Mom is the Most Social Consumer You’ll Meet

Facebook, Twitter, Pinterest, YouTube, Instagram, Google+… you name it, Mom is there! Gone are the days of Mom getting her information from Ladies Home Journal or solely from Parenting magazine. Mom is digitally savvy and looks to technology to get relevant information on her terms: easily, conveniently, accurately and lightning fast!

Consider these facts according to Punchtab:

• 74% of Moms have purchased products as a result of promotional mention in a blog
• 66% view social networks as a source of information
• 65% of Moms learn about a product or service through social media
• 64% of Moms read online reviews before making a purchasing decision
• 56% follow up on product recommendations received on social sites to learn more

Where the (Online) Moms Are

Mom leads the general population in social media usage by a long shot (14% higher than the general population), with an outstanding 21.3 monthly hours via mobile connection vs. 5.9 for the general population. She also leads engagement across most major platforms, including Instagram, Pinterest, Twitter, YouTube and Google+.  So, how is Mom getting online, and what is she doing there? She prefers using her mobile devices, and spends her time watching streamed video content and communicating with friends via social media (rather than over email). Among her online platforms of choice, she uses Facebook for socializing and sharing about her family. She takes part in parenting community forums for brand information and product recommendations. On Twitter, she follows news, brands, and celebrities to stay on top of current events. Lastly, Mom uses Pinterest to find inspiration for kids’ crafts, new dishes, home décor, and other ideas for her family.

Social Mom is well connected and over-indexes significantly compared to the general population for connections on Facebook, Pinterest and Twitter. Her Facebook and Google+ connections are 95% friends and family, while Pinterest is 68% people with whom they have common interests but have not met in person.

Also, Social Mom spends more! Social Moms spend more than the general population in many areas, including phones, photo printing, food and beverage, toys/games and apparel. Social media drives purchasing decisions and Moms are most influenced by a friend or post from another Mom. Top drivers for purchase influence are 1) a Mom recommending it on a parenting site, 2) a friend liked or posted about the brand on a social network, or 3) a brand posted a coupon or other offer on a social network site.

What Do Social Moms Want From Brands?

What does Mom look for from a brand on social media? Areas of highest engagement come from brands offering coupons and discounts, recall information, peer reviews, details on a product for purchase consideration, and new product information before it hits the general market.

When brands want to start building mutually-beneficial relationships with Social Mom, the following factors should undoubtedly be considered:

• Recognize each Mom is different and so are her needs. The style and frequency of your communication matter, not just the content.
• Create a give-and-take relationship on what she finds valuable.
• Listen. Listen. Listen. If she asks a question, answer it every time and do so promptly. Act on what she says.
• Talk to her about things that have nothing to do with you.
• Support her busy life. Don’t make demands – nurture her journey.