Marketing To Millennial Moms

by Whitney Trujillo January 29, 2018
person holding cell phone

Information Provided By: BabyCenter and Interactive Advertising Bureau 2015 State of Modern Motherhood: Mobile & Media in the Lives of Moms February 2015

When women become mothers, they re-evaluate their brand choices. This is an opportunity that marketers should not ignore: Moms now spend about $13,127 per child every year.

When they make a purchase, these moms are looking for specific criteria. Products must be safe, convenient to purchase and include brands that provide good value and get good reviews online. Organic ingredients matter even more, with 45% of moms saying organic is the most important criteria for everyday purchases.

When shopping for these products and services, millennial moms rely on mobile and smartphone technology to make purchases. More than half (53%) of millennial moms in the U.S. own a smartphone or a tablet. Of those, 63% say they are using their devices more since becoming a mom.

They are also more likely to own smartphones than laptops or PCs, and they spend 35% more time online using their phones than their computers. While in stores, 8 out of 10 moms use their phones for shopping. They use them to search and download mobile coupons or to find better prices elsewhere. The most popular categories for online shopping are electronics and apparel, with 1 in 4 moms doing half or more of their shopping for them online.

In addition to online shopping, millennial moms in the U.S. spend more time following the media than previous generations. They average 8.9 hours per day following the media, including outlets like radio, print, online, TV, etc.

While online, parenting websites and communities are very popular among these moms. At least weekly, if not more, 49% of millennial moms look for expert advice on parenting websites, and 73% use online parenting communities for brand and product recommendations.

Continuing with the technology trend, most moms notice advertisements that are NET Digital (via a smartphone/tablet/PC/laptop) rather than via the TV. The ads that get the most attention feature deals, sales, and other money-saving offers. They are relevant to their life stage or children’s ages, or they use humor. Elements in ads that get attention are children, moms holding babies, families and just babies.

Mobile and media technologies have transformed motherhood. These trends are worth paying close attention to so that companies know how to best reach these important customers.

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