In honor or Mother's Day, an organization called BabyCenter, which gives advice to mothers, connected with the Interactive Advertising Bureau to poll first-time millennial moms. Their goal was to figure out how moms in their 20s and early 30s feel about certain products and how they use media now that they have babies. Of course this was useful to both groups because it gave them a sense of how and where to advertise to young, first-time mothers. And, the results were no surprise because it showed that moms use their mobile devices to do a lot of their shopping.
One fact, for example, was that "8 in 10 millennial moms surveyed use their smartphone while shopping in stores," and they do this to download coupons, look for recipes, price shop, read reviews, and ask for friends' opinions. They even looked at how certain brands make themselves known in a positive way to this audience. The top five, according to those surveyed, were Netflix, Facebook, Amazon, Doritos, and Victoria's Secret. It's obvious to me that these are companies that know how to study their audiences because these seem like perfect products for young mothers.
The survey also revealed that, since they became moms, these women's use of desktops and laptops and cable TV had decreased, while their use of tablets, smartphones and DVRs had increased. Again, this makes perfect sense because now they can't just sit around at their desk or in front of their TV because they have a baby to care for.
There were other findings that were also interesting, but to me the thing that stood out was how easy and important it is for companies to study their audiences. Obviously they can learn a lot about what, how and why people are buying certain things, which means they can figure out how best to sell them what they need--and probably a few things they don't need, too.
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