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The consumption trends of media moms

Jennifer Marlo
The consumption trends of media moms Jennifer Marlo
Tricia Nichols, global lead of consumer engagement, strategy, and media innovation for The Gap, delivered the keynote address at the iMedia iMoms Summit in Orlando, Fla., this morning.

"Technology is the biggest catalyst for strengthening the bond [between mom and advertiser]," Nichols said.

Indeed, this is the theme of the iMoms Summit. How can advertisers tap into this powerful, decision making demographic?  Moms are, after all, the traditional head of the household and responsible for the daily purchases needed to run the home.

In order to forge a relationship with moms, marketers must understand how today's moms are interfacing with media in addition to their needs and wants.

During the insight address, Jessica Hogue, SVP of network accounts at Neilsen, shared a study that zeroed in on the ways in which moms consume media.

According to the study, moms tend to spend more time on the internet and less time with other media. In fact, moms are two times more likely to be online than the general population.
"Moms are living their lives online," Hogue said. "They are banking, reading, and socializing on their mobile devices."

Moms are surfing Facebook, Google, Blogspot, and MSN. They are spending a significant amount of time texting and banking on their mobile devices. Moms are spending so much time on the internet that "online [has become] critical in the purchase process," Hogue said.

That's very good news for advertisers.

Other takeaways from the insight address:

  • The average mom has 120 friends on Facebook.

  • Moms are consuming media on their own terms. They are not watching as much TV -- movies, shows, and other videos are viewed online.

  • Priorities and brand preferences change when women become mothers. Designer clothes are replaced with purchase choices that reflect an eye on comfort, versatility, and price.

  • Social circles change as moms connect with each other online.

Jennifer Marlo

Jennifer received her BFA from UC Santa Barbara and MFA from CALARTS in 2006. Post graduation, Jennifer segued into freelance writing, focusing on various topics such as arts, entertainment, travel, and tourism. Jennifer is a native Los Angelean...

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