Most mothers prefer receiving information about brands from other moms or friends - a huge 91 percent prefer easy-to-find brands that other moms have recommended. Moreover, online advertising has huge potential to reach them, according to new research.
Mothers feel disconnected from the way most marketers portray them, and 67 percent of mothers would rather talk to a peer than hear from a celebrity about products, writes MediaPost (via MediaBuyerPlanner), which cites research presented at the Marketing to Moms Conference in Chicago this week.
Just 20 percent of mothers say advertisers do a good job of connecting with them, according to the Haystack Group; 70 percent say advertising doesn't seem to focus on moms; 30 percent say they see ads that offend them.
Online advertising has huge potential to reach mothers, as contemporary moms spend more time online than watch television. According to research presented at the conference, 88 percent of online moms rely on the web for parental guidance and advice; 86 percent make online purchases; 85 percent have clicked on an online ad; and 95 go online at least once a day.
Moreover, though moms account for 44 percent of the women's market, they account for 55 percent of spending on consumer electronics, 51 percent of spending on food, 49 percent of spending on health and beauty aids, 48 percent of spending on home furnishings and 47 percent of spending on clothing.