7/19/13
Millennial moms (those born 1978-1994) “like” or recommend products or services online an average of 10.4 times per month, compared to an average of 7.7 times per month among moms overall, according to Weber Shandwick and KRC Research. Millennial moms retweet or repin products or services 7.8 times per month; moms overall retweet or repin 5.4 times per month. Millennial moms also get asked for product recommendations more frequently than other moms-an average of 9.6 times per month vs. 6.3 times among moms overall.
Almost three-quarters of millennial moms (74%) believe others ask for their advice (on a range of topics) more frequently than they ask other friends. Millennial moms have an average of 24 close friends, compared to an average of 22 among moms overall. Millennial moms are more likely than other moms to share information about clothing, health and beauty aids, home goods, websites and social networks, financial services and life insurance, and products or services for digital devices.
Millennial moms are twice as likely as moms overall to be single/never married/not cohabiting (32% vs. 16%). One in three millennial moms (33%) are their household’s primary financial provider, compared with 26% of moms overall.
Millennial moms are almost equally likely to be full-time workers (30%) or homemakers (35%). Millennial moms are more likely than moms overall to make grocery purchase decisions jointly with someone else in their household.
Many millennial moms feel misunderstood or overlooked by marketing; 42% say “most advertising and marketing is not geared toward women like me,” compared with 36% of moms overall who feel this way.
SOURCES: “Digital Women Influencers: Millennial Moms,” June 2013, Weber Shandwick and KRC Research. Weber Shandwick, Leslie Gaines-Ross, Chief Reputation Strategist, 919 Third Ave., New York, NY 10022; 212-445-8000; lgaines-ross@webershandwick.com; www.webershandwick.com. Price: Available online at no charge.
KRC Research, Bradley Honan, CEO, 919 Third Ave., New York, NY 10022; 212-537-8743; bhonan@krcresearch.com; www.krcresearch.com.
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