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Shopping Channels Used By Mothers [CHART]
BabyCenter reflected these findings in an August 2011 survey, "Shopping Rituals of the American Mom," which also demonstrated that online activities related to shopping are important to moms. New-mom status made women more aware of value and quality, both research studies indicated. Read the rest at eMarketer.
Moms Prefer eTailing [CHART]
Two recent studies verify this truism by showing that women spend less time with media outlets such as TV and magazines—but more time online—after becoming a mom. An Eric Mower and Associates survey, for example, found that more than half of new mothers spend less time watching TV (59%) and reading magazines (55%), and that 59% also spent less time shopping in stores. The percentages are similar for moms as they have more children or their kids get older.
When asked about time on the internet, however, the balance was more even: 25% of moms spent more time online while 29% spent less. For online shopping specifically, digital won out, with more than a third of mom internet users spending more time on ecommerce than before. Read the rest at eMarketer.
Smart Phone Moms [INFOGRAPHIC]
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Motivating Moms Online [CHART]
lucid marketing reported in April that only 34% of moms surveyed in January 2011 said they regularly use tell-a-friend requests when asked by a business or website, while 63% do so occasionally. However, if offered an incentive, nearly 66% of moms said they would be more likely to refer a brand or website to others. Read the rest at eMarketer.
Moms & New Moms Online [CHARTS]
That communication is paramount to moms is a big reason why they are much more likely to be online in the first place than women in general (90% vs. 76% in 2010, eMarketer estimates). Read the rest at eMarketer.
