Study Reveals That 80% of Moms Use the Internet to Free up Time in Their Overbooked Days; Nine in Ten Mothers Feel Pressed-for-Time

Business Wire, May 5, 2004

Business Editors/High-Tech Writers

DULLES, Va.--(BUSINESS WIRE)--May 5, 2004

America Online, Inc.

 Research Finds Banking, Shopping, Meal Planning Among Top Time-Saving
     Activities; Moms Online Overnight and In Early Morning Hours

   Los Angeles and Atlanta Moms Most Time-Pressed; Boston the Least

Call them empresses of organization, multi-tasking maestros, or just plain family managers. Whatever the title, today's moms are overwhelmingly overworked, and they are tapping into the time-saving power of the Internet to make their busy lives easier, according to a national Mother's Day survey conducted by Opinion Research Corporation for America Online. Fully 89% of those surveyed say they don't have enough time in the day to get everything done, and 80% save time doing some of their chores or activities online, freeing up an average two hours a week.

According to the survey, moms are so busy they must squeeze their personal online time in during the evenings and at odd hours. Sixty-eight percent of moms surveyed are most likely to go online between 7 p.m. and 6 a.m. while 20% of moms go online in the early morning between 6 a.m. and 8 a.m. Among the nation's 10 largest cities, moms in Atlanta and Los Angeles have the least time while moms in Boston have the most time.

"Whether they're at home or in the workplace, today's moms play many roles - homework helper, meal planner, chauffeur, family publicist and overall family manager - and are increasingly using the Internet for time-saving tools that provide real solutions for managing their daily lives," said Tina Sharkey, Senior Vice President of Life Management and Community, America Online. "In fact, our survey uncovered that 80% of respondents are using the Internet to free up time in their busy schedules by paying bills and doing research online. Even the busiest moms can now carve out 'me' time."

    Key findings from the survey include:

    --  Fully 80% of those surveyed say they save time doing some of
        their chores or activities online that they would typically do
        offline; moreover 95% agree that the Internet saves them time
        on various ongoing activities like paying bills, research and
        staying in touch with family and friends.

    --  Nine in ten mothers feel pressed-for-time and wish they had
        more time in the day to accomplish everything they need to do.

    --  More than half of moms (54%) say the Internet helps them get
        or stay organized; the most common way is through email alerts
        and reminders (67%), online calendars (37%) and online filing
        systems or folders (32%).

    --  48% say they stay in touch with loved ones by sending each
        other photos, while 10% use a Web cam. Almost 20% of moms use
        the Internet to connect with others by visiting chat rooms and
        posting on message boards.

    --  While communication remains a popular online activity for moms
        (96% use e-mail to communicate with friends and family
        members) many moms are using the Internet to take care of
        tasks they would otherwise conduct offline, including:
        --  Planning and researching trips (75%)
        --  Getting news and current events (71%)
        --  Banking/paying bills/managing their finances (68%)
        --  Doing research on products to buy (67%)
        --  Getting health information (66%)
        --  Finding recipes for dinner or large occasions (63%)
        --  Searching for discounts and coupons (55%)
        --  Filing taxes online (42%)
        --  Researching home improvement projects (35%)

    --  One in four of all moms (25%) say they have made new friends
        online either in community areas, on message boards or in chat
        rooms. Among moms who spend 10 or more hours online a week,
        39% say they've made new friends online.

    --  About one in four moms (26%) say they are a member of an
        online community via regular visits to a message board, chat
        room or online group. Moms who are not employed are more
        likely to be members of an online community (33%), as are moms
        who spend 10 or more hours a week online (38%).

    --  By far the most common type of group moms belong to are moms
        and pregnancy groups (31%), with weight loss groups (10%) and
        local hometown groups (8%) far behind.

    --  The primary reason moms use the Internet is to have multiple
        resources at their fingertips (35%), followed by the
        convenience of not having to leave home (22%).

    --  Nearly 55% play games online with 14% playing between midnight
        and 6 a.m.

    --  Mothers who use the Internet spend an average of seven hours
        online a week, not including work-related Internet usage.

    --  Moms are most likely to go online between 7 p.m. and 6 a.m.
        (68%); although large numbers also use the Internet between 6
        a.m. and 12 noon (50%) and some even log on in the wee hours
        between midnight and 6 a.m. (13%).

    --  Nearly half of moms (46%) say cracker and/or bread crumbs can
        be found stuck in their keyboards, while one in four (24%) say
        lint is stuck in their keyboards, 15% spilled coffee, and 9%
        say they have a piece of a child's toy stuck in their
        keyboards. Life Management S.O.S.