The (Online) Power of Moms

The Center for Media Research recently aggregated information that gives insight into the poer of moms online.
According to M2Moms, 60% of moms feel that marketers are ignoring their needs, and 73% feel that advertisers don’t really understand what it’s like to be a mom.
Communicators and marketers ignore moms at their own peril:
  • Moms control 85% of household spending
  • According to the U.S. Department of Labor, over 78% of moms with children under 18 were employed in 2000
  • Working out of the home, telecommuting, or running a business from home, media technology and the Internet have become a true enabler

Nielsen Online reports that moms between the ages of 25-54 who have at least one child under the age of 18 within the home represent 19% of the total online population.

Moms use technology to stay organized, connect with their families, friends and mom networks through Facebook and micro-blog platforms like Twitter, as well and, and paying the bills, ordering groceries, downloading coupons and hunting for ideas for the next family vacation. Moms are also mobile enthusiasts who are 35% more likely to use text messaging/SMS on the go.

According to M2Moms, 68% of African American mothers are more likely to read articles online, and 45% more likely to listen to music. 45% of Caucasian mothers are likely to frequent social networks, and 43%, message boards. Blogs were the top choice among 55% of Hispanic Moms,  followed by social networks at 42%.

  • Established moms aged 40-50 who have three or more children in the home are heavy online shoppers, over-indexing on sites like Shopzilla, Target and Walmart compared with the average online consumer. They also stay connected on email and are beginning to dabble in social networks, primarily Facebook.
  • Mothers aged 25-35 with at least one child at home are also heavy online shoppers, but the role of social networking is much more prominent. In addition to email, they are 85 percent more likely to spend time with Facebook compared to the average online consumer.
  • Moms aged 39-54 are only 23% more likely to post comments on social networks
  • Women aged 40-50 in the home are the fastest growing demographic on Facebook
Top 10 Activities of Moms Online
Activity % of Moms
Checking/Sending email


Paying bills/Online banking


Reading news


Checking weather


Researching products/prices


Playing games


Shopping for children


Shopping for self


Planning travel


Researching healthcare info


Source: Marketing to Moms Coalition survey, 2008

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