Want to reach out to a special mom this weekend and say Happy Mother’s Day? You may want to do it online. If she’s anything like the other 43.5 million women with children in the US, more than 70 percent of her daily media time is across digital devices.
That said, her digital habits as they relate to brand engagement may differ, depending on the age of the children in the home. Thanks to the annual Connected Life research from our Kantar partner, TNS, we know there are distinctions between moms with very young children in the home as compared to those with children between ages 6 –16. And, not surprisingly, both groups tend to over index in key digital and brand engagements, when compared to the general US population. Of course, while some of the segment differences may be driven by the age of the mother (younger kids tend to have younger moms), the findings are worth noting:
1. Both moms of younger children (under six) and those with older children (6-16) are more likely to have gaming consoles, tablets and fitness bands when compared to the general US population. Moms with children under six are 22% more likely than moms of kids 6-16 to subscribe to an online streaming service (and 27% more likely than the overall US population).
2. Moms with young children tend to be more likely to use a branded mobile app, engage with brands on blogs and participate in Facebook commentary, compared to the moms with older children.
3. Across product categories, moms with children under six generally tend to show more willingness to engage with a brand than those with children 6-16. For example, across the household care category, moms with young kids are 76% more likely than the general population to be receptive to brand engagement (and 19% more likely than moms with kids 6-16). While category leaders inside of such endemic categories are already heavily invested in marketing to this valuable segment, recent marketing efforts within non-traditional categories are beginning to take root. In a category such as technology, recent efforts by category giants such as Apple and HP represent mom-focused momentum, with a heavy focus on emotion-based brand advertising to deliver messaging.
So what’s a brand to do?
With moms controlling as much as $2 trillion dollars in purchasing power in the US, marketers should be invested in delivering digital brand engagement to this key segment. But in a busy, attention-deprived cross-screen world, they must be smart about that investment. Using research solutions that ensure quality, targeted copy testing and cross-platform campaign measurement is key. Furthermore, research solutions that can help evaluate targeting and/or segmentation efficiency and effectiveness (particularly as it relates to the age of kids in the household) should be considered.
Want to learn more about digital engagement among moms? Download our latest report today. You can also watch the recording of our recent webinar.