Moms Spend 24 Hours a Week Online, According to Just Released Study by Disney Online

Results Show Technology Makes Being a Mom Easier by Increasing Mom's Ability to Search for Information, Connect with Others and Manage Family Activities

Oct 27, 2010, 10:30 ET from Disney Online

BURBANK, Calif., Oct. 27 /PRNewswire/ -- Results were revealed today from Disney Online's M.O.M. – Mom on a Mission research study, that illustrate how today's Mom is utilizing technology and the Internet to make being a Mom easier.  Key learnings were shared in an address presented by Paul Yanover, EVP of Disney Online and Brad Davis, SVP of Disney Online Ad Sales, at M2Mom® -- The Marketing to Moms Conference in the Chicago Cultural Center.

"We are committed to be experts on the marketplaces we serve, and to share our knowledge with clients and the industry at large," said Paul Yanover, EVP of Disney Online. "Moms inspire us in how they can juggle so many roles, from being the caregiver and household CEO, to coordinating all the family's activities," added Yanover.  "Our study results showed that technology and the Internet are helping to make moms' lives more manageable, so they can spend more quality time with their families."

Technology Makes Being a Mom Easier

When asked about how they use technology, Moms said that the different devices they use make being a Mom easier.  The devices help them get more done, manage their life and their family's lives more effectively, and stay better connected with family and friends.  

According to the study, Moms use the following technology and devices:

  • Computer (89%)
  • Internet (87%)
  • Mobile Device (84%)
  • Television (80%)
  • Digital Camera (77%)
  • CD/DVD Player (75%)
  • Social Networks (55%)

Moms said they also use technology to create more opportunities for family bonding activities such as playing games on the Nintendo Wii and watching movies on their DVD and Blu-ray player.

Moms Start Their Day with Coffee and the Internet

Moms spend the most time on the Internet between the hours of 5am and noon, so they can get a lot done!  They use the Internet to connect with others, find information, plan activities and for entertainment.  They check email, visit their favorite sites, manage tasks and read the news.  With all that Moms have on their plate, they are very task oriented while online:

  • Three out of four Moms go online with a specific activity or goal in mind
  • Moms spends an average of 6.9 hours a week online connecting with family and friends: 84% stay connected through email and 69% through social networks
  • In an average week, Mom spends one full day online!

Moms Turn to the Internet First for Information:

For subjects other than their child's health, Moms turn to the Internet as their primary source of information:

  • 71%  go online to find deals or discounts
  • 71%  to find recipes
  • 62%  for family activities, entertainment and travel
  • 59%  for personal health questions
  • 56%  to find arts/crafts projects
  • 54%  for holiday planning and activities
  • 50%  to find dieting information
  • 49%  for beauty/style
  • 46%  to seek answers for financial questions
  • 42%  for parenting advice
  • 41%  to answer questions on baby/pregnancy

M.O.M. – Mom on a Mission Study

Disney Online's M.O.M. – Mom on a Mission study was conducted in June 2010 by Ipsos OTX MediaCT, with the objective of gaining insights to understand today's Mom, her roles, and how technology and the Internet affect her life.  The study was conducted in two phases: consumer immersion blogs and online quantitative study.  In Phase One, nine moms interacted in an online, secure blogging environment by uploading images, video and text for one week.   In Phase Two, an online quantitative study was conducted with a sample of 3,300 females, ages 21-54, who were either currently pregnant or had one child in their household between the ages of 0-14 years.

About Disney Online

Disney Online ( or text MOBILE to DISNEY (347639)*), a unit of Disney Interactive Media Group, produces the No. 1 ranked community-family and parenting destination on the World Wide Web**. Launched in 1996, is the online and now mobile web gateway to all of the company's Disney-branded entertainment initiatives, providing comprehensive access to, and information about Disney movies, travel, television, games, music, shopping and live events.

The Disney Online Mom and Family Portfolio is a leading group of sites that provide inspiration and ideas for parents on a variety of topics important to today's families, including easy recipes, crafts, traveling with children, pregnancy, and parenting. Other sites in the Portfolio include, and

*Msg. & data rates may apply

**comScore Media Metrix

About Ipsos OTX MediaCT

Ipsos OTX MediaCT is the market research specialization within Ipsos built to reach, engage and more effectively understand today's digitally-driven consumer in the fast moving media, content and technology space. By integrating new technologies and immersive techniques with extensive traditional research experience, Ipsos OTX MediaCT's market leading research solutions help clients better understand media and technology consumption, evaluate content, monitor the value of brands and provide guidance for successful innovation. The Ipsos OTX MediaCT approach results in deeper and more profound consumer insights that allow companies to maximize their return on investment. To learn more, please visit  


Dana Henry Benson

Disney Online

O: 818-623-3420

M: 310-849-2235

Kirsten Erickson

Disney Online

O: 818-623-3886

SOURCE Disney Online