Understanding what matters most to moms is critical to reaching them as customers. 2013 has been a year of disruption, innovation, and unpredictability, and moms are reacting in some surprising ways. Buzz Marketing Group investigates the latest trends among buyers, and this is a year-end compilation of our top trends of 2013 for moms, based on our monthly research studies.
1. Loyalty to brands or stores doesn't matter. It is rare that moms will purchase products solely based on the brand name or choose a to shop at a store solely based on its name. For instance, when it comes to supermarkets, 94% of moms frequent at least two different grocery stores per week and 44% frequent at least three. These moms choose stores based on weekly specials, available coupons, product selection, and more.
2. Charity is somewhat important to moms. Although value and functionality are the most important factors in their decision to buy a product, a notable 62% of moms are more likely to purchase something if proceeds are given to a charitable organization.
3. Moms love coupons. Whether it's via email (80%) or snail mail (81%), moms use coupons on a regular basis with 78% using coupons weekly and 22% using coupons daily. Coupons have gotten more interesting during the year (Snapchat, anyone?), and this is a trend that will only grow in 2014 as moms seek more value.
4. Technology is playing a larger role in the everyday lives of moms. We found that 88% of surveyed mothers own their own laptop and 81% own a smartphone. Not only are they obtaining more devices, but they are also becoming more confident in their tech abilities, as a mere 7% believe that their technological knowledge and skills require improvement. Moms will continue to adapt to new technologies in an effort to better their own lives and their families' lives.
5. Moms are paying attention to their children's tech as well. 75% of surveyed moms state that they monitor their children's online activity. In fact, 76% use parental controls on their children's computers and over half (54%) use such controls on the television. But it's not all about controls – conversation is also important as 34% discuss online safety with their kids every week and 20% discuss the matter every day.