According to “21st Century Mom,” a 2009 study published by BabyCenter, moms changed their media usage pattern after having a child.
Many used more mom-centric and mainstream social media while cutting down on traditional media usage.
With mothers controlling an estimated 80% of household spending, or $1.7 trillion a year, this data is definitely valuable to marketers.
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Why are we seeing this change in usage pattern? Moms, like everyone else are looking for online coupons and special deals, and being on a social media platform allows them to share and search for these information. The same goes for baby and child tips. Plus one more added bonus: “A disgruntled mom can exploit the viral effects of the Internet to pressure a business to fix a problem,” said Jeffrey Grau, eMarketer senior analyst and author of the new report, “How Moms and Retailers Interact Online.”
If you are a business targeting moms, it’s time to go on social media.
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Source: eMarketer
