More New Moms Connecting Online

Moms have long had control of a large portion of the household budget. And when women become new moms, their spending habits change. Instead of buying apparel and accessories for themselves, they’re suddenly purchasing equipment and supplies for their babies. What has also changed recently is that new moms are harnessing the power of the Internet to educate themselves and to purchase the best products to suit their needs.

When women become first-​time moms, they change their media use according to a report by eMarketer. Here’s  a list of the media formats new moms turn to in increasing numbers after giving birth:

  • Mom-​centric social media 68%
  • Mainstream social media 33%
  • Internet 32%
  • Mobile phone 19%
  • E‑mail 19%
  • TV 12%
  • Magazines 10%
  • Radio 7%
  • Instant messaging 4%
  • Newspapers 2%

For the most part, moms are using less traditional media such as magazines, newspapers and radio and reaching out through the Internet. The Internet is empowering these moms to locate retailers “that are respectful and responsive to their needs and concerns.” And one subset of new moms, the Millenials (between the ages of 20 and 34) are looking for retailers to “customize their products and business procedures” to meet individual needs.

Retailers who engage with new moms online, share information such as competitive pricing and quickly admit errors when they occur are being rewarded with both new business and increased loyalty.  These retailers will also likely shift their marketing efforts to the places where they can reach more new moms and these days, that means the Internet.

[Source: Retailers Connecting with Moms Online. eMarketer​.com. n.d. Web. 29 Jun. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.