Moms all over the globe are going social. Today's mom is active online and is likely to advise other moms on helpful products or services. But moms still feel undervalued and underappreciated from the brands they trust.
Nielsen’s recent study Women of Tomorrow highlighted not only the growing influence that women have on purchasing decisions, but also provided insight into their behaviour across social media.
A key finding from this research illustrates that “social moms” are quite influential. A new study by NM Incite and Nielsen provides additional context on social mom’s content trends, shopping tendencies and overall social media engagement.
The social mom is highly active in accessing social networks via mobile devices. Fifty percent of all moms actively participating in social media access platforms via mobile devices, in comparison to 39 percent of females overall, and 37 percent of the overall population in general.
Social moms tend to be cost-conscious, being 56 percent more likely to download coupons than the general population. They are also more likely to shop online for CPG products than other product categories, with the research showing that 86 percent are more likely to shop online for cosmetics than the general public, as well as skincare products (85%), hair care goods (74%) and fragrances (68%).
The growing influence of women and moms is increasingly apparent, and so is their level of activity in social media. Moms who actively participate in social media are 81 percent more likely to become a fan of or follow a brand online, 86 percent more likely to post a status update, and 84 percent more likely to comment or post content than the general population. The research also shows that social moms definitely aren’t shy in sharing their advice and reviews of products with others. This segment is 85 percent more likely than the general population to share frequent advice about beauty and cosmetic products, 28 percent more likely to provide frequent advice about online shopping/e-commerce and 6% more likely to post a product review online.
The only generality that applies to all mothers is that they have children. Beyond that Moms are sophisticated, evolving consumers and understanding their values will give marketers the ability to stay in step with them.
April 22, 2013, 5:55 am UTC
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