A new analysis from Experian Marketing Services found that moms with children under the age of 5, are often more active on social media, more likely to shop using mobile devices and more open to engage with brands across digital touch-points than consumers at large.
Moms with young kids represent a highly active and digitally sophisticated segment of consumers who are eager to connect with brands and share their experiences through multiple platforms
Moms with young kids are the most habitual social networking users
- Moms with young kids are more than twice as likely as the general population to visit social networking sites three or more times per day.
- They are twice as likely as the general population to post or comment on social networking Websites.
- They are the most habitual social networking users among all mom segments, surpassing moms with kids between the ages of 6 and 10 and moms with teenagers.
- The analysis found a negative correlation between kids’ ages and the moms’ social networking use. As the children grow older, moms are less likely to be socially active online.
They are mobile power users
- Moms with young kids are more than twice as likely as the general population to visit Websites on their cell phone, ranking highest among all mom segments for “often” or “very often” browsing Websites from their mobile device.
- At home, moms with young kids are more likely than other segments to access the Internet on a tablet, with the Apple iPad ranking as their tablet of choice.
They respond well to advertising
Especially when shopping for their children, moms with young kids respond very positively to advertising. In fact, they rank highest among all moms for the statement “Advertising helps me to choose products to buy for my children.”
They use their mobile phones to look for coupons
Moms with young kids are 62 percent more likely than the general population to use their mobile phones to look for local coupons while shopping. Additionally, they are the “mom” segment that is most likely to engage in show-rooming (the practice of using brick-and-mortar stores to find products that they ultimately buy online). They rank highest for the statement “If I find something I want in a store, I’m likely to go online to see if I can find a better deal.”