• July 21, 2009

    Nielsen Researcher Explores the Rise of “Power Moms” and Their Online Presence as Guest on Purse Strings - 3pm Eastern

    Jessica Hogue, research director for The Nielsen Company is Maria's guest on Purse Strings at 3pm today. Ms. Hogue will discuss a recent key consumer segment analysis she spearheaded, which focuses on the “Power Moms” market. Power Moms are women between the ages of 25 and 54, with at least one child, who regularly participate in online activities. Ms. Hogue will explain how these Power Moms are using the Web to communicate and what they’re saying. The report is based on a blend of blog posts, comments and Web links developed through ongoing monitoring of more than 10,000 mom and parenting blogs. According to a recent Nielsen Power Moms report, moms identified as “Established Moms,” aged 40-50 with three or more children at home, are heavy online shoppers. Moms labeled as “Newbie Moms,” aged 25-34 with one or two children at home, also enjoy online shopping, but social networking sites play a much more prominent role.

    “The insight this report brings is helpful to any company seeking to learn how to engage Moms online in ways that really resonate with them,” said Maria Reitan show host and Sr. Principal at Carmichael Lynch Spong. “Companies must understand where these women are, what they are doing and what messages will break through the online clutter.”
    Jessica Hogue oversees integrated Nielsen online research and analytics for the company’s consumer packaged goods (CPG) practice. In this role, she manages research projects to study consumer perceptions of multiple brands and consumer categories, and leads Nielsen’s online health, wellness and sustainability trend research. The episode airs at 3PM eastern, Tuesday July 21 and will be available on-demand in the Purse Strings Archive at WebmasterRadio.FM or via distributors such as iTunes and Mobilecast.