Target and Toys R Us posted overall sales declines during the holidays.
Survey finds this segment of moms also favors sharing through Facebook and texting.
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.