1:47:03
10. Apple                   49,662               1:09:30

Table 5: Average U.S. Internet Usage, Combined Home & Work, Month of
September 2008

Sessions/Visits per Person                                59
Domains Visited per Person                               106
Web Pages per Person                                   2,369
Duration of a Web Page Viewed (hh:mm:ss)             0:00:49
PC Time per Person (hh:mm:ss)                       68:33:23
Active Digital Media Universe                    163,036,813
Current Digital Media Universe Estimate          224,134,576

About Nielsen Online:

Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit

About The Nielsen Company:

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit,

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