Tuesday, July 6, 2010

Moms Is A Subset of Women

For marketers who want to reach moms, the good news is that moms are open to receiving information via Twitter, much more so that on Facebook.  And moms are using Twitter to a large degree.  What does this mean for bloggers who want to reach the mom audience?  Twitter IS a good way to "introduce" yourself but be sure to make sure that your tweets contain useful information that is relevant and valuable to moms. 

Pragmatic Mom
Type A Parenting for the Modern World

I blog on education, parenting and children's literature


On the heels of women's Web preferences in yesterday's Research Brief, Lucid Marketing presents a slice of that total market by exposing Twitter preferences among those who are "hooked on Twitter." 57.9% of moms Twitter from their cell phone, iPhone, Blackberry or smartphone.

According to the study by Lucid and Lisa Finn, not only do the majority of moms use Twitter to find out about new products and keep up with businesses they like, but they're also interested in getting links to news and articles on topics that matter to them.

The most important motivator for moms to follow a business on Twitter is that the business provides useful information in its Twitter feed (68%).

Other important factors are:
  • A desire to find out about the company's products or services (67%)
  • To get good deals (60%).
  • To follow businesses on Twitter because they're already customers. (67%)
  • To follow up on a retweet (41%)
  • Famous person doing the tweeting for a business carries little clout with moms (6%).
Moms' top two reasons for using Twitter, says the report, are networking/meeting new people (77%), and keeping up with news (60%). And, 54% of moms who use Twitter check their feeds 10 or more times daily; only 13% check once a day or less.

Frequency of Moms Checking Twitter (% of Respondents)
Frequency% of Respondents
Every waking moment
10 or more times a day
5-9 times a day
2-4 times a day
Once a day
3 or more times a week
1-2 times a week
Once a week
2-3 times a month
Once a month
Source: Lucid Marketing, June 2010

Moms want businesses to tweet with links to articles that interest them, special offers or sales, and downloadable coupons. They're also receptive to tweets that are simply entertaining.

Kevin Burke, President of Lucid Marketing, says "Twitter is often thought of as a broadcast medium for the latest news, but for many people it is a very personal experience... "

The majority of moms like to see humor in businesses' tweets, and in open-ended responses describing what they like about the businesses they follow, moms say they like tweets with personality, and companies that interact with them on Twitter.

Mom's Preference in Viewing Business Tweets (Multiple Response OK
Viewing Preference% of Respondents
Links to interesting articles, news
Links to sales or special offer websites
Links to downloadable coupons or discounts
Updates on new products
Funny tweets
Source: Lucid Marketing, June 2010

"Marketers are looking for ways to forge personal, authentic connections with consumers, and I was struck by how much moms appreciate getting a sense that there's a real person behind the company. Not only are they open to companies showing some personality in tweets; they actively want that," said Lisa Finn, coauthor of the report.

When compared with the results from the authors' previous study of moms on Facebook, moms appear to be more open to a range of interactions with companies on Twitter. Moms on Facebook use it primarily to keep in touch with friends and family, while moms on Twitter use it to network with a wider array of contacts.
  • 53% Tweet to learn about new products
  • 52% Tweet to keep up with their professional contacts
While moms are receptive to marketing on both sites, they're a bit more protective of their personal space on Facebook, and a bit more focused on getting coupons and special offers there. On Twitter they're looking for good deals, too, but they also want to be kept informed about news and articles that are relevant to their lives.

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