Moms with tweens, defined as children aged eight to 12, use the Internet for research and also share information they find there through e-mails and text messages more often than does the average adult, suggest survey data about online shopping and search habits from the Retail Advertising & Marketing Association.
The group’s semi-annual survey indicates than multitasking moms use web and mobile technology more than the average adult.
For example, 47.6% of moms of tweens say they prefer to send e-mail after searching online, compared with 46.2% of all adults, and 21.6% of moms of tweens say they communicate about a service or product found online via text, compared with 17.6% of all adults. A full third of moms of tweens report regularly or occasionally using their mobile device to search online for product information, compared with 31.3% of all adults.
Other findings include:
- 48.2% of moms with tweens report that they regularly use Facebook, compared with 39.9% of all adults.
- 43.5% of moms with tweens indicated that using e-mail and instant messaging was a favorite leisure time activity, compared with 41.2% of all adults.
- Moms with tweens are more likely to start an online search after viewing a coupon (46%) than the average adult (35.6%).
- Moms with tweens read blogs more often (52.2%) than their adult counterparts (49.8%); however moms with tweens post to blogs less often (26.4%) than the average adult (27.5%).
The survey, conducted by BIGresearch online late last year, included more than 15,000 respondents.