If moms are a key element of your target audience for fundraising or communications, read on.
When moms are looking for advice, including on potential purchases, they prefer to talk to peers rather than experts. And this conferring with peers — other moms — is occuring online … often in the context of writing and reading mom-blogs. Bottomline: moms trust moms … the bond is a shared lifestage. And mom-blogs (and social nets) increasingly connect them.
- There are 40 million moms with children under 18 in America
- 35 million of them are online
- 16.5 million online moms participate in the blogosphere as publishers or readers … that’s 41% of all moms
Stephanie cites research that indicates the top three online activities of Gen Y moms (20’s and early 30’s) are reading blogs, participating in an online community of moms, and creating and sharing their own video. And for Gen X moms (mid-30’s through 40’s), the top three online activities are using a photo site, rating and reviewing products, and shopping.
Just one more argument for shifting your marketing resources to online media — certainly to reach this demographic — and, within that space, to the more interactive social media. Of course, having this objective is one thing; figuring out how to get your nonprofit or cause into their conversation is the real challenge.
I came across this article via a new e-newsletter, Engage:Moms, which I recommend following if reaching moms is important to your mission.