Study: Moms of 'tweens' more wired in-Market Survey-Magazine-IRISPANCY FASHION ACCESSORIES & JEWELRY

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Magazine > Market Survey > News Content

Study: Moms of 'tweens' more wired in

8/10/2010 6:28:00 PM

Washington—A new survey from the National Retail Federation's Retail Advertising & Marketing Association includes some interesting details about moms of pre-teens, including the stat that 48.2 percent of mothers whose children are between the ages of eight and 12 regularly use Facebook, compared to 39.9 percent of other adults.

According to the "Moms of Tweens: More 'In-Tune' Than You Think" survey, moms of pre-teens tend to be more wired in, as evidenced not only by their higher frequency use of Facebook, but by their greater tendency to read blogs and use mobile phones to search online.

A total 52.2 percent of moms with "tweens" read blogs, compared to 49.8 percent of average adults, the results show. Meanwhile, when asked how often they used a mobile device/cell phone to search for something, 33.3 percent of moms with tweens said "regularly" or "occasionally," slightly higher than the 31.5 percent of other adults who said the same.

When it comes to searching for something online, coupons (46 percent) are the number one driver that triggers moms of pre-teens to launch Google or other search engines, compared to 35.6 percent of average adults. Magazines have the most power to trigger an online search for other adults (41.6 percent), but they are also powerful for moms of pre-teens, with 42 percent indicating that magazines drive them to get on their computers and start a search. Other powerful triggers for moms of pre-teens include the following: direct mail (29.2 percent), in-store promotions (28.8 percent), advertising inserts (26.7 percent), e-mail advertising (25.7 percent) and online communities (16.5 percent).

The survey points out that to reach these tech-savvy, multi-tasking moms, retailers must use all available communication vehicles to get their attention.

"Retailers should continue to find ways to attract mom—and her pre-teens—with coupons, fun and appealing phone applications and even social networking Web site promotions," the survey report reads. "This is one demographic with tremendous spending power."

Conducted by BIGresearch for the National Retail Federation's Retail Advertising & Marketing Association, the "Moms of Tweens" survey was conducted from Oct. 15 to Dec. 28, 2009, and was part of a "Simultaneous Media Usage" survey conducted semi-annually. It includes 15,000-plus respondents.

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