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Five Things Marketers Need to Know about Moms

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According to research by The Mom Complex, three out of four moms say that companies have no idea what it’s like to be a mom. Brands need to leverage consumer insights and data to make a more authentic connection with mothers. Here are five facts that will help marketers understand the mom audience:

  1. They love their devices. Compared with stay-at-home mothers, working moms are more likely to own technology across the multimedia board. However, stay-at-home moms spend more time with both live TV and TV-connected devices.
  2. The local news may be the key to reaching them, but timing is important. Local news consumption depends on where moms are during the day, so working moms are more likely to watch the early morning and late night news than stay-at-home moms, who watch more mid-day and early evening news.
  3. They have incredible spending power. Mothers control 85 percent of all household purchases and represent $2.4 trillion in spending power.
  4. Digital engagement is strongest for moms with young children. Moms with children between the ages of six and 16 are 58 percent more likely to own a tablet, 16 percent more likely to own a fitness band, and 45 percent more likely to subscribe to an online streaming service. They also are 62 percent more likely to own gaming consoles.
  5. Multicultural moms often live in multigenerational houses. In 2013, 40 percent of the Hispanic consumers ages 55 to 64 population lived in multigenerational households, compared with 23 percent of the total U.S. 55 to 64 population. For the Hispanic 65 and over consumer population, the rate is even higher: 42 percent of the population lived in multigenerational households, compared with 21 percent of the total U.S. 65 and over population.
Source

Mom Genes: Looking at the Media DNA of Working and Stay-at-Home Mothers" Nielsen, 1/3/17; "Modern Day Moms: The Convergence of Media Consumption, Technology and Motherhood." Nielsen, 1/30/17; "Millennial Families: Five Pain Points Revolutionizing Your Shopper Programs." Katherine Wintsch, Founder and CEO of The Mom Complex. ANA Webinar, 6/9/16; "Digital Engagement Strongest for Moms with Young Children." MediaPost, 5/17/16; "Older Latinos Offer Unique Marketing Opportunities." Nielsen, 10/13/15.

Image source: Shutterstock

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