Connecting with Moms Online: Shopping, Blogging and Networking
Meet the Power Moms
Nielsen Online published a study this month on the online surfing and shopping habits of today’s moms. Defined as women between the ages of 25 and 54 with at least one child, these so-called Power Moms represent 19.2% of the online population. Why does Nielsen call this group the Power Moms? Because, due to their participation in social networking sites and the hundreds of blogs that cater to them, these women are proving to be increasingly influential in the world of online retail.
Nielsen divides their Power Moms into two categories: the Established Moms and the Newbie Moms. Between these two groups, there is significant difference in how they spend their time online. Established Moms, or those between the ages of 40 and 50 with three or more children at home, tend to be heavy online shoppers. Their number one destination of choice on the web is Shopzilla, and they are 92% more likely to visit this site than the average user. Target and Wal-Mart come in at number two and number three.
“Established Moms gravitate to online shopping destinations where they are likely to be receptive to
highly relevant promotions to allow her to indulge herself while saving on her family’s needs,” said
Jessica Hogue, research director, Nielsen Online. “However, marketers shouldn’t rule out the rising
prominence of social networking sites among this cohort, which is one of the fastest growing
demographics on Facebook.”
Newbie Moms, or moms between the ages of 25 and 34 with one or two children at home, include social networking sites among their most visited. Newbie Moms are 85% more likely to visit Facebook, and are more than twice as likely to visit Blogger than the average user.
“For Newbie Moms social networking is literally woven into their day-to-day existence,” said Ms. Hogue. “Newbie Moms use the Internet to gather information about everything from nursery décor to choosing the right pediatrician. As they navigate caring for a newborn, returning to work or managing a growing household, the Internet acts as a lifeline to answer worrisome middle-of-the-night questions and to build community. Many Newbie Moms today blog about their experiences and use social networks as an efficient way to quickly broadcast their latest pictures and family updates.”
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Although Power Moms aged 39 to 54 are currently only 23% more likely than the average web user to participate in social networks, according to Facebook Insight, women between 40 and 50 years of age are their fastest growing demographic. So, the social network participation gap between the Established Moms and the Newbie Moms is getting narrower.
Nielsen Online has its own Power Mom blogger segment, which consists of over 10,000 mom-oriented blogs. Conversations about the economy and saving money make up over 12% of the total messages posted in March and April of 2009, up from eight percent in 2008. The online coupon revolution can probably be credited to the Power Mom bloggers and social networkers. Reviews and recommendations also make up a big part of online conversations.
“Mom bloggers review everything from beauty products to cars to inkjets, enabling marketers
unparalleled reach to their target consumers. In an increasingly connected world, moms seek the
wisdom of their online counterparts as trusted advisors,” said Ms. Hogue.
Here is a short video montage of what some of the moms in the Nielsen study had to say about the role that the Internet plays in their daily lives: Power Moms Video.
The Power Mom 50
Out of the 10,000 blogs monitored by Nielsen, they have identified what they call the Power Mom 50. These are blogs that Nielsen has recognized as the most influential in the mom-oriented blogosphere. The Power Mom 50 is determined by the number of blog posts, comments and incoming links, as tracked by Nielsen Buzzmetrics. Other metrics include the number of Twitter followers and ratings. The Power Mom 50 is further sub-divided into groups that include:
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The final group is called the Power Pack, or, what Nielsen refers to as the “Momfluentials”. These moms don’t fit into just one of the above-mentioned groups. Momfluentials have a huge following and a powerful online voice. The complete list of blogs and social networking sites included in the Power Mom 50 can be found here: Nielsen’s Power Mom 50.
Why all the fuss about the Power Moms? According to the Marketing to Moms Coalition, moms control 85% of household spending, and are worth more than $2 trillion to U.S. brands. The U.S. Department of Labor reports that 78% of mothers work, and the coalition study has determined that full-time working mothers use technology at the highest rates. Furthermore, moms are spending an average of three hours per day online, as opposed to their children’s average of two hours per day.
“Mothers, now more than ever, are using technology like video, blogs and wireless devices to multi-task through their busy days,” says Maria Bailey of BSM Media, industry expert and author of the book, Mom 3.0: Marketing with Today’s Mothers by Leveraging New Media & Technology. “2009 stands to produce a record number of tech-savvy mothers bridging devices together to create everyday solutions.”
Ecommerce for beauty products, household goods and food is projected to grow to $12 billion by 2011. Effectively connecting with Power Moms is essential for any company interested in endearing their products to this very vocal, brand-conscious and brand-loyal group of online shoppers.
