“Women with children most likely have more time constraints, and therefore a limited time budget for media consumption. Therefore, increased use of the Internet is more likely to cannibalize time that was once spent watching television for these women,” said Jupiter analyst Jon Gibs in the report.
About 44 percent of women with children said their usage of the Internet caused them to spend less time watching TV, the Internet research firm found in its report.
Jupiter recommended that advertisers and programmers interested in reaching mothers should therefore consider increasing their online marketing efforts relative to TV advertising. The report comes at a time Internet companies are trying to woo advertisers to the Web by proving to them that the ad dollars spent online will go a long way.
About 29 percent of mothers surveyed said they used the Web to play games online and the same percentage used the Internet to download music while 40 percent used the Web to conduct research for school and homework-related projects.
Many mothers also tend to use online coupons for local services and grocery products and about 41 percent of mothers surveyed said they buy things online on sale that they wouldn’t have bought otherwise.
Women without children were more likely to turn to the Internet for making travel arrangements, doing research for work, checking stock quotes and reading the news online. They also spend more on the Web than women with children.
The report found that about 63 percent of women without children spent over $100 online over the past three months while only 52 percent of women with children said the same.