Women Online Provide Frequent Advice on Products: Study

Women with children who are Internet users are a powerful force when it comes to spreading the word about products and services to family and friends, according to a new report.

These consumers are nearly twice as likely as the average Web user to offer advice about parenting and family, non-food household products and beauty and cosmetics.

They are also more likely to talk about clothes and fashion, food and beverages, home decorating and interior design and health, diet and exercise, the report by Nielsen Online, a service of The Nielsen Co., found.

“We’re seeing women using online avenues like e-mail, online forums and social networking Web sites to extend a role they’ve long held as information seekers and relationship builders,” said Chuck Schilling, research director, agency and media analytics, Nielsen Online, in a release. “Moms, in particular, look to the Web to connect with other parents for tips and support, and they aren’t afraid of new technologies—this group is nearly 25% more likely than average to author a blog.”

The top five Web sites these women—ages 25 to 54—frequent are: Scholastic.com and BirthdayExpress.com (tied for the No. 1), General Mills, The Gap and FamilyFun.com.