Much attention is paid to the single, younger users of the Internet, those individuals around the age range of 16-25. However, there are other user segments that are not only increasing in size at a faster pace but that also have the potential for higher levels of spending and are demonstrating a proclivity for inclusion of the Internet in their shopping arena.

For example, those individuals who are 65 and older actually spend more time on the Internet than any other age group, including those perceived “heavy users” aged 16-25. Yet another behavioral segment of the Internet marketplace that offers significant opportunity but is often overlooked is mothers, which is the topic of this article. Typically 18 years of age to near 40, this market segment has latched onto the Internet as a vital resource for information exchange regarding childbirth and child rearing, communication or interaction and the purchase of products and services. Oftentimes, the purchase of products and services is actually completed online via eBay or Craig’s List, online storefronts or the websites of the various retail establishments. In other cases, the Internet stimulates a trip to the local bricks and mortar facility to complete the purchase.

Moms are a force to be reckoned with online. From product ratings and reviews to social networking and brand building viral style via word-of-mouth, moms are an important but sometimes overlooked group of which marketers should take note. According to three separate studies conducted over the last year by Pew Internet & American Life Project, the National Telecommunications & Information Administration and Experian Consumer Research, about 86% to 87% of parents are online. Experian found that the figure rose to 94% among women who expected to have their first or second child in the next year.

In addition to the high Internet penetration of moms in particular, eMarketer reports that the number of US adult female Internet users with children is about 34.2 million. Nielsen Online (32.4 million) and comScore Media Matrix (30.1 million) also reported similarly high numbers. eMarketer also found that nearly 44% of all adult females who go online are mothers.

Whether online or off, new and expectant moms are talking about products to friends, family and colleagues. According to BSM Media, 64% of moms asked other mothers for advice before they purchased a new product and 63% of mothers considered other moms the most credible experts when they had questions. Keller Fay Group and BabyCenter.com, in a 2008 study that compared women in the general public to new and expectant mothers, found that each week, women in the general public have 83 total conversations about products and 59 of those conversations mention a specific brand. For new and expectant mothers, those numbers rise dramatically to 109 total conversations and 70 brand-specific mentions, leaving the door wide-open for brand-related word-of-mouth pass-along. In fact, the same study found that 70% of pregnant and new moms trusted what they heard from other moms and more than 50% said they tended to pass that information along to others. Further supporting mom word-of-mouth, NPD Group found that nearly three-quarters of the mothers surveyed received product information via word of mouth or online, and SheSpeaks found that 87% of female Internet users will mention a favored product in conversation, 67% will call others to let them know about the product and 64% will forward an e-mail link to others.

Some marketers are beginning to realize the power that moms are wielding online. This market segment has been an early adapter of Web 2.0 technologies as can be seen in the popularity of “mommy” blogs (blogs written by and for mothers and expectant mothers) and entire women-focused blog networks such as BlogHer. Just a few years ago, women had to rely on their own moms, other mothers, books and offline groups to find and share motherly information, now those women are doing these things online – tracking down parenting advice, researching products, joining groups alongside other mothers and sharing their experiences with other new and expectant moms.

From online ad campaigns that stretch across mommy blog networks to BlogHer sampling programs, astute marketers are recognizing the new online trend and are wanting to get their products in front of moms and mothers-to-be. With the propensity of moms to seek out and then share information, marketers want to get their products in the hands of would-be users and clearly broadcast their brand messages. To do this, marketers are using tools that encourage trial and information sharing, including: product sampling, couponing, blog tags, portable content that can easily be picked up and shared across the Web (including the use of tools such as ShareThis), brand blogs, testimonials from real moms and even connecting directly with bloggers to secure product reviews, which can be very powerful when a blogger has a strong following or belongs to a network of bloggers and posts a positive review. Like marketing to any other group, negative word-of-mouth is a risk that marketers must face when approaching moms online – you must be credible, respectful and above all must have a product that has a perceived benefit in order to effectively use these tools.

New and expectant moms make up a perfect behavioral target group for baby-, mom- and family-related marketers. This group is the epitome of an ideal, online target market – large in size, significant spending power, shared interests around a defined activity, strong desire for reliable information and the desire if not the duty to share product experiences with others within the target market. From women’s social networking sites to mom-friendly product and service sites, marketers are taking advantage of the power of moms and expectant moms.

If you have a product or service that is aimed at moms, expectant moms or their families, you are missing a tremendous opportunity if you are not taking advantage of the online tools that are available to you. If in doubt, go ask your “moms” if you should go online to play in this marketplace. The answer will be a resounding – YES!

Timothy J. Hull is President & CEO of TDH Marketing, Inc., a Dayton, Ohio-based marketing firm with alliances and joint ventures in the U.S., England, and Singapore that support its global client base. The firm provides strategic, marketing, operational, and communications planning and implementation for both large and small corporations looking to develop profitable, technology-driven business growth.