Moms Prefer Digital Shopping; Holiday Ecommerce Sets New Record

According to two recent studies, women spend less time with media outlets such as TV and magazines — but more time online — after becoming a mom.  An Eric Mower and Associates survey, for example, found that more than half of new mothers spend less time watching TV (59%) and reading magazines (55%), and that 59% also spent less time shopping in stores. The percentages are similar for moms as they have more children or their kids get older. 

When asked about time on the internet, however, the balance was more even: 25% of moms spent more time online while 29% spent less. For online shopping specifically, digital won out, with more than a third of mom internet users spending more time on ecommerce than before.


BabyCenter reflected these findings in an August 2011 survey, "Shopping Rituals of the American Mom," which also demonstrated that online activities related to shopping are important to moms. New-​mom status made women more aware of value and quality, both research studies indicated.

BabyCenter's survey found that 71% of moms use websites such as shopping engines and review sites to compare prices, and 56% search for coupons or deals. Higher percentages of moms also turn to websites to compare product features and for product recommendations than to other information channels, such as retail stores or traditional media.


U.S. e‑commerce spending for retailers during the November-​December holiday shopping period totaled $37.2 billion, a new record, according to comScore.

That spending total topped the 2010 holiday shopping period by 15%, comScore said. In addition, 10 individual shopping days during the season saw online spending surpass $1 billion. The leading day was Cyber Monday, Nov. 28, on which online spending was nearly $1.3 billion, up 22% from Cyber Monday 2010. Online spending on Black Friday, Nov. 25, posted the biggest year-​over-​year gain, 26%, finishing at $816 million.

Noting that spending at brick-​and-​mortar retailers during November and December rose 4%, Gian Fulgoni, comScore’s chairman, said that “it’s clear that e‑commerce continues to gain market share from traditional retail due to the attractiveness of the Internet’s convenience and lower prices. Consumers were especially attracted to the deals and discounts available through digital channels, particularly free shipping, which occurred on well over half of transactions this season.”

[Source:  "New Moms."  Eric Mower & Associates/​Harris Interactive.  8 Dec. 2011.  Web.  6 Jan. 2012; "2011 Shopping Rituals of the American Mom."  BabyCenter.  3 Nov. 2011.  Web.  6 Jan. 2012; "2011 Online Holiday Shopping data."  comScore.  4 Jan. 2012.  Web.  6 Jan. 2012.]