Google Reveals The Shopping Tendencies Of Canadian Mothers

Canadian mothers are internet savvy, “digital snackers”. It was reported by Google Canada that some 81% of mothers in the country use search engines to gather information about a specific product or service prior to a trip to the supermarket.

It was also revealed that peak times for mum-surfing come early in the morning and late at night, presumably when they get some time to themselves. After search engine usage, the most popular means of research by these maternal surf-monkeys is via e-mail, looking at maps, checking retailer websites, and chatting on social media sites.

The survey polled 4,896 women between 18 – 75 in Canada, including 3,806 mothers. The results tell us that search engines form the authoritative means of knowledge provision for this demographic, with CPG (Consumer Packaged Goods) products topping the list of items.

In all categories of the survey which detail the reasons for pre-purchase information gathering, search engines came out on top over both video-sharing sites such as YouTube, and social networking sites like Facebook.

The statistics were similar to those recorded for mothers in the USA. Both studies revealed similar online patterns and thought processes between the US and Canadian mums, with both tending to log-on early and late at night, as well as the shared expectation that popular CPG brands will be situated at the top of the search engine results pages (SERPS).

The outcome of this research outlines the importance of search engine services for consumers, as well as the significance of search engine optimisation for websites, the latter of which would not want to miss out on the custom of the thousands of Canadian women employing the internet in their motherly quest for bargain buys and trustworthy brands.

By: Harvey McEwan

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