The results of a recent study about Moms with "tweens", undertaken by BIG Research, provided some useful results. The study, which was released last week and also discussed on Internetretailer.com by Allison Enright, revealed that moms of tweens (children 8 to 12 years old) do more online shopping and sharing than the average adult.
The survey of more than 15,000 respondents provided some interesting results:
- 47.6% of moms of tweens prefer to send e-mails after searching for products online, compared to 46.2% of all adults.
- 21.6% of moms of tweens communicate with peers about a product discovered online by text message, compared to 17.6% of all adults.
- 33% of moms of tweens regularly or occasionally use their mobile device to look information on products, that's compared to 31.3% of all adults.
As anyone with a tween can tell you, time is always at a premium. Moms have to steal bits of time here and there to shop, and online retail is well-suited to the task. But what used to be a "shopping trip" might now be broken up across a number of online sessions on various devices that cut across retailers, comparison shopping sites, manufacturer sites, social sites, and more. That's why it's more important than ever to be able to create continuity in retail marketing programs.
Additional figures revealed:
- Facebook alone has 48.2% of moms of tweens regularly using the site, while 39.9% of all adults use the site on a regular basis.
- 43.5% of moms of tweens consider using e-mail and instant messaging a favorite leisure time activity, compared to 41.2% of all adults.
- After looking at a coupon, 46% of moms of tweens are more likely to start an online search of the product, compared to 35.6% of all adults.
- More moms of tweens (52.2%) read blogs on a regular basis than all adults (49.8%).
While some of the results show only slightly more activity on the part of moms with tweens, the wealth of data provides marketers with a chance to engage the demographic effectively.