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Finally, Moms Are Digital Natives
Posted on February 7th 2014
Or just there about. I attended BabyCenter’s 21st Century Mom Insight Series and while I am not a mom, many of my clients’ customers are, so keeping on top of the latest research is one of my main priorities. The chief focus of this presentation was how mothers have changed their habits from Generation X to Millennials from parenting tactics, shopping trends, and most important to me, their social media habits – and the results left me smiling.
Moms today are digital natives, especially those who are part of the millennial generation. They are spending more than an hour longer on video and streaming apps than their predecessors and unlike those who came before them, aren’t as concerned about sharing pictures of their children and details of their lives online. This is big news. We are (finally) entering an age where the majority of moms (and dads) are comfortable in the digital/social space. Hallelujah!
Moms are using social media and mobile applications to research recipes, find parenting advice, work on their finances and make purchases from food to clothing to diaper (P.S. those activities are in order from most popular down). 84% are reading blogs daily because they feel that their favorite bloggers provide an authentic voice about things that affect them every day to parenting woes to food they are feeding their children to products they plan on purchasing.
So what does this mean for all of us who are trying to break through the noise and reach these moms? Here are a few tweetable takeaways:
- Be a resource: Moms want ways to make their lives easier; they are searching for expert advice & apps that simplify everyday tasks.
- Be transparent: Moms want brands to admit shortcomings & mistakes & deal with repercussions. Be authentic & clear about your core values.
- Be respectful: Be prepared to create a dialogue & acknowledge her thoughts & input. Don’t take moms for granted, they know best.
- Know her influencers: 59% made a purchase that a parent site recommended. 20% made a purchase because their network followed that brand.
- Understand her: She needs real time support. She wants to have a great experience with brands that she can share with friends.
- Be mobile: 72% of moms have used a mobile coupon & 71% have searched for products to compare while in a store.