Tech Savvy Moms

smartphone-shopping-670x300When I grew up in the marketing business 30+ years ago as a cracker jack account guy at BBDO working on brands like Pine-Sol, Pillsbury cake mix and Campbell’s Chunky Soup, I quickly learned the “power of moms” in the purchase decision of products and services. Obviously lifestyles have dramatically changed in the past 30 years, but moms are as influential as ever–even more so. But what’s really interesting is that moms are becoming very tech savvy, more so than the population at large, in their use of smartphones, tablets, social media and in making online purchases.

I recently read an interesting article on this subject in the November Media Audit FYI.  The point the article makes is worthwhile to reflect on. Moms are really busy (duh), and as a result, information and technology that makes their jobs a little easier are embraced. The following is the article in How Media Habits of Moms are Changing. Smart stuff.

For marketers targeting moms, reaching them at times when they are most likely to be influenced to buy is becoming a challenging task.  Today, moms still represent the single largest sector that controls much of the family’s household expenditures and yet they are increasingly harder to reach.

With only 27.5% of moms with children living at home who are exposed to a daily newspaper in a typical day, and nearly 40% who are considered light users of television, technology is quickly filling the gap for how moms spend their time. According to a recent published report by The Media Audit, moms spend nearly one-third of total daily media exposure surfing the internet and using email.

With busy lives, moms have learned to quickly adapt to technology and mobile devices that help to make their lives easier. Nearly 77% of moms now text from their cell phones, while 60% access the Internet from a mobile device such as a smart phone or tablet. As a result, moms are 22% more likely to own a smart phone and 24% more likely to access the Internet via a mobile device, when compared to all female consumers. Furthermore, those moms with children under the age of 6 are nearly 40% more likely to access the Internet via a mobile device.

The data has significant implications for e-commerce, as nearly 50% of moms who own a smart phone now conduct at least twelve online purchases in a typical year.

Tablets are also a popular tech gadget for moms. Nearly one in three moms with children under the age of 12 own a tablet such as an iPad or Galaxy Note, a figure that is 40% higher when compared to all female adults.  Furthermore, one in ten moms plan to purchase a tablet within the next year.

moms chart

Mothers, by virtue of having children living at home, also represent the younger end of the age spectrum for all females, thereby more likely to be heavier or more frequent users of products and services.  According to the study, moms who have children living at home are 21% more likely to be buying new furniture in the next 12 months, and 38% more likely to be heavy spenders at the grocery store. Also, mothers are 16% more likely than all female adults to be frequent fast food consumers, eating out at a quick serve restaurant an average of three or more times in an average week.

Big ticket items are also on the radar. Moms with children living at home are 26% more likely to be planning the purchase of an automobile in the next 12 months, and 12% more likely to be in the market for a new vehicle.  Furthermore, moms are 8% more likely to be planning cosmetic surgery.

While moms are increasingly utilizing the Internet, social media websites such as Facebook and Twitter are utilized at a rate that is 20% greater than the general population. According to the study, 71% of moms with children living at home have visited Facebook or Twitter in the past 30 days, a figure that compares to 59% for the general population.

Marketers take heed: Think about new ways to reach mom through technology. In most cases, she controls the family pocketbook. Always did. Always will.

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