If you are looking for some great insight into the world of marketing to moms or marketing with moms, there has been a flurry of good data released over the past week that I would highly recommend reading:
1. Edison Research just released a new report called Moms and Media: 2011. The study examines media habits (as in social media) within the mom market. Not surprisingly, they found that moms are highly active on Facebook, have a higher rate of smartphone adoption, and spend more time online than any other group.
As this post details, Facebook moms are just as integral as mom bloggers, with Moms 40% more likely to follow brands on social media platforms than Dads. If you are a regular reader of this blog, you will notice that this aligns with our own research and thoughts.
2. Move Over Helicopter Parents. iParents are here.
Retrevo asked parents about their iPhone activities and found that iPhone parents have more Facebook friends and tend to be more digitially active than other groups. Even I have to admit that when I moved from a Blackberry to an iPhone I noticed that my own social media activities increased dramatically so the results of this study aren’t terribly surprising.
3. Finally, eMarketer reported that children have a major role in what (American) Gen X parents decide to buy. These consumers (aged 35 to 44) are also said to be more inclined to try new brands and stores if they have a coupon and that these Gen Xers enjoy shopping with their significant others and family.
I personally can’t relate to the latter point. To me, there’s nothing worse than shopping for a child that begs to buy some new bright-and-shiny object with every step you take through the store or be accompanied by a husband that questions every shopping decision thus lengthening the whole trip by at least an hour. But maybe it’s just me.
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