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When Moms Shop, They're Highly Digitized - and Not Just for Pencils and Wipes

30-Dec-2011

Busy Mothers Play to Win, Using New Technology to the Hilt, Buying School Supplies or a Family Car

By: Tina Sharkey.

Motherhood triggers big changes in how women spend their time, how they consume media. And how they shop.

In younger days, shopping meant getting together with girlfriends to indulge in shoes, party dresses and fun conversation. Motherhood puts an end to that, fast. Suddenly life's all about buying school supplies and diapers in bulk, and then rushing home to the family.

Just how do moms shop? BabyCenter US wanted to find out. We also wanted to know how their shopping habits compare to the general internet-using population. Working with comScore, we produced the report, "2011 Shopping Rituals of the American Mom." As the year closes down - along with the seemingly endless holiday shopping season - it seems apropos to look at the study's striking results.

PS: Marketers take note: this isn't just about moms. They're the leading indicator for shopping behaviors - what they're doing today, every consumer will be doing tomorrow.

It's true, as Matt Carmichael wrote in a recent post, "Kids Take All the Fun out of Shopping," moms are often stressed-out, rushed, overwhelmed, cost-obsessed. But that's far from the whole story. Here's the rest of it.

Read full article. Cited in Ad Age Daily eNews Update, Thursday 29 December 2011.

   

 


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Busy Mothers Play to Win, Using New Technology to the Hilt, Buying School Supplies or a Family C..