A recent study conducted by BIGresearch for the Retail Advertising and Marketing Association (RAMA), a division of the National Retail Federation, confirms there is advantage to connecting with women through social media and shows this advantage to be especially true for those longing to reach the “mom” market.
The study also noted that in an economy where price means everything, retailers who already have a presence on social networking sites like Facebook and Twitter are one step ahead of getting in front of these women.
- Women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15.0%, respectively),
- Additionally, 15.3 percent of moms maintain their own blog.
“Retailers who aren’t engaging customers through social media could be missing the boat,” said Mike Gatti, Executive Director for RAMA.
I would also add that when price means everything, it becomes even more imperative for companies to find their differentiation points as well as understand how women now define value. Engaging with women online is an excellent advantage. The many channels of social networking fulfill women’s needs for relationship and conversation and together converge with all five stages of the buying process per Marti Barletta: kick-off, research, purchase, ownership and word-of-mouth.
Other findings include:
- These days, women with families will spend where they feel their money is best spent – it’s no longer strictly about loyalty, and quality and value are not as synonymous as they used to be. One brand of laundry detergent might be the best on the market and have the most reputable name, but if the other brand offers more washes in a smaller bottle—saving the planet at the same time—mom is going to pay attention.
- When it comes to actually getting these busy women’s attention, there’s no guarantee that a piece of mail will end up in hands for which it was intended, and a coupon for 20% off any instore purchase could accidentally get thrown away or put in a pile and quickly forgotten. While TV is an important luxury for mom, the days of relying on television have given way to internet ads, paid search methods, Facebook and email campaigns.
- Technology has played a large role in where mom eventually shops, what she buys and how much she spends on any one item. At the same time, these are the same women who are more likely to tell their friends about a good (or bad) shopping experience, if a certain product is on sale and whether they would recommend a certain restaurant.
- It’s important for retailers to keep up with what these women want, because more than likely they are not only talking about it, they are tweeting about it, blogging about it and posting it as their Facebook status.
You can download a copy of the study as well as raw data here.