Research released Tuesday by global public relations firm Weber Shandwick uncovers insights about a digitally connected and highly influential segment of North American women: Millennial Moms.
These women, born between 1978 and 1994 who account for 22 percent of North American moms, are highly connected and spend an average of 17 hours each week on social network sites.
Meanwhile, BabyCenter, a leading pregnancy and parenting mobile and web destination, released its 2013 Social Mom Report. In partnership with web researcher comScore, BabyCenter has revealed new insights surrounding moms’ adoption and usage of social platforms across all devices. (Read: How Modern Moms Use Social Media)
“Marketers need to wipe the mom slate clean and recognize the diversity of the mom target. Our research shows that Millennial Moms are more digitally connected than older moms and spend a great deal of time on their social networks,” says Leslie Gaines-Ross, chief reputation strategist, Weber Shandwick.
“These women are armed with information and are inherently influential both online and offline. Their digital connectedness gives them a much different perspective of motherhood and brands need to learn how to better engage them in this new social era.”
According to the study, Millennial Moms have more social networks than moms overall (3.4 accounts vs. 2.6 accounts, respectively). Millennial Moms spend 17.4 hours per week on these sites, nearly four hours more than the average mom.
Nearly three-quarters (74 percent) of Millennial Moms say they are sought out more often than other friends for advice on a wide range of topics. They are more likely than moms overall to provide recommendations online and to be asked by others for their opinions on products.
In an average month, Millennial Moms “like” or recommend products or services online 10.4 times while the average mom does so 7.7 times.
At least nine in 10 Millennial Moms share information about apparel, retail stores and groceries/food and beverages (in-person, online or both). Compared to moms overall, Millennial Moms are better sharers of information for several categories, including: goods for the home, websites or social networking sites, products or services for digital devices, financial investments and life insurance coverage.
About one-quarter (26 percent) of Millennial Moms would be interested in paying $50 per month to have someone help manage their lives and one in five (20 percent) would be willing to pay $150. The main reason for their willingness to pay for life management outsourcing is lack of time/busy schedule.
Weber Shandwick partnered with KRC Research to conduct Digital Women Influencers. The online research was conducted among 2,000 women, ages 18 and over, in the United States and Canada.