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BizReport : Research : October 25, 2006
Today’s Mom Going Online
Only 20% of moms say advertisers do a good job of reaching them. Instead, they turn to other moms for the bulk of their brand buying decisions and other information. But, the demographic has a huge potential to grow, especially for online advertisers.
According to research presented at the Marketing To Moms conference, 91% of mothers prefer to purchase brands that other moms have recommended.
Citing research from the Haystack Group (via MarketingVOX), 70 percent of mothers say advertising doesn't seem to focus on moms and 30 percent say they see ads that offend them. So, marketers aren’t reaching moms because they are not portraying mothers as mothers see themselves. Correcting or changing how mothers are portrayed in advertising could change that.
The good news? Online advertisers have a huge potential to reach moms because moms are spending more time online than watching television. According to the research most moms (up to 95%) go online at least once each day. Most mothers rely on the web for parental guidance and advice (88%), shop online (86%) and have clicked on an online ad (85%).
What are they shopping for? Mothers account for over half of consumer electronics spending (55%), food (51%), health and beauty aids (49%), home furnishings (48%) and clothing (47%).
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Comments
It's also interesting to note that 35% of moms maintain their own blog and 53% of moms participate daily on a messageboard or chatroom.
Posted by: Rita Wilhelm on October 25, 2006 18:47
Online marketers do really need to take a hard look at the "mom" market. With the Internet catering to the community strengths that mom's look for, you'd think it wouldn't be so difficult to win their trust and business as it has been.
Posted by: Gary Bourgeault (thealphamarketer.com) on October 26, 2006 06:09