The results of a recent study about Moms with “tweens”, undertaken by BIG Research, provided some useful results. The study, which was released last week and also discussed on Internetretailer.com by Allison Enright, revealed that moms of tweens (children 8 to 12 years old) do more online shopping and sharing than the average adult.

The survey of more than 15,000 respondents provided some interesting results:

• 47.6% of moms of tweens prefer to send e-mails after searching for products online, compared to 46.2% of all adults.
• 21.6% of moms of tweens communicate with peers about a product discovered online by text message, compared to 17.6% of all adults.
• 33% of moms of tweens regularly or occasionally use their mobile device to look information on products, that’s compared to 31.3% of all adults.

As anyone with a tween can tell you, time is always at a premium. Moms have to steal bits of time here and there to shop, and online retail is well-suited to the task. But what used to be a “shopping trip” might now be broken up across a number of online sessions on various devices that cut across retailers, comparison shopping sites, manufacturer sites, social sites, and more. That’s why it’s more important than ever to be able to create continuity in retail marketing programs.

Additional figures revealed:

• Facebook alone has 48.2% of moms of tweens regularly using the site, while 39.9% of all adults use the site on a regular basis.
• 43.5% of moms of tweens consider using e-mail and instant messaging a favorite leisure time activity, compared to 41.2% of all adults.
• After looking at a coupon, 46% of moms of tweens are more likely to start an online search of the product, compared to 35.6% of all adults.
• More moms of tweens (52.2%) read blogs on a regular basis than all adults (49.8%).

While some of the results show only slightly more activity on the part of moms with tweens, the wealth of data provides marketers with a chance to engage the demographic effectively.

via Internet Retailer

According to an article on Reuters, media buyer ZenithOptimedia has increased its 2010 global advertising industry growth forecast from 2.2 percent to 3.5 percent. This marks their third 2010 forecast increase due to the accelerated economic recovery across the U.S. and Europe.

Because of the sheer market size, North America and Western Europe are expected to be responsible for a majority of the forecasted growth. However, developing markets are growing at a fast pace and are expected to continue to drive expenditures in the global ad market in the coming few years.

Over the next two years, the more developed markets are projected to grow just 2.4 percent in 2011 and 2.9 percent in 2012. In contrast, developing markets are set for more robust growth of 9.1 and 9.8 percent in 2011 and 2012.

Within the industry as a whole, the television sector has performed especially well over the last couple years as more people have been spending more time at home because of the recession. In 2012, the television sector is forecasted to earn 40.8 percent of the global ad market, up from its 39.2 percent share in 2009.

In third place, behind television and newspaper advertising, the Internet sector’s increase in global market share is being driven forward by especially rapid growth in mobile and social media world. Internet ad spending is set to account for 17.1 percent of the global market in 2012, a dramatic increase from just 12.7 percent in 2009.

via Reuters