This week, Weber Shandwick and our research partner, KRC Research, issued the third installment of our series on Digital Women Influencers. The study, called Millennial Moms, tracked 2,000 moms in North America who were born between 1978 and 1994. The study revealed key insights for marketers as we develop strategies to engage this well-connected and influential segment of moms.
Through the study, Weber Shandwick found that Millennial Moms are:
- Highly connected. They have more social networks than moms overall (3.4 accounts vs. 2.6 accounts, respectively). Millennial Moms spend 17.5 hours per week on these sites, nearly four hours more than the average mom.
- Highly influential. 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.
- Share more information about products and services. 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.
- Value life management assistance. 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.
To learn more, check out the infographic below and the full study here.