Mom Truth #1
Kids. The Way to Mom’s Heartstrings and Pursestrings.
Oh baby. A recent study revealed only 20% of moms think marketers do a good job connecting with them. How to become fast friends? Understand what motivates them, what drives them, what keeps them going after a grueling workday. According to moms, it can be summed up in one word—kids.
The best way to make her smile? Or, better yet, get her to buy? Capture the love of her life in every way possible. From sleepy to silly, sassy to shy.
True Fact: 73% of moms are amazed by their child(ren) everyday and 66% say being a mom makes them extremely happy.
For more insights into today’s moms, see a preview of the 2009 “State of the American Mom” from Marketing to Moms Coalition.
Mom Truth #2
New Moms. Changing Diapers and Her Sources for Information.
Move over Dr. Spock. Studies show pregnant women’s sources for advice change after they give birth. Nearly half of them rely heavily on their OBGYNs and moms for advice before the blessed event.
But, once the little bundle arrives, those same moms do a virtual switch – seeking out parenting sites and fellow mommy bloggers for tips on their tyke.
True Fact: 45% of moms say the Internet is their top source of information; 40% turn to other moms.
For more insights into today’s moms, see this report from EPM Communications: “What Moms Think and Do”.
Mom Truth #3
Mom’s New BFF? The Internet.
Friend this. Mom’s not just shopping or looking for the latest health information online, she’s watching videos, playing games with her kids and reaching out.
In the last three years, her use of Facebook, Myspace and Twitter has rocketed nearly 500%.
And she’s not only catching up, she’s cashing in. Gathering valuable deals and coupons as well as information and advice from all of her favorite online, mom-friendly sites.
True Fact: 73% of moms trust the information they get about products and services through their online contacts.
For more insights into the behaviors and attitudes of today’s online moms, see a preview of the “21st Century Mom Report” at babycenter.com.
Mom Truth #4
First Baby. A Mother Lode for Marketers.
Go gaga. 92% of first-time moms celebrate with a baby bash. Only 49% of second-time moms have a shower. 95% of new moms will register for gifts. Only 56% do it the second time around. On average, first-time moms spend well over $10,000 on baby products and services. And no wonder.
From the hospital bag to the diaper bag, the pending arrival of that first baby results in a list of must-haves that seems to grow faster than the little bundle itself. There are cribs and car seats, blankets and bottles, onesies and one thing after another to pick up before the little one is picked up for that first trip home.
And as for those repeat moms, with both a toddler and an infant in tow, there’s double the need and double the opportunity. Bottom-line, first-time or second time moms are a market no one can afford to miss.
True Fact: Moms expecting their first child represent 68% of the birth market. Second time moms represent 32%, a third of the market.
For more insights into today’s moms, visit Marketing to Moms Conference.
Mom Truth # 5
Cell Phones. The New Direct Line.
Let it ring. Studies show mom’s cell phone isn’t just for talking anymore. It’s become her go-to tool. So, it’s no wonder 91% of them consider their cell phone, the must-have accessory.
These time-starved, multi-tasking moms, now more than ever, are using their mobile technology – video, blogs, podcasts and apps – to manage their hectic lifestyle and growing families. (Bet this explains why mom’s bill is 21% higher).
Not only does it help them stay connected to kids, daycare providers and friends, it saves them time comparing products, planning events, scheduling travel, even prepping dinner.
True Fact: Working moms are a highly desirable target group. They account for 22 million consumers, with above average income.
For more shopping insights into today’s working moms, see this report from Scarborough Research.
