Marketers looking to reach new moms better be ready to embrace all forms of modern technology and communications, says the new “The 21st Century Mom Report” survey from BabyCenter LLC, a unit of Johnson & Johnson. In fact, the proportion of young mothers who use social networking web sites and phones to access web sites has increased hugely.
Only three years ago, 11% of new moms regularly used social media, such as Facebook, MySpace or specific community sites, such as BabyCenter Community. Today, that proportion is 63%, a nearly six-fold increase. 44% use social media for word-of-mouth recommendations on brands and products and 73% say they believe they find trustworthy information about products and services through online communities focused on their specific interests.
Moms use mass reach social networks mainly for socializing and entertainment, and content-oriented communities to get information and advice from other mothers going through the same experiences at that given time, says the BabyCenter report.
Moms are also nearly four times more likely to use mobile phones to go online than they were three years ago, the survey reports, and 91% never leave home without their mobile phones. In addition, 55% say they have replaced the family photo album with an online album.
The findings in “The 21st Century Mom Report” are the result of a two-part tracking study conducted with NovaQuant in 2006 and 2009 as well as a series of 18 in-depth surveys conducted by BabyCenter United States between January and June 2009.
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