5 Online Habits of Moms (and What They Mean for Brands)
Many consumer brands target moms because they’re commonly in charge of the household decision making (in fact 72% of women control well over half of the spending in their households). Recent research around moms indicates they’re spending more time with technology – online, on their phone, on their tablet – than ever before. The question for consumer brands is: how do we meet moms online and give them what they need?
We’ve pulled together some statistics around the digital habits of Moms and identified what those habits mean for brands that are marketing to moms.
7 in 10 American mothers make recommendations about brands to other mothers and 53% do so via social media
While some businesses question the value of social media because it’s hard to measure the value of a Like or Retweet, there is little doubt that Facebook, Twitter, and Pinterest provide spaces for consumers to interact with brands and share those interactions with others. Consumers identify with brands they like and now there are a growing number of channels for sharing opinions with others. A tip for your brand: make sure your website is written with Open Graph tags so that the relevant image and headline display when people share links from the site on Facebook, Twitter, Google +, or elsewhere.
Ensure your website is written so that when shared on sites like Facebook or LinkedIn, a preview image, headline, and preview show up.
53% of moms say they use technology to help plan special occasions like holidays or birthdays
Cultivate a presence for your brand on sites that moms go to for planning events. On Punchbowl.com, brands have the opportunity to reach party planners through on-site advertising, sponsored emails, custom invitations, and more. Ensure your brand is at the point of use for party planning so moms have your product on the brain when shopping for the event.
Moms are 58% more likely than the general population to shop via mobile device
Spend time evaluating how your website looks on smart phones and tablets. When you send email marketing campaigns, is the transition from the email to your website seamless, and does the site have a good UX? A poor user experience will turn off customers in a matter of seconds.
Moms are 61% more likely to visit Pinterest than the average American
Pinterest is up to 20 million users – just about double what it was a year ago – and moms are the site’s biggest fans. You want your brand’s Pinterest page to inspire consumers through ideas, images, words, and your product. Create a strong Pinterest page with topical boards, a wealth of powerful visuals, a variety of pins that create a vibe moms aspire to, and optimize your page for eCommerce so your pinning strategy results in profit.
Create an essence that is creative, but achievable on your Pinterest page that moms want to aspire to: crafty DIY projects, chic decorations, unique recipes, and your brand's products.
Moms spend an average of 24 hours a week online looking for discounts, recipes, family activities, health information, arts & crafts, and parenting advice
Moms don’t go online to be sold. They go online for ideas, suggestions, and advice. Perhaps through that advice they find a product to buy, but that is secondary. Ensure your brand is a resource for consumers. Let’s say you handle the marketing for a type of candy. On your product website, you can include recipes for birthday cakes that incorporate your candy or ideas for party favors that use the candy. Give customers a reason to buy your product rather just saying how great it is.
Read 15 more facts about the digital lives of moms in the “Moms & Digital: 20 Stats About Tech Loving Mama’s” white paper.