Marketing To Mom's - A 2014 Year In Review

Dec 15, 2014 by Mark Maier

MediaPost has a specific newsletter titled "Engage:Moms" and with some businesses noting that females drive 80% of the buying decision, understanding what tools to help your clients engage with Moms is very important.  They recently posted a year in review of marketing trends that I think is important for us all to read, understand and engage...

"Did you know that 71% of modern mothers work outside the home? And we are in the midst of the rise of the Latina mom? Moms make 90% of their purchases online. The following is a year in review of 2014’s most interesting research and insights into today’s mom: 

Marketing to Millennial Moms Whitepaper – Exponential

• Millennial Moms have 3.4 social networks on average and spend 17.4 hours on social sites 
• The impact of social media on a Millennial’s self-identity is most prominent in purchase decisions in the fashion, fitness and beauty sectors. 
• Hispanic Millennial moms are most likely to be researching beauty products and dieting 
• 38% of Millennial moms use Pinterest, 33% use Instagram

Marketing to Moms is More Important than You Think Survey Monkey

• 48% have used their smartphone to research products in the last week
• 10% more moms are using tablets; 13% more moms use smartphones
• 60% of moms check Facebook multiple times a day (up from 47% of last year) 
• 68% are following at least one brand on Facebook
• 65% have made a purchase due to a recommendation they saw online

Pinterest Media Consumption Ahalogy

• The most active Pinterest users are Millennial Moms.
• 61% of active moms have tried more than five Pinterest-inspired activities
• 43% of moms have purchased online or at a retail store because of Pinterest

79% of mobile moms use phones in-store Fierce Retail

• 79% of moms use their phones specifically for in-store shopping
  • 73% use it to comparison shop in a mass retailers
  • 35% in a grocery store
  • 22% in discount store
• Moms engage with mobile ads more if a coupon is attached

Money Talk Baby Center

• Can cost more than $13k/year to raise a child
• 11% increase (since 2013) in moms who are worried about having enough money to raise a child ( of moms, now)
• 58% of moms plan to limit their family size for financial reasons
• 60% of moms feel pressured to appear well-off on social media
• 6/10 moms say their children don’t know the value of a dollar

BabyCenter U.S. Mobile Mom 2014 Report: Small Screens’ Big Influence on Moms’ Path to Purchase

• Amazon is mom’s favorite shopping app at 46% (down 30% from 2013) 
• Retailmenot app saw the most growth (up 20% since 2013)
• 41% scan in-store with their phone, monthly or more often (more than half bought after scanning)
• 67% are comfortable using one-click buying options

Moms and Social Networks Fact Sheet Pew Research 

• Percent of moms who use each social network
  • Facebook 85%
  • Pinterest 37%
  • Instagram 24%
  • Twitter 19%

Moms Stressed out by Social Media MediaPost

• Half of mothers feel pressure to create the image of a perfect life on social 
• 53% have considered taking a break from social media for “their psychological health”

How to spot a Mom-Fluencer and how to win her over Punchbowl Trends Blog

• Moms are 20% more likely to use social media than the average person
• 58% of moms would toss a TV if they had to get rid of one digital device
• 25% of all products in her shopping cart are environmentally-friendly

Connecting with Today’s Super Consumers: Mobile Moms  InMobi

• Moms globally spend an average of 6.2 hours per day consuming media content
• 2.3 hours per day are spent on mobile media, 1.4 hours/day on TV, 1.4 hours/day on desktop computers
• 49% prefer mobile because “it’s easy to use”, 47% say it’s because it’s constantly with them, and 29% say because it’s private
• 28% have used 6-10 apps in the past 30 days
• 84% plan to conduct mobile commerce in the next 12 months, 11% plan to conduct mobile commerce today

Harnessing the Power of Mom-to-Mom Influence Dedicated Media

• 58% of all online spending is done by moms
• Moms make 90% of purchases online (overall population makes 76% of their purchases online)
• 55% of mothers who use social media regularly base their purchase decision on what they read on blogs"

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