Nearly Every Mom on Facebook Uses the Site for the Purchase Process: Survey Illustrates that Social Media is the Most Impactful Way to Reach Moms
Falls Church, VA (PRWEB) July 29, 2013 -- Research shows that women are the driving force behind the purchase decisions of nearly every household, and a recent survey commissioned by MtoM Consulting- a DC-based firm that helps businesses market to moms - found that 96% of moms on Facebook use the website to make purchases. Additionally, nearly one in three moms ranked Facebook as their most influential social media source.
The survey also revealed that moms who use social media to purchase products will share positive information about those products. Approximately 93% of moms will share information about a product or brand on their pages: 87% will “like” a brand’s page, and more than half will post about a product on their wall.
“Moms are a very powerful market in the U.S., as they account for more than $2 trillion a year in spending,” said Christine Wilson, founder and CEO of MtoM Consulting. “This survey validates what we suspected: moms share information to help others which makes them feel helpful and good about themselves. My two little boys taught me about the incredible consumer power of moms, and based on the survey results it’s clear that targeting moms is a logical way for a brand to go in the direction of marketing.”
Social media’s role in a mom’s purchase behavior is different for active searchers and non-active searchers, according to survey data. In the Active Process, word of mouth is key. A mom will begin by researching a brand online, and then move to social media to consult friends and family before making a purchase decision. With the Non-active Process, social media is the idea generator. Social media will spark a desire for a product or service, and research on social channels and the Internet will follow before the decision to purchase is made. With both Active and Non-active searchers, saving money (an average of 49%) and reading reviews (an average of 44%) are the main concerns when making a purchase and moms will take advantage of a coupon code if they have a built in need for the product.
The complete survey helps identify how to utilize social media more effectively to influence the valuable mom market and her purchase behavior. To download the survey report, visit: http://www.mtomconsulting.com/research-2/
Survey Methodology:
This survey was conducted online within the United States by Quester on behalf of MtoM Consulting LLC in 2013. MtoM spoke with 200 moms across demographics to understand the role various social media platforms play in her purchasing decisions. Utilizing Quester’s unique market research technology, MtoM conducted conversations with moms and received quantified qualitative insights that unlock how social media influences a mom’s decision to purchase.
About MtoM Consulting
MtoM Consulting LLC is a full service marketing, design, and PR consultancy specifically focused on businesses that want to market to moms. MtoM understands the target market and how to engage moms so they become loyal customers.
Contact: Amy Clark at amy(at)mtomconsulting(dot)com
Amy Clark, 9176485577, [email protected]
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