Millennial mothers: the most connected and influential
The millennials moms They have become the object of desire of most brands of products related to the world of childcare, motherhood and baby. Pleasing this group of mothers and achieving their approval is already part of the list of priorities of the main marketing and advertising campaigns for many products. But what do millennial moms have to deserve this privilege?
Millennial mothers are a generation of young mothers, under 40 years old, who were born in the 1980s, specifically between 1978 and 1994. Currently, 22 percent of the world's mothers are millennials, which means that one in five mothers fit this typology, and represent approximately 9 million people, according to study data Digital Women Influencers: Millennial Moms from the Weber Shandwick company.
Millennial moms: the new goal of marketing and advertising campaigns
What features and characteristics distinguish this generation of mothers who are the object of desire of numerous marketing and advertising campaigns? Their main hallmark is that they are mothers 2.0, permanently connected to the network and social networks, avid information seekers and very influential because of their great capacity to value everything they want, prove or facilitate their role as working mothers.
The millennials moms They have become a new market segment for many brands for different reasons.
1. They are very numerous. 83% of new mothers are millennials. The average age of a first-time mother is 26 years, two years older than it was in the mid-90s. According to data from Goldman Sachs, 83% of births in 2013 were of millennials.
2. They are highly connected. Most of these mothers have several accounts in social networks, specifically 3.4 on average, and spend a lot of time being active in them, approximately 17 hours a week, that is, 2 hours more than watching television and 4 hours more than an average mother.
3. They are very influential. They are more influential than average mothers to make purchasing decisions and referrals in their social groups. Retweet or repine almost 8 products a month and speak on their own initiative of products or services online 10 times a month. 74% of millennial mothers surveyed admit that they advise their close group on many topics, specifically an average of 24 close friends.
4. They share a lot of information about products and services. More than half of millennial mothers recognize that they are frequently asked about their opinion about products, almost 10 times a month, considering that 6.3 is the standard average.
10 characteristics of millennials moms
1. Born in the 80s. Millennial mothers are women who were born between the beginning of the 80s and the late 90s, and have been mothers recently.
2. Always connected. They have profiles in at least 3 social networks and dedicate an average of 17 hours a week to reviewing these networks and updating them.
3. Active in social networks. They publish and share moments with their family and their children on social networks and other websites. They do it for fun.
4. Avid for information. They resort to Internet search engines to be informed, to clear up doubts or to know in depth some topic that worries them.
5. They are smart buyers. They look for product recommendations before buying and consuming them. They evaluate the products they have used and publish their opinions.
6. They are part of the new virtual tribes. They share information about parenting with other mothers and fathers. They are firmly convinced that the upbringing of a child is a matter of two, both in tasks and in education.
7. Independent.They have put aside the "fears" of motherhood, which have dissipated thanks to the possession of all the information they need. This is the reason why they have returned to the traditional practices of motherhood: breastfeeding, co-sleeping, carrying ... among other things that had stopped making mothers of previous generations.
8. They carry a digital agenda. They entrust their smartphones to organize the life of the whole family, from making purchases to controlling medical appointments and school appointments.
9. They advocate labor and family conciliation. Labor flexibility is very important to personally attend to children.
10. They dedicate time to themselves. They share information on healthy living, healthy diets and beauty care. They spend time taking care of themselves and their hobbies.
Marisol Nuevo Espín
