Choosy Moms Choose Social Media
Brian Quinton July 9th, 2009
Mommies are flocking to social networks, according to new research from BabyCenter LLC, which runs several parenting Web and community sites.According to its “21st Century Mom” survey of more than 25,000 U.S. mothers, the number of moms using social media regularly has grown from 11% in 2006 to 63% today, an increase of 462% in three years.The study, built from a series of in-depth surveys on the U. S. version of the BabyCenter.com site, found that 44% of respondents used social media for recommendations on brands and products.Social media are not equal in online mommies’ eyes, however. Most say they use mass-reach networks such as Facebook for socializing and entertainment but turn to specialized content sites such as BabyCenter.com for information and counsel from fellow parents.While parenting may not define who these people are, it has a strong impact on what they buy. Eighty-five percent of respondents said having a baby changed their purchasing habits in some way, while 62% said it specifically led them to change the brands they usually bought.And 73% said it changed the very criteria they use for selecting items to buy. For example, before having a first child, women reported quality, features and design as top considerations in their shopping choices; after childbirth, those priorities switched to safety, quality and price.“To reach today’s mom successfully you need to understand fully how she lives her life,” BabyCenter chairman and global president Tina Sharkey said in a release. “The 21st Century mom has many faces and the more you know about her, the easier it will be to build a relationship that lasts a lifetime.”Other findings from BabyCenter’s “21st Century Moms” report:• Forty-four percent of mommy respondents said they use social media for word-of-mouth recommendations on brands and products.• Motherhood costs marketers three hours of media time each day, since new mothers’ criteria for media use changes from entertainment to finding answers. Thirty-nine percent of respondents told BabyCenter their Internet surfing time is often the most peaceful part of their day.• Ninety-one percent of mothers reported that they never leave the house without a cell phone; they are also more than 300% more likely to use that mobile phone to get onto the Web. Fifty-five percent say they have swapped the traditional family photo album for an online photo service; and in the months before the birth of a first or second child, Mom becomes the family’s primary video gamer.• Seventy-seven percent of respondents cited the Internet as their primary source for recipes, compared to 33% who cited cookbooks.• Caring for children is a primary concern for moms both in terms of their family health and in their decisions to opt for ecologically responsible products. The study finds that children’s health issues are the leading topic of interest in online communities (915 of respondents), followed by childhood development tips (79%) and product reviews (72%). Meanwhile, the number of moms who say they actively look for eco-friendly products jumped 51% from 2006 to 2009, and most of those (92%) cite concerns for their kids as the main reason for going green, compared to 42% who harbor concern for the planet. After having a child, moms are 89% more likely to make environmental benefits a criterion for a purchase decision.Findings in the “21st Century Moms” survey come from tracking studies done with firm NovaQuant in 2006 and 2009, along with 18 surveys conducted by BabyCenter U.S. from January to June of this year.
Brian Quinton July 9th, 2009
Mommies are flocking to social networks, according to new research from BabyCenter LLC, which runs several parenting Web and community sites.According to its “21st Century Mom” survey of more than 25,000 U.S. mothers, the number of moms using social media regularly has grown from 11% in 2006 to 63% today, an increase of 462% in three years.The study, built from a series of in-depth surveys on the U. S. version of the BabyCenter.com site, found that 44% of respondents used social media for recommendations on brands and products.Social media are not equal in online mommies’ eyes, however. Most say they use mass-reach networks such as Facebook for socializing and entertainment but turn to specialized content sites such as BabyCenter.com for information and counsel from fellow parents.While parenting may not define who these people are, it has a strong impact on what they buy. Eighty-five percent of respondents said having a baby changed their purchasing habits in some way, while 62% said it specifically led them to change the brands they usually bought.And 73% said it changed the very criteria they use for selecting items to buy. For example, before having a first child, women reported quality, features and design as top considerations in their shopping choices; after childbirth, those priorities switched to safety, quality and price.“To reach today’s mom successfully you need to understand fully how she lives her life,” BabyCenter chairman and global president Tina Sharkey said in a release. “The 21st Century mom has many faces and the more you know about her, the easier it will be to build a relationship that lasts a lifetime.”Other findings from BabyCenter’s “21st Century Moms” report:• Forty-four percent of mommy respondents said they use social media for word-of-mouth recommendations on brands and products.• Motherhood costs marketers three hours of media time each day, since new mothers’ criteria for media use changes from entertainment to finding answers. Thirty-nine percent of respondents told BabyCenter their Internet surfing time is often the most peaceful part of their day.• Ninety-one percent of mothers reported that they never leave the house without a cell phone; they are also more than 300% more likely to use that mobile phone to get onto the Web. Fifty-five percent say they have swapped the traditional family photo album for an online photo service; and in the months before the birth of a first or second child, Mom becomes the family’s primary video gamer.• Seventy-seven percent of respondents cited the Internet as their primary source for recipes, compared to 33% who cited cookbooks.• Caring for children is a primary concern for moms both in terms of their family health and in their decisions to opt for ecologically responsible products. The study finds that children’s health issues are the leading topic of interest in online communities (915 of respondents), followed by childhood development tips (79%) and product reviews (72%). Meanwhile, the number of moms who say they actively look for eco-friendly products jumped 51% from 2006 to 2009, and most of those (92%) cite concerns for their kids as the main reason for going green, compared to 42% who harbor concern for the planet. After having a child, moms are 89% more likely to make environmental benefits a criterion for a purchase decision.Findings in the “21st Century Moms” survey come from tracking studies done with firm NovaQuant in 2006 and 2009, along with 18 surveys conducted by BabyCenter U.S. from January to June of this year.
