One of the largest audience groups that marketers strive to reach and engage with is the mom demographic. Moms are in constant search and need of products or services that will help them care for their families better, and as they say, necessity is the mother of invention. But this target audience isn’t a pushover by any means and won’t purchase just any product. If your product doesn’t live up to their expectations, you can bet that these moms will voice their dissatisfaction.
The fact that around 85% of American moms control the household budget means they’re responsible for making purchasing decisions for the entire family. Their spending power is in the range of $2.3 trillion and they always make sure that they get what they paid for.
Retailers, manufacturers, and marketers should be aware that moms can be their best friends or worst enemies. The people behind https://www.regionvavid.org/ say that moms make it a point to make sure that the products they are buying are of quality and will think more than twice before making a purchase. They are a lot more vigilant compared to men and are often involved with various review platforms and discussions online. Therefore making them great advertisers for quality products, and a cunning enemy of substandard items.
These numbers show you how powerful their consumer power is:
- 92% of moms will buy more of their favorite products
- 50% will visit a brand’s page and 44% will Like content
- 59% will buy other brand products
- 45% will switch from a competitor’s product
As a consumer group, moms have certain traits that make them wise consumers. Just what are those traits?
Social Creatures
By nature, the human race is designed to be social. We are made to interact with others, and mothers even more so. Mothers have no problem in sharing their shopping experiences with others. They’re good at communicating and stating the good and the bad of a product. And simply because they are moms, others will often take them on their word.
We believe what they say because they have tried and tested many products. Chances are when a large majority of mothers agree on the quality and other factors of a product, whether it’s a positive or negative agreement, we can trust their consumer opinion.
Online Time
Moms’ online time isn’t so little and indeed, according to one survey, they spend 20% less time online than average users. This could be because they don’t always have as much free time as single or childless women. They tend to be online early in the morning and after 8 pm. This assumes a correlation between their online time and their young children’s sleeping schedules. Mothers also prefer to communicate within smaller online groups rather than addressing public ones. They don’t just post about their purchased products, they compare them. This can be seen in the many mommy groups created.
If you’re a mom, you might like to comment and share information online on a variety of topics. If social media platforms don’t appeal to you much, you could join other mothers and consumers browsing the various blogs and websites out there. These topics include anything and everything, from the product reviews and fitness tips to expert businesses and parenting advice. On many of these websites, you can also voice your opinion, comment, and help others by talking about a product you’ve tried. Your input will be appreciated by other consumers and you too will gain from others’.
Word-of-Mouth Champs
Even with digital and content marketing, word-of-mouth remains one of the most effective forms of marketing. Most manufacturers and producers strive to gain word-of-mouth for their business. Before the internet, it would have taken many long years for word-of-mouth to truly influence a business’s growth. With the internet, though, word-of-mouth can now spread like wildfire.
In all likelihood, moms will spread the news about a product. This means that marketers have to beware since we know that word-of-mouth can be positive or negative. Mothers don’t just talk; they also listen well. They read the comments of others and comment back, and they jump in to help someone asking for a recommendation about something as well.
A Lot of Shopping
Probably the biggest reason that makes moms wise consumers is the number of products they typically have to buy. They’re the ones usually buying everything that is needed for the house, from food to cleaning products. They also have to buy for different age groups and genders, if they have more than one child. This alone gives them a lot of experience in consumerism. The safety of their children is in their hands, so you can be sure they will read product labels and fact sheets, and also research the products to give you their honest opinion.
The main concern of any mom is her children’s and family’s safety. She will not hesitate to tell others about products, regardless of whether the things she has to say are good or bad. Because she’s a wise consumer, it would be wise of us to respect her opinion and use it to improve our products and services.
I’m a 20-something stay-at-home mother and wife. I have an amazing husband, a beautiful daughter, two loving dogs, and a lazy cat. I wouldn’t change my life for anything! I love to read, listen to music, cook and blog!
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