Women aged 25-54 with at least one child -- the so-called "Power Moms" -- represent nearly 20 percent of the active online population, according to Nielsen Online, and they are wielding more influence than ever.

So what are Power Moms doing online? Where they spend time varies by demographic categories. For example, "Established Moms," those aged 40-50 with three or more children at home, are heavy online shoppers, with Shopzilla.com the most popular site. Newbie Moms, aged 25-34 with one or two children at home, also enjoy online shopping, but social networking sites play a much more prominent role.

Power Moms all share a concern for the economy and seek money-saving strategies and solutions online, and the number of conversations continue to grow. "Mom bloggers review everything from beauty products to cars to inkjets, enabling marketers unparalleled reach to their target consumers. In an increasingly connected world, moms seek the wisdom of their online counterparts as trusted advisors," said Jessica Hogue, research director, Nielsen Online.

"Established Moms gravitate to online shopping destinations where they are likely to be receptive to highly relevant promotions to allow [them] to indulge [themselves] while saving on [their] family's needs," notes Hogue. "However, marketers shouldn't rule out the rising prominence of social networking sites among this cohort, which is one of the fastest-growing demographics on Facebook."

It Takes an (Online) Village: Newbie Moms Socialize
Top sites visited by Newbie Moms, women aged 25-34 with one or two children in the home, include several social networking destinations. Newbie Moms are more than twice as likely as the average Web user to visit Blogger, and 85 percent more likely to visit Facebook.

"For Newbie Moms, social networking is literally woven into their day-to-day existence," explains Hogue. "Newbie Moms use the Internet to gather information about everything from nursery décor to choosing the right pediatrician. As they navigate caring for a newborn, returning to work or managing a growing household, the Internet acts as a lifeline to answer worrisome middle-of-the-night questions and to build community. Many Newbie Moms today blog about their experiences and use social networks as an efficient way to quickly broadcast their latest pictures and family updates."

Power Moms Talk About Saving Money
Across the board, moms are increasingly concerned about the economy and seek money-saving strategies and solutions online, which in part is fueling today's digital coupon renaissance. Within Nielsen Online's Power Mom blogger segment, composed of more than 10,000 parenting and mom-oriented blogs, the economy and money-saving conversations permeate more than 12 percent of total messages posted during March and April 2009, up from 8 percent the year prior.