As a mom myself, it’s no surprise to me that American moms control 85% of household spending (Source: Forbes). Marketing to moms is a powerful strategy that is statistically backed by a variety of studies. It’s essential for businesses to understand that it’s not just the obvious pregnancy related items, baby items, and toys that need to be marketed to moms. In fact, anything that a family would use, from dining options and banking to automotive and vacation planning should be marketed to Mom. Even in situations where Dad is the breadwinner, statistically, Mom is the decision maker.
Just how much money do women control?Women control $2.1 trillion dollars of spending each year in the United States! Click To Tweet
A recent study by MDG Advertising breaks down spend by popular business verticals:
- 93% of food purchases are made by women
- 92% of vacation planning is done by women
- 80% of healthcare decisions are made by women
- 50% of products typically marketed to men are purchased by women
This study looked at women as a whole. We at EIEIO Marketing focus heavily on marketing to moms specifically. With an estimated 85 million mothers in America, over 50% of all women in America are in fact moms (defined as having one or more children under the age of 18). We expect that these statistics are significant for moms, as well as women in general.
MOMS & DIGITAL MEDIA
Digital Media is a growing source of media consumption:
- 97% of moms own/use a smartphone
- 95% use the internet
- 88% are using social media
Furthermore, 59% reported that the Internet was the most important media source to them. On average, moms are spending 3 hours per day on social media and a majority of moms access multiple social media sites per day – and turn to social media for advice. These numbers are steadily increasing and are expected to continue increasing as more and more Millennial are becoming moms. (Source: MDG Advertising)
MARKETING TO MOMS DIGITALLY
Moms are a huge driving force for purchase decisions across a variety of business verticals. They are responsible for household purchases totaling $2.1 trillion dollars in the United States. This is a demographic that simply can not be ignored.
Moms are also highly tech-savvy and frequent social media often throughout the day. With the cost of social media marketing a fraction of other digital marketing platforms (and dramatically less than traditional media), it is obvious to us that businesses should be leveraging marketing to moms through social media as a part of their overall digital marketing strategy.
Meg & EIEIO Marketing
Meg Brunson has been marketing to moms for over 7 years. She is the founder and CEO of EIEIO Marketing, a digital marketing agency focused on Facebook Marketing for family-focused businesses.
Meg is also a former Facebook employee with a passion for helping bootstrapped businesses figure out Facebook so that they can promote like the pros! She left the 9-5 in 2017, so that she could be the mom she wanted to be to her 4 young daughters.
After helping her daughter launch her first business, Storytime With Kiki, at the age of 10, Meg began hosting the FamilyPreneur Podcast: an interview-style podcast for parent entrepreneurs, raising entrepreneurial children.