Demographics/Psychographics

Demographics

• Married females 35-45yo, 1+child between ages of 6-17yo
• Has some college education
• HH income $50,000+ (looking to supplement income)
• On internet at least 1hr/day (more internet than TV daily)
• Was part of the workforce before becoming a mom
• Lives in urban/suburban area
• Owns home
• Husband works full-time
• Has personal email
• Part of at least one social network online (forum, blog, discussion board, etc.)

Psychographics

• Was a "high achieving" career woman before became mom
• Typically a woman who can't find the product she's looking for (generally kid-related), so she fills the demand
• Breaking traditional mold of "stay-at-home mom"
• Works when kids sleeping/at school
• Big on family time/vacations. Due to economy, vacations are usually day-trips/require car travel.
• Deliberately chooses not to return to work outside of home. Often feel a bit empty once stay-at-home mom--used to being intellectually stimulated on a day-to-day basis, earning a salary, spending as they wish.
• Use internet for everything (maps, directions, weather, research, shopping, medical info, schedules, entertainment, business, email, etc.)
• Involved in or writes own blog
• Passes on interesting info when she comes across it
• Is goal oriented. Used to setting and achieving goals.
• Views the internet as a "link" to outside world.
• Posts more than twice the average U.S. adult (blog, maintain web pages, etc.)
• Views tools (rewards, loyalty cards, coupons via computer, opt-in daily emails) to be "blessings" in their lives.
• Average of 171 contacts in email, social networking, & cell phone address books
• Generally looks at the first page of search results only
• Uses the internet to educate themselves--like learning
• Always looking to save time/work faster & better (get to the point)
• Expert multi-tasker