Marketing to Moms – Key Statistics
The Marketing to Moms Coalition just released their Moms Annual Media Survey 2008. The group surveyed 1,033 Moms all with children under 18 living at home via an online questionnaire. Moms currently spend an estimated $2.1 trillion dollars in the U.S. marketplace. Needless to say, knowing how to reach this key demographic can give your bottom line a tremendous boost. Below, I’d like to highlight some of the statistics I found interesting in the survey results.
Daily Media Habits of Moms 25-44 years old:
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Email 87%
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Television 84%
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Cell Phone/PDA 69%
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Internet Websites 64%
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Radio 57%
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Newspaper 23%
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Magazine 10%
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Internet Chat rooms 9%
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Internet Blogs 8%
According to these results, a strategic and well-executed email campaign might just be the most effective way to reach the Mom demographic. I’m a little surprised by the results for the internet media such as blogs and chat rooms. The numbers are dramatically lower compared to email, yet Moms are obviously using their computers regularly. Are they just checking their email and logging off? I doubt it. Or are they subscribing to their favorite blogs via email and just reading the daily blog post via email? (That’s what I do!)
The TOP 5 Activities Moms are doing on the internet are as follows:
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Checking/Sending Email
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Paying Bills/Online Banking
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Reading News
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Checking Weather
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Researching Products
I couldn’t help but notice shopping was missing. A little farther down on the list…
7. Shopping for my child (ren) 8. Shopping for myselfGift giving via online shopping doesn’t show up until number 12 and was the last item ranked. Does that mean Moms prefer to see gift items in person? Or that with better “gift wrap” options Moms could be persuaded to buy more gifts online?
Finally, the survey solicited responses regarding marketing impressions and their impact. Of the Moms surveyed only 54% thought the ads designed to target them as “Moms” were effective. Among the ads that were deemed effective, the Moms ranked the best way to relate to them. The results are as follows:
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Depict her having fun with her kids (87%)
- Show her multi-tasking (86)
- Make her laugh (86%)
It seems that the most effective way to advertise to Moms is to show her being Mom – go figure! As a proud Mom of three little ones, I can agree. Whenever I see ads of a Mom rolling on the ground with her kiddos squealing with glee, I can’t help but smile and be thankful that I too am a Mom. That happy thought is now associated with the company that evoked that feeling/connection. It’s just human nature – and it works!
I hope you find these statistics interesting and I’d love to hear your comments! Also, if you want to read more of the results by The Marketing to Moms Coalition, please visit their website http://www.marketingtomomscoalition.org .
October 28th, 2008 at 1:12 am
One by one my three children grew up and moved on with their lives leaving my house an empty home. I needed to find a hobby to occupy myself, it was hard since motherhood was all I knew. One day I recieved the blessed news I was going to be a grandmother. I wanted my daughters baby shower to be perfect, I shopped both night and day for centerpieces and favors but couldn’t find anything that was unique, finally I decided to make my own decor for her shower. Two months later, I was surprised again with the blessed news that my daughter-in-law was pregnant. Again I made the centerpieces and favors for her shower. The response I received from the guest about my crafts was overwhelming. It was then I knew what I was going to do when I was not babysitting. Since then I have created a collection of baby shower cneterpieces and favors. My webstore is at http://www.babiesnewpinkandblue.com. Although it is under construction you can still browse through it, you just cannot order anything yet. I wanted to know if you could tell me who to contact to get my crafts in catalogs or retail stores, or just what I could do now to take my crafts to another level of exposure? God Bless.
October 30th, 2008 at 5:11 pm
I produce a maternity, baby and toddler show called Baby Bonanza in Columbus, Ohio and I found your article very interesting. The “Daily Media Habits of Moms” statistics will really help me to create an effective marketing plan. Thanks!
http://www.BabyBonanza.net
October 31st, 2008 at 6:32 am
Thanks Heather for the article, very insightful. Although I’m not based in the US I still found the information useful. Kendra I am impressed that you produce an actual show! I am looking to do something similar here in SA and would love any tips you may have about how and where to start and waht to look out for. I get so overwhelmed just thinking about it.
Thanks
November 7th, 2008 at 1:41 pm
I am a mother of two girls 2 1/2 and 1. My husband is the only one that works and actually gets paid :).
.. and, cash is good also
I have been searching for something to do from home to make money. I have done a few things. But with the kids young and the fact that we seem to move alot. I need something that is internet based. I am now working with my father with a online auction company, Dubli.com. I am so excited about the income I will be able to draw in and the connections I will be able to make with people.
Reading your article will for sure be able to help me with marketing.
I am so concerned with the economy and I am happy that this website allows families to be able to save so much! That is what gets me the most. So good luck to all us stay at home mothers who work and dont get paid in cash; and to the mothers who leave their kiddos and dont get paid enough. It is all worth everything we give to see the love we get from those tiny faces
Jacki Landis
http://us.dubli.com/841053/tus6472