Study: Shoppers Go Online For Mom

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Mother’s Day was a special time for web-savvy moms and their families according to new data released today from Nielsen//NetRatings. The data demonstrates that the Web has become an important tool for remembering Mom with greeting cards sites growing collectively 83 percent week over week, increasing from a unique audience of 5.9 million to 10.7 million, in the week ending May 14.Yahoo! Greetings, 123Greetings.com and AmericanGreetings.com Network increased 216, 186 and 122 percent, respectively.

Advertisers have taken notice of this growth with an estimated online ad spending on gifts and flowers image-based impressions totaling $4.6 million in the week ending with Mother’s Day. The ads surrounding this holiday target both consumers visiting greeting card sites to send e-cards andthe recipient, Mom,who will seethe ads surrounding the actual e-cards.

The study also found that consumers used the Internet to purchase flowers and other gifts for their mothers helping related Web sites grew collectively 38 percent week over week, increasing from a unique audience of 5.2 million to 7.1 million, in the week ending May 14. FTD.com, 1800flowers.com and proflowers.com were the top three fastest growing gifts and flowers sites, increasing 205, 127 and 96 percent, respectively. Finally, the fastest growingsiteduring that timewas Yahoo! Greetings, which increased 216 percent from a unique audience of 565,000 to 1.8 million. The second fastest growing site was FTD.com, which increased 205 percent from 899,000 to 2.7 million unique visitors.

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