Thirty-three percent of mothers reported spending more time shopping online in 2011, while 59 percent said they spent less time shopping in stores. Mothers are also spending more time on various web platforms, according to a study from Eric Mower and Associates, which offers marketers a picture of the growing power of new media marketing and the popularity of ecommerce.
The primary motivation for moms‘ increased web access is saving money. While consumer confidence and spending are both up, mothers (like many other demographics), are still looking to find the best prices on their purchases. As such, 39 percent of respondents reported spending more time „clipping coupons,“ while 39 percent also aid they use the web to find coupons or other deals to save money.
Mower and Associates‘ report confirms other studies‘ findings, showing that overall web reliance is up as consumer use of traditional channels declines. According to the study, 51 percent of respondents said they spend less time with magazines and 57 percent reported less time watching television. General web access among mothers increased for 25 percent of respondents, 17 percent check their email more often and more than half have maintained or increased their social media usage in the past year.
Brafton has reported in the past that social media marketing campaigns can help companies reach mothers. A Direct Marketing Association study found that new mothers are especially likely to be active social users. While the familiarity of young mothers with the web certainly contributes to their reliance on the web, they are more likely to seek advice from friends, colleagues and other web groups they use social media to interact with.
