Moms who blog have become important partners for many marketers -- but not just the moms who blog about motherhood and family issues.
"Although blogs about parenting issues are the most common topic marketers think of when they hear the words 'mom' and 'blog,' in fact, the topics moms cover in blogs go far beyond that," said eMarketer senior analyst Debra Williamson.
About 12.1 percent of all online moms in the U.S., or 3.9 million women with children under 18 write blogs, the firm reported.
While many of them blog about parenting, most write about a range of subjects, from parenting to couponing to travel, automobiles or personal technology -- all of which is highly influential to the nearly 33 million moms who go online in the U.S., Williamson said.
"While they share one thing in common -- having children -- they are a diverse group," she said. "This diversity is both a benefit and a challenge for marketers; creating a strong blogger outreach program takes time, effort and nurturing."