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Demographics & Consumer Insights

The following excerpt is from eMarketer's report:
"Mom Shoppers: Using Digital to Keep Their Heads Above Water"

Mobile devices and social networks are important fixtures of the shopping process for today's mom. But marketers must be careful not to intrude unduly on such efforts. Moms want to be the ones who initiate commerce-related activities in today's digital environments.

Nowadays, marketers must be alert to the fact that large and growing numbers of moms are unmarried, and that a large majority are in the labor force. Balancing work and personal life is a vexing issue for many of these particularly time-pressed women.

Moms routinely use smartphones as shopping tools—comparing prices, accessing product information, reading reviews and so on. But moms are wary of uninvited attention from marketers via those devices; they regard their phones as their personal space.

Marketers hoping to reach moms through social networks must realize that moms are more interested in connecting with other moms—the people they regard as the genuine experts about products and services—than with them. Moreover, when a mom "likes" a brand, she's likely doing so in anticipation of some financial consideration.


  • What are the significant demographic subsets of today's mom population in the US?
  • What are the factors guiding US moms' shopping decisions?
  • How do moms feel about the ways in which advertising depicts them?
  • What are their attitudes about marketers' usage of mobile and social channels to reach them?

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