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Twitter Moms Care for Content over Coupons

Mothers follow marketers for more than just discounts and deals

June 28, 2010

Several studies, including ones from MarketingSherpa and Razorfish, have indicated that finding deals is the main reason consumers follow brands on microblogging sites. But US moms—normally considered big fans of coupons and money-saving tips—told lucid marketing that content was No. 1.

Their top reason for following businesses on Twitter was that they provide useful information (68.3%), just edging out that they were already customers (67.3%) and the desire to find out about products and services (66.9%). While about two-thirds said they liked to see businesses tweeting links to sales, moms most wanted companies to share links to interesting articles or news.

Information US Mom Twitter Users Would Like to See in Tweets from Businesses, April 2010 (% of respondents)

Interesting content only gains in importance for marketers trying to harness moms’ word-of-mouth power. More than three-quarters of respondents said they retweeted corporate messages if they had a link to something interesting, compared with two-thirds who retweeted coupon codes.

Reasons US Mom Twitter Users Retweet Tweets from Businesses, April 2010 (% of respondents)

Further, the biggest reason moms had for clicking the “unfollow” button was that companies were tweeting about things uninteresting to them (67.5%). Tweets with no personality (60.6%) were also a problem, as was too-frequent posting (55.4%).

Mom Twitter users are active on the site, with most respondents checking for updates at least a couple times a day. The majority also connects to the service via mobile. But like many Twitter users, they listen more than they contribute themselves: about three-quarters post 10 or fewer status updates per day, including 25.6% who tweet fewer than three times daily.

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Check out today’s other article, “College Students Annoyed by Mobile Ads.”

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