Professional Documents
Culture Documents
03.19.10
2. Emotional Health
A good mom feels it is imperative to create a positive, nurturing home and family environment Half of respondents say that making sure that everyone sits down to meals together and bringing the family together is very important
Marketers can benet by helping moms to create shared experiences for their families
More than half characterize good spouse relations as a very important part of being a mom
1. Involvement in Activities
Moms feel that activities in excess may cause their children to lead over-programmed lives Only a quarter of moms feel engaging kids in sports, play dates and music is very important
2. Physical Appearance
While mom doesnt place signicant value on kids physical appearance, she most certainly puts it before her own Seven out of 10 moms viewed that keeping her kids welldressed and clean is somewhat important to being a good mother, while only one-third of moms viewed it as very important Half of moms rate that paying attention to her own appearance is only somewhat important
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1. Familiarity
Familiarity holds signicant inuence over moms decisions of what to buy for her children A brand you are familiar with remains the most important inuence on moms purchases for their kids
The nding suggests that while moms often seek product information from a variety of sources, they also trust their own instincts and preferences
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2. Word of Mouth
Word of mouth remains as powerful an inuence as ever, and even in a highly connected digital world, personal contact is still important A signicant inuence on moms purchase decisions include the people closest to them
Nearly two-thirds of moms cite childrens requests More than half say that recommendations from family and friends are important inuences A little less than half say that recommendations from other moms inuence their decisions
Respondents rate information from the internet, as well as from traditional media such as television, newspapers, and
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3. Internet
Higher income moms claim slightly less inuence from kids requests and more from other moms and the internet, suggesting that they are more likely to be tapped into social media that may directly or indirectly provide purchase guidance
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Online social media has dramatically changed the way that brands and moms connect
Mom blogs are a powerful force in the marketing world
23 million women engage in weekly blogging activity
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* Column shares may not sum to 100% due to rounding. All statistical signicance is at the 95% condence level.
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