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Study: Moms are Mobile, Digital, But Still Influenced by Traditional Media
USAgNet - 08/11/2017

Today's moms are digital, mobile and drive some of the most important buying decisions, according to a new survey from SCG Advertising + Public Relations, based here. This new report, available on the SCG website, follows the firm's April 2017 "SCG Market Pulse" study on college students.

Nearly 70 percent of moms spend as much as 4 hours daily on social media -- 77 percent say they're regular Facebook users -- with 75 percent indicating that a cell phone is their primary connection tool. Slightly more than three-in-five (66 percent) say texting is their preferred method of communicating with friends and family. Eighty-three percent say they use social media to keep in touch; almost half say they use social to monitor news.

A significant majority of moms say they are the primary decision-maker on purchasing food and beverages (92.3 percent), healthcare (60.2 percent), education (68.8 percent), travel and hospitality (76.9 percent), and appliances (64 percent).

"Moms are an economic juggernaut, impacting huge segments of the market and driving many of the most important buying decisions," said Michael Cherenson, SCG executive vice president. "To effectively connect and engage with them, brands need to embrace multiple media forms -- both digital and traditional -- and demonstrate a commitment to causes and concerns near-and-dear to moms' hearts. Connecting with the mom market requires a multi-level approach, leveraging paid, earned, shared and owned media."

Nearly 95 percent of moms indicate that a company's commitment to a cause they embrace could positively impact their buying decision, possibly even convincing them to pay more for goods and services. Specifically, nearly 50 percent said they would actually pay slightly more, while 45 percent said they might pay more.

Seventy-eight percent say social media is the most influential media form when they consider purchasing goods/services, but almost the same number say traditional media is still influential.

The online survey of 250 self-described moms was conducted between May 31 and June 8. More than 83 percent reported having between 1 and 3 children, 44 percent were between the ages of 45 and 54 years old, 24 percent between 35 and 45, 22 percent 55 or older, and 9 percent 25 to 34.

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