It’s easy to assume that the path to most working moms would be through digital media. After all, many of these consumers, especially those with younger children, are likely to be digitally savvy and looking for every time-saving advantage they can find. Digital media would seem to fit that need but Scarborough’s Working Moms Study data shows that traditional media holds a big place in the daily lives of working moms.
Working moms are busy shoppers as nearly 49% have children between the ages of 12 and 17. This consumer group is also 40% more likely than average to have a household income of over $100,000. While working moms enjoy spending money, they also keep a close handle on the household finances. Analysts point out that these consumers skew higher than average for using accountants and financial planners. They’re also more likely than average to invest in bonds, stocks, and money market funds.
While they may have money to spend, working moms also want a good deal. 22% use coupons for the brands they usually buy and 18% try to find coupons for their weekly grocery trip. About 13% of these moms spend $2,500 annually on online shopping. They own multiple technology devices but they are big shoppers in department stores, too.
Local marketers will want to know that 46% of working moms read the local print newspaper regularly and 40% watch the local morning news. Radio is another favorite media format with 42% tuning into pop contemporary stations and 30% listening to country stations in any given week. Working moms also spend plenty of time online – up to 20 hours a week and 39% check local news through digital resources.
Local marketers should be using a good mix of traditional and digital media to reach this audience.