del.icio.us: where's mom?

There's a new study from DoubleClick Performics, Microsoft and ROI Research that says search is a great way to reach moms, that oh so valuable demographic. 70 percent are using search engines to gather information before making an online purchase and 57 percent are using it to research a product before they buy it off line. 64 percent head to a search engine after they see an ad for a product to find out more information. They'll find the product site among the search results, but they'll also find consumer generated content -- including content from other moms -- that may sway their decision in your favor -- or toward your competitor.

Read more results at MediaPost.