America’s moms control some 85 percent of household purchases, and their total spending power is estimated at $2.4 trillion annually. Do you know the best ways to reach these “power consumers”? A recent survey, Moms and Media 2017, polled over 2,000 U.S. moms about their online habits. Here are four things you should know to market to moms more effectively.
- Moms are major media consumers. They use computers, smartphones and tablets to access everything from social media and videos to podcasts and Internet radio stations. All told, they spend an average of three hours and 31 minutes a day online.
- Moms are majorly mobile. Some 97 percent of moms own cell phones and 86 percent own smartphones---a higher percentage than women in general. More than half (55 percent) most often use a smartphone to access the Internet.
- Moms are super social. More than 90 percent of moms use social media. The most popular social media site by far is Facebook; 84 percent of moms on social media use it and 72 percent say it’s their favorite social media site. (In comparison, about three in 10 moms who use social media use Instagram and Pinterest.) The average mom checks her social media accounts multiple times a day.
- Moms are busy. (This probably doesn’t come as a surprise.) In addition to household and childcare responsibilities, about two-thirds of moms in the survey are employed outside the home. More than half have full-time jobs.
With these characteristics in mind, here are four things you can do to attract more moms to your website and your business.
- Make your website mobile-friendly. Although 36 percent of moms still primarily use computers to go online, this number has steadily declined over the past 3 years, and the trend is likely to continue. Moms grab spare time to go online while waiting at school pickup, in line at the grocery store or sitting in the bleachers at their kids' sporting events. If your website isn't mobile-friendly, you're missing out on those moments.
- Focus on search engine optimization. Whether you own a local business or an e-commerce company, SEO can be the key to getting Mom's attention online. If you don't have time to keep up with constantly changing SEO trends, enlist the help of SEO experts who do.
- Pump up your Facebook presence by advertising on Facebook. It's gotten harder and harder to stand out in a busy mom’s organic Facebook feed. Moms aren't averse to clicking on Facebook ads if the product is truly relevant, and since Facebook advertising is affordable and highly targeted, it can be an effective way to reach this audience.
- Incorporate video. More than half of moms in the survey go online to watch videos on YouTube. If it's relevant to your product or service, creating a video that explains how to do something, shows your product in action or offers useful advice to make Mom's life easier can help you get the attention of moms with money to spend.