Moms Use Facebook, Twitter, Blogs More than Average Adults

If you are a business owner and sell products for moms, you should really get online otherwise you will miss the boat. The Internet provides many tools to efficiently influence shoppers and brand your product. According to a Retail Advertising and Marketing Association survey conducted by BIGresearch, women with children at home are more likely to use Facebook, MySpace, and Twitter than average adults. Additionally, 15.3% maintain their own blog.

Use of Popular Social Media (% of Category)
Regularly or Occasionally Use
Medium Adults 18+ Moms w/Children at Home
Twitter 15.0% 16.5%
MySpace 34.4 42.4
Facebook 50.2 60.3
Source: BIGresearch, 2009

On a scale of one to five, when asked what types of promotions most influence their purchases, product samples in the store, product samples delivered to home, loyalty cards, and special displays rank as moms’ favorites, says the report.

Influence of Promotions (Average on Scale of 1-5)
Most Likely Influenced By: Moms Adults 18+
Product samples in store 3.8 3.5
Product samples delivered to home 3.6 3.2
Shelf coupons 3.6 3.2
Store loyalty cards 3.5 3.2
Special displays 3.4 3.2
Coupons on register tape 3.0 2.8
In store events/contests 3.0 2.8
Product samples ordered online 3.0 2.6
Ads on shelves 2.9 2.7
Parking lot/sidewalk events 2.7 2.4
In store television 2.1 2.0
Check out lane ads 2.0 1.9
TV at gas pumps 1.7 1.6
Source: BIGresearch, 2009

32.9% of Moms prefer department stores and 23.2% head to specialty apparel stores when shopping for clothes for themselves. Shopping for their children’s clothes, 30.7% say they head to discount stores, 19.6% say department stores and 17.5% prefer specialty apparel stores. 45% of Moms also most prefer discounters the most for their children’s toys and for their own personal health and beauty products.

When it comes to the traditional media preferences, the Food Network and the Discovery Channel are the top cable TV picks, People and Cosmopolitan are the most-preferred magazines, and the daily local and weekly community newspapers are at the top of the list of most-read.

Top Cable Networks Watched Regularly (% of Respondents)
Mom’s Top Networks % Watch Regularly
Food network 39.3%
Discovery channel 39.3
Disney channel 36.1
TLC 33.8
Lifetime 32.7
All Adults 18+
Discovery channel 44.5
TNT 35.8
The History channel 35.4
Food network 33.0
USA 32.8
Magazines Read Most Often
Mom’s Top List % Read Most Often
People 8.7%
Cosmo 3.3
Women’s Day 3.3
Good Housekeeping 2.7
Better Homes & Gardens 2.7
All Adults 18+
People 4.1%
Time 2.4
Reader’s Digest 2.0
Good Housekeeping 1.9
Woman’s Day 1.6
Newspapers Read Regularly
Mom’s % Read Regularly
Local daily 39.6%
Weekly community 25.7
USA Today 2.3
New York Times 2.0
Wall Street Journal 1.5
All Adults 18+
Local daily 47.3%
Weekly community 26.2
USA Today 3.9
New York Times 4.1
Wall Street Journal 3.4
Source: BIGresearch, 2009

More than eight in 10 moms who use Facebook log on daily, and three in 10 log on five or more times a day. More than four in 10 log on from their cell phone/iPhone/Blackberry device at least some of the time.

Frequency of Facebook Logon by Moms
Frequency % of Moms Responding
5 or more times a day 30.3%
2-4 times a day 37.6
Once a day 15.2
3 or more times a week 9.1
1-2 times a week 5.5
Once a week 1.2
2-3 times a month 0.6
Once a month 0.6
Source: Lucid Marketing, January 2010

Moms’ top reason for using Facebook is keeping in touch with friends and family (96%). About a quarter use the site to keep in touch with professional contacts (23%) or play games/participate in quizzes (26%). 59.9% feel neutral about the ads they see onFacebook, and only 5% strongly dislike or are offended by them. While they don’t mind ads, many feel there are better ways for marketers to capture their attention while they’re on Facebook.

Moms are surprisingly willing to interact with marketers on Facebook, and their open-ended feedback reveals a high level of sophistication and marketing savvy. And do not forget about moms bloggers who are very influential.


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