The answer: mothers with young children
A recent report from a leading Marketing Services, a global provider of integrated consumer insights, found that mothers with children under the age of five were more active on social media, were more likely to shop using a mobile device and were more open to engaging with brands online.
In fact, 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 also the most participatory, being twice as likely as the general population to post or comment on social networking websites.
This demographic even surpasses other groups of moms, and it was found that as the children grow older, moms are less likely to be social active.
If you or your company was ever wondering how to market to this group of social savvy women, social media may be the answer.
A possible explanation for this increase in social activity is that “mothers with young kids, especially those with infants, spend a lot of time at home with the kids and need an outlet that allows them to stay connecting with family and friends,”. “In that sense, social media – especially sites like Facebook where users can share photos, statuses and private messages – is ready-made for this segment.”
Some more findings about mothers with young children are:
They are mobile power users:
Moms with young kids are more than twice as likely as the general population to visit websites on their smart phone.
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 mobile phones to look for coupons:
Moms with young kids are 62 per cent more likely than the general population to use their mobile phones to look for local coupons while shopping.