New moms go through a roller coaster of emotions. First there’s the joy, then the fear, then the exhaustion sets in and loneliness takes hold. It’s particularity difficult for young women who are the first of their peer group to have kids. You say being a mom won’t change anything but when your single girl friends are headed out to a nightclub, you quickly realize that having a child changes everything.
So it’s not surprising that moms are using social networks to reach out and connect with other moms. Facebook friends – even those you’ve never met in real life – can be a huge comfort when you’re feeling bored, lonely or your worried about your parenting skills.
According to a new study from Experian Marketing Services, mothers with children under the age of five are more than twice as likely as the general population to visit social networking sites three or more times per day. They’re also more likely to post updates and write comments.
These moms also engage with more brands online and they say advertising helps them choose the right products for their children.
The study also found that there was a negative correlation between kids’ ages and the moms’ social networking use. As the kids get older, mom spends less time on social networks – probably because she gets more and more immersed in outside activities such as ballet class and soccer practice.
Moms with young children are more than twice as likely as the general population to browse the web with their cell phone. When they’re at home, they use their tablet more often than any other demographic.
They use their mobile devices to find local coupons when they’re out in the world and they’re more like to showroom than any other group of moms. Their mantra: “If I find something I want in a store, I’m likely to go online to see if I can find a better deal.”
That’s bad news for the brick and mortar chains but super news for online sellers.
Want to learn more about marketing to moms? Visit the Experian Marketing Services blog to download their free white paper.