Google Finds Moms to Be Search Pros

Google recently partnered with BabyCenter on a joint research study looking at how moms use search. Google says they arrived at four truths about moms and search:

1. The stork delivers search
2. Moms become black belts in search
3. Search is Mom's GPS to Store
4. Search is Mom's back up brain.

"These truths reveal to marketers that motherhood creates a unique search window during which a valuable connection can be made," says Jenny Liu on the Google CPG blog. "To make sure that messaging is getting through to Moms, marketers need to make sure they appear prominently on the first page of results when Moms enter both broad and specific queries into a Search Engine."

So how did Google and BabyCenter arrive at the "four truths"? Let's look at some of the stats from the report.

For one, mothers conduct nearly twice as many searches as non-mothers. According to the findings, before becoming a Mother, participants averaged 11 searches per week, and mothers averaged 21 searches per week. Searching is actually the number one activity conducted by Moms online (even more than email).

According to the study, 3 out of 4 Moms believe that they have become better at searching compared to a year ago. Over a third of moms don't make it past the top section of the first page of search results. Over half use full sentence queries to get more specific results.

The study also found that moms typically use search engines throughout their purchase decision making process. Half of those surveyed use search during the awareness, familiarity and consideration stage. Expecting moms and moms with teens are more likely than the average mom to use search engines during the loyalty stage to stay in touch with a brand and keep up to date with new offers and products, the study suggests.

53% of moms say they have every expectation of seeing well-known brands highlighted within a sponsored link, and 59% of moms say they would click on a coupon noted in a sponsored search result. Another 55% of moms can link a purchase in a physical store back to a search conducted via a search engine.

Moms use search engines to find recipes, reviews of products and services and finding coupons and deals. According to Google, 56% of moms say they would give up high heeled shoes for search, and 53% would give up lipstick. 
 

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> Social Media Will Not Replace Search