Moms are very complex consumers. They control nearly 80% of household spending (eMarketer), while balancing both their careers and families. To help marketers and agencies better understand this audience within the automotive market, interclick partnered with Dimestore to gain insights on the purchase patterns among moms as they plan a new car purchase. Our findings show that moms use the Internet as a research tool to educate themselves and start the purchase process: 43% use this medium to research different makes and models, 38% look online to learn about different features and 34% rely on the Internet to request dealership quotes and compare prices.

We surveyed 2,130 moms planning to purchase a new car in the next 6 months, and broke down the data by the children's age - under 5 years old, 6-12 years old, 13-17 years old and 18+ - to determine if life stage impacts purchasing trends. In some cases, where we saw minimal difference, we grouped the children's' ages to display under 12 years old, or 13+.

Lastly, we also leveraged interclick's propriety targeting platform, Open Segment Manager (OSM), to identify insightful facts within the audience data and gather further insight into the demographics and lifestyle characteristics of this audience.