Marketing to Working Moms: 84% Shopping Online at Work

July 15, 2010 § 2 Comments

Shop til we drop maybe becoming shop til we stop –  to work!

According to new research from AOL Advertising with OTX, 40% of women 18-54 include online shopping at work in their multi-tasking activities.

Eighty-four percent of moms tend to shop 15 minutes or more a day while at work.  And not surprising, they say they tend to shop for longer periods of time than non-moms because they have more downtime at work than they do at home.

The chief reason Moms choose to shop online is convenience and time-saving.  And what can prompt them to shop?  Sixty-nine percent say a specific need and some 60% are responding to email offers.

Some really big news is that one in four respond immediately after seeing a “deal” on an email.

Best day to shop online at work?  Fridays!  Half of all women do their shopping between 11 a.m. and 2 p.m.

The news that women take care of personal matters at work is not new.  Some spend as much as two hours a day doing personal errands.   We know that in the frantic race to get kids to school, games, homework, and meals, Moms are stretched.  The only respite in their day may be that lunch hour where they spend time responding to friends, shopping, paying bills, booking vacations and having their hair done.  But before bosses get upset about this time, it seems that 38% of women are working more than 50 hours a week.

For more details on the AOL study, click here.


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