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Moms in Canada Rely on Digital Media

Moms are the most socially engaged demographic in Canada

July 11, 2013

The escalation of digital media usage among moms has put it on equal footing with traditional media in terms of brand exposure and purchase influence in Canada, according to a new eMarketer report, “Moms in Canada: The Digital Demographic.” Winning over moms is increasingly a digital, and social, pursuit. But marketers shouldn’t forget their continued reliance on traditional media.

There are more than 4 million moms in Canada with children younger than 18 living in the household, and 86% of the country’s mom internet users go online every day, according to the “Canadian Digital Mom 2012 Report” commissioned by Mom Central Consulting (MCC). Moms also dedicate more minutes each day to using the internet than they do to watching television, according to the report.

Visiting social network sites was the most common daily activity among moms, but there were many others, including watching videos, reading customer reviews, uploading photos and reading blogs.

Frequency of Select Online Activities According to Mom Internet Users in Canada, Sep 2012 (% of respondents)

Even as online shopping and buying has seen slower uptake in Canada than in other advanced markets, moms in Canada may be helping to reverse this trend. According to an October 2012 survey from the SavvyMom Research Community, more than half of mom internet users—55.8%—reported making a media purchase (books, magazines, music, DVDs) online. Buying clothing, children’s products, event tickets and travel were also popular online transactions.

Products and Services Mom Internet Users in Canada Have Researched or Purchased Online, Oct 2012 (% of respondents)

While early adoption of digital tools—including smartphones and tablets—sets moms apart from the average consumer in Canada, it’s the social side that’s causing a major change in how marketers look at this demographic.

Overall, moms are the most social consumer in Canada’s marketplace. In March 2013, moms spent 18% more time on social media (totaling more than 10 hours monthly) than female social media users in Canada overall according to data from comScore.

Time Spent per Month Using Social Media According to Social Media Users in Canada, by Demographic, March 2013 (minutes per visitor)

Younger and newer moms are more conversational on these channels. They ask and answer a lot of questions about new motherhood within their online communities. Older moms are just as engaged as younger ones, although they tend to be less conversational and more interested in reviews and sharing.

Trust of advertising in social is also increasing among moms. Findings from MCC showed almost half of moms found social network advertising credible last year, compared with 31% in 2011. Most trusted by moms across traditional and digital media were friend comments and recommendations on social networks. The same research found that moms’ trust in traditional advertising like newspaper ads and TV commercials was diminishing.

Trusted Social and Traditional Media Sources According to Mom Internet Users in Canada, 2011 & 2012 (% of respondents)

Communities for moms flourish online in Canada, including Mom Central, Hockey Moms in Canada, and others. Along with social networks, these sites attract an immense amount of traffic. Mom bloggers provide a vast amount of content to keep other moms coming and curate the conversations that moms or moms-to-be enjoy.

Marketers looking to engage with moms are, not surprisingly, looking to digital channels, and especially social, for opportunities. The platforms may still be emerging, but the fundamentals are the same. “The tenets of marketing to moms don’t change with digital,” said Christine Ross, partner and managing director at Spider Marketing Solutions. “Those tenets are: Be useful, be convenient, be informative and be supportive.”

The full report, “Moms in Canada: The Digital Demographic,” also answers these key questions:

  • How big is the mom digital market in Canada? What is the opportunity for marketers for this demographic?
  • How do moms in Canada use digital tools to help manage their lives?
  • To what degree does social media predominate in programs targeting moms?
  • How can brands blend traditional and digital to more effectively engage moms in Canada?

This report is available to eMarketer corporate subscription clients only. eMarketer clients, log in and view the report now.


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