Moms with young kids, defined as children under the age of 5, are often more active on social media, more likely to shop using mobile devices, and more open to engage with brands across digital touch-points than other segments of moms and consumers at large.
That’s the key finding from a new analysis by Experian Marketing Services, a global provider of integrated consumer insights, targeting and cross-channel marketing.
The analysis focuses on the unique online, mobile and shopping behavior of young moms and offers suggestions for brands looking to expand their reach and relevance with these moms.
“Moms with young kids represent a highly active and digitally sophisticated segment of consumers who are eager to connect with brands and share their experiences through multiple platforms,” said Bill Tancer, general manager of global research, Experian Marketing Services. “Our research shows that these moms exhibit dramatic differences in both behavior and attitudes from other moms and the general population that marketers need to understand to productively engage with this lucrative segment.”
The findings of the analysis include the following:
- Moms with young kids are the most habitual social networking users
- They are mobile power users
- They respond well to advertising
- They use their mobile phones to look for coupons.
“Marketers looking to reach moms with young kids should consider a two-pronged email approach to share information and deals with these moms,” said Tancer. “They should employ a social media strategy that encourages sharing and commenting to individually engage and develop brand loyalty. Finally, marketers need to ensure their content is mobile-optimized and engaging and find advertising services that take advantage of this segment’s propensity toward social networking and mobile online shopping.”