Millennial moms feel 'overlooked' by marketing

NEW YORK: Millennial generation mothers are highly influential and connected, spending more than 17 hours per week on social networks, but they consider themselves "overlooked" by marketing, according to research from Weber Shandwick.

NEW YORK: Millennial generation mothers are highly influential and connected, spending more than 17 hours per week on social networks, but they consider themselves “overlooked” by marketing, according to research from Weber Shandwick.

The “Digital Women Influencers: Millennial Moms” study, conducted with KRC Research, defines Millennials as being born between 1978 and 1994, accounting for 22% of North American mothers.

Millennial moms are more active on social media than mothers from other generations, using 3.4 accounts, compared to 2.6 by other moms. They also spend 17.4 hours per week on social networks, four more than the average mom, according to the study.

The research found that Millennial generation mothers are highly influential, both online and off. Nearly three-quarters (74%) say friends call on them for advice on a range of topics. Due to their high number of connections, Millennial moms have a greater potential reach and share information across a range of categories.

This group of women is also more likely than other moms to recommend products or services online, according to the research. In an average month, Millennial mothers “like” or recommend products or services online 10.4 times compared to the average mom, who does so 7.7 times.

“Because Millennial moms are digital natives and grew up with the Internet more so than older generations, they have become accustomed to sharing more,” said Liz Rizzo, SVP at Weber and a lead developer on the research.

The study also found that Millennial moms have a busy schedule and are looking to simplify their lives. About one-quarter said they would be interested in paying someone $50 a month to manage their lives, while one in five would consider paying $150 monthly.

There is an opportunity for PR professionals and marketers to capitalize on this statistic by offering and positioning products to help this group of women in their daily lives, according to Rizzo.

“It's a great story for any kind of digital app, but more traditional products and services also have an opportunity here, by making things easier for Millennial moms when making purchase decisions,” she said.

Rizzo added that Millennial mothers, of which there are 9 million in North America, “consider themselves overlooked” by marketing.

“It is easy to lump all moms into one bucket, and, in doing so, PR professionals and marketers are missing an important opportunity to communicate with different types of women,” she said.

Weber and KRC surveyed 2,000 moms between the ages of 18 and 65 last August for the study.

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