Mom bloggers are more active online, particularly with social networking, than the rest of their U.S. mothering peers. They are 71% more likely to indicate being addicted to a social network when compared to moms who know nothing about blogs.

The lead reason for them going online is to socialize with others, while for moms who pay no attention to blogs, it is to find information. Mom bloggers also pay more attention to what their friends say online about something than other moms do.

The attention that marketers are giving to online word of mouth and the importance of connecting with mom bloggers as influencers appears justified.

Mom bloggers are also more receptive to marketing communication, than other moms. Further enforcing the reasons for marketers to pay them attention. Not surprisingly, all moms rank banners as the least effective marketing method for engaging them. But, bloggers are the group most accepting of them, likely do to the fact that many earn money from these marketing tactics.

An opportunity exists for marketers to focus more effort in email marketing. Moms are more receptive to it when compared to other online marketing tactics, and they are checking personal email throughout their day.

Survey data was gathered from 457 U.S. women with children of various ages randomly recruited on the internet between August 12 and September 12, 2008. As an incentive, $5 for every 10 people who completed the survey was donated by lucid marketing to the St. Jude Children’s Research Hospital.

The report, “Social Media & Moms, BLOGGER Edition” can be downloaded for free at www.lucidmarketing.com

ComScore Media Metrix, estimates there are 30 million moms between the ages of 25 and 54 with one or more children at home. Mothers represent 44% of all adult females who go online.

As a parent it is practically a requirement to have Internet access. Pew and the US Department of Commerce both report that 87% of households consisting of a married couple with children under the age of 18 have Internet access. Among non-family households, it drops down to only 58.5%.

Moms are online and in a big way.

Lucid Marketing will define and execute geo-targeted online media and word-of-mouth marketing promotions in support of the Shortcuts launch. In addition, Lucid is consulting in creative development and the tactical management of customers from registration through member retention.

For more on Shortcuts, visit http://www.shortcuts.com.

–
John King

President
Lucid Marketing
609 208 2152
john.king@lucidmarketing.com

Let me read a quote, “The grouping of consumers into these like-minded segments doesn’t mean that they are like-behaved. The underlying trouble is that most psychographic studies are starting at the wrong end of the stick. Where they ought to begin their segmenting is on a behavioral basis with conduct that relates to actually buying the brand in that category.”

There are examples of this everywhere and pervasive in our language. A print magazine created a new label, hybrid mom. And there are many more. “Helicopter mom”, “Wired mom”, “Boomer mom”, “Gen Y mom”. I can go on. You get the point. The curious thing is, I’ve yet to meet a mom who describers herself with one of these labels.

Society is more complex and diverse than it has ever been. Paying attention to behaviors and attitudes, and minimizing segmentation labels makes more sense.