Moms Are Mobile, Digital, But Still Influenced by Traditional Media

CommPRO.biz Editorial Staff

According to a new survey from SCG Advertising + Public Relations, today's moms are digital, mobile and are the ones to drive the most important buying decisions.

The study found that almost 70 percent of moms will spend around 4 hours daily on social media, with 77% saying that they are regular Facebook users.  Over 75 percent of moms surveyed indicated that a cell phone is their primarily how they connect to the internet. More than 65% indicated that their preferred method of communicating with friends and family is through text, with over 80% saying that they use social media to keep in touch with family and friends. 

"Moms are an economic juggernaut, impacting huge segments of the market and driving many of the most important buying decisions," said Michael Cherenson, SCG executive vice president. "To effectively connect and engage with them, brands need to embrace multiple media forms – both digital and traditional – and demonstrate a commitment to causes and concerns near-and-dear to moms' hearts. Connecting with the mom market requires a multi-level approach, leveraging paid, earned, shared and owned media."

Many of the women surveyed revealed that a company's commitment to a cause they embrace  would impact their buying decision, even convincing them to pay more for goods and services. 

Seventy-eight percent say social media is the most influential media form when they consider purchasing goods/services, but almost the same number say traditional media is still influential.

The online survey of 250 self-described moms was conducted between May 31 and June 8, 2017. More than 83 percent reported having between 1 and 3 children, 44 percent were between the ages of 45 and 54 years old, 24 percent between 35 and 45, 22 percent 55 or older, and 9 percent 25 to 34. 

Click here to download survey result and the corresponding white paper.