Friday, November 11, 2011

Mobile Changes Mom Spending Dramatically

Motherhood is a catalyst for sharing, says Michael Fogarty, BabyCenter SVP. It also is a catalyst for content sharing and therefore an opportunity for content marketing on mobiles, in significant part because motherhood seems highly correlated with significant changes in spending. 

Some 62 percent of moms change the brands they buy when they become moms. And 73 percent change their purchase criteria for apparel and beauty products. "For example, the Victoria’s Secret brand goes from relatively high on the list to right down in the basement; it doesn’t even show up," says Fogarty.

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"They’re sharing photos of their kids, of course, but in terms of shopping, they want to share their recommendation about which stroller or diaper brand to buy," says Fogarty. "Anytime you get a coupon for something that’s relevant, especially in terms of the stage you’re at—whether it’s pregnancy or new motherhood—there are thousands of moms out there who would benefit."

"If you’re on a social network, you’re going to share that," Fogarty says. "And increasingly it’s being shared via mobile because it’s so much easier."  Mobile Changes Mom’s Path to the Register

"It’s very clear that moms are using mobile in different ways from the general women’s mobile segment because motherhood instigates mobile usage," says Fogarty. "We learned that 53 percent of moms actually purchased a smartphone as a result of becoming a mom."

"So it’s easy to see why moms are 18 percent more likely to have a smartphone than the general population," he says. "It’s much more than a phone—it’s everything from her calendar, her scheduler, her text messenger, her way to keep up with the nanny, her recipe finder, her GPS."

BlogHer Inc., in partnership with Parenting Magazine, conducted their second annual study of moms and technology in June 2011.  The findings show that moms are more engaged than ever with laptops, the Internet and mobile phones.  In fact, they have become the Chief Technology Officers for their families, overseeing households where children begin interacting with various electronic devices at an extremely early age; in some cases younger than two. Blogher survey

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