Millennial Moms Actively Share, Recommend Products

June 24, 2013

This article is included in these additional categories:

Digital | Social Media | Women | Youth & Gen X

WeberShandwick-Millennial-Moms-Product-Advice-Recommendations-June2013Millennial mothers (born between 1978 and 1994) share information about a range of products or services with others, and are more likely than the average mother to like, recommend, re-tweet or re-pin products or services online, according to [pdf] survey results from Weber Shandwick. Given their sharing inclinations, it’s no wonder that they’re often approached for their opinions. In fact, Millennial mothers report being asked for a product recommendation an average of 9.6 times per month, compared to 6.3 for the average mother.

Asked how often other people ask them for their opinion when making a decision to buy a product, 55% of Millennial mothers said this happens frequently, compared to 39% of mothers as a whole.

All of that suggests that this demographic’s influence is rather extensive, making it even more important that marketers connect with them. Yet advertisers are having trouble doing so, according to the report: Millennial mothers are more likely than the average mother to believe that “most advertising and marketing is not geared toward women like me” (42% vs. 36%).

Who are “women like me”? The study offers a few insights into the Millennial mother’s lifestyle and mindset, pointing out that:

  • 32% are single, never married, or not cohabitating with a partner, compared to 16% of mothers on average;
  • 1 in 3 are the primary contributor to their household’s income, versus 26% of mothers in general (although this study says there are more “breadwinner moms”);
  • 35% are self-identified homemakers, while a near-equal percentage (30%) are employed full-time;
  • 26% would pay a monthly fee of $50 to have someone manage their busy life, versus 15% of mothers on average; and
  • 1 in 4 say they share the grocery purchase decision-making with someone else, compared to 20% of mothers in general.

About the Data: The data is pulled from a study conducted with KRC Research called “Digital Women Influencers,” which polled 2,000 North American women and was conducted to identify segments of women who are influential in social media.


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