Parents-to-Be, College Students Prefer Search

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Eighty-six percent of new parents-to-be use the Internet to search for information on pregnancy, much higher than other sources of information, according to new research being released today by Yahoo Search Marketing at its Life Series Research presentation at Hudson Hotel, New York.


That surpasses books (68 percent), newspapers (36 percent) and television (24 percent).


Also, 81 percent of college students rate search as their best source of information, followed by friends and family, 64 percent; newspapers, 36 percent; and TV, 24 percent, Yahoo Search found.


College students and new parents-to-be are two of 12 life-stage groups that Yahoo is studying in its Life Series Research, which aims to pinpoint ways that advertisers and consumers can benefit from one another throughout the dynamics of life events.


"To own a consumer's point of entry into a product category and develop long-lasting relationships is every marketer's goal," said David Karnstedt, senior vice president and general manager for direct business at Yahoo Search Marketing. "What we are doing now is gaining more insight into how our customers can accomplish this via search."


The study found that though they search online for information, many of the new parents make the purchases for their new babies offline. It also found that college students are more likely to make online purchases, except for larger investments, where they trust offline channels more.


The study was conducted by Yahoo Search Marketing, Greenberg Brand Strategy, Compete Inc. and Hall & Partners.


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