Has your business recognized the growing need to cater to this demographic?
The month of May brought the celebration of mothers and their integral role in the American family. However, the family is not the only place a mother’s influence can be seen. According to a recent Nielsen report, “The Digital Lives of American Moms,” mothers also play a vital role in the digital world.
It turns out mothers are above average smartphone users, big fans of Facebook and Pinterest, and the largest demographic of bloggers. The report results also show mothers are among the most engaged consumers online.
Just last month in a different study, Nielsen reported that over 50 percent (50.4 percent to be exact) of the U.S. population are smartphone owners. In “The Digital Lives of American Moms,” Nielsen reports that some 54 percent of U.S. moms are using smartphones; that means that mothers have above-average smartphone ownership.
Data from Nielsen also reveals that Pinterest is the top family and lifestyle site for mothers, with 4.9 million visiting the site in March 2012 from a home computer. In fact, mothers are 61 percent more likely to visit Pinterest than the average American. Nielsen also notes that over half of mothers’ social media use is via mobile devices, compared to 37 percent in the general population.
It is also no surprise to see Facebook top the list of most popular social networks among moms, but perhaps it is surprising to see that of all the bloggers in the U.S., 1 in 3 bloggers are actually mothers. That contributes to another interesting fact: 52 percent of all bloggers in the U.S. are parents with young kids still living at home.
With so many mothers as taste makers on blogs and social media channels like Pinterest, it’s clear that they are by far one of the most important and influential groups in social media. If anything, this research indicates that it is crucial for brands, businesses, retailers, etc. to strategize retail solutions for mothers that combine social media and mobile.
Other findings include:
3 out 4 American moms visited Facebook during March 2012
38 percent of American moms are more likely to become a fan of or follow a brand online
Moms who blog are more than twice as likely to follow brands compared to the online average
Moms are 35 percent more likely to shop for clothes
50 percent of moms are more likely to buy toys
29 percent of moms are more likely to buy music
There is a growing need to market to this influential and digitally-active demographic to continue to grow your business. Catering to, or at least recognizing, their ability to effect change in our tech-savvy world is essential for many companies. In hiring a marketing firm like So Fun Media, we are able to study online behavior of influential demographic sets like moms, strategize a marketing plan specific to your business to then harness the power of their impact.
Photo credit: Flickr user mkhmarketing. Used with permission through Creative Commons.