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BizReport : Research archives : April 20, 2010

Connected Moms command new rules of engagement

A new report delves deep in to the new phenomenon that is the Connected Mom. This powerful demographic wants conversation, information and interaction all served up with a hefty portion of honesty.

by Helen Leggatt

American moms make 80% of all discretionary purchases - 90% of all food, 55% of consumer electronics and 65% of all car purchases - and 35 million of them are actively engaged online.

What do they do online? Most have a social media profile (86%), three quarters research products and services before making a purchase and over half read blogs regularly (52%).

According to a new report from Big Fuel, these Connected Moms command new rules of engagement. No longer can "push marketing" be implemented, instead Connected Moms want to be engaged through "honest, respectful conversation".

"As we state in 'Mom-entum', the hard part is balancing content with brand messaging and finding the right tone and authenticity," said Avi Savar, CEO of Big Fuel Communications.

Here are just a few other ways that the Connected Mom, who is not intimidated by technology, uses it for research, education and leisure:

- 52% watch online videos as a family
- 77% look for recipes online
- 84% have found parenting/childcare information online
- 70% aged 30-45 participate in online gaming.

The entire 50-page report can be obtained free of charge online.

Tags: online advertising, online behavior, online marketing, online moms, social media

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