mommy blogger relevance & influence

Relevance & InfluenceUS Market Insights . September 2012

Spending Power

Mommy Blogger US Market Insights| September 2012 2

Women account for $7 trillion in consumer and business spending in the United States

Women over the next decade will control two-thirds of consumer wealth

Women make or influence 85 percent of all household purchasing decisions

Women purchase over 50 percent of traditional male products, including automobiles, home improvement products and consumer electronics

Women account for 85% of all consumer purchases, including everything from autos to health care

Women make 68 percent of new car purchase decisions

Seventy-five percent of women identified themselves as the primary shoppers for their households

Women influenced $90 billion of consumer electronic purchases in 2007

Daniel McKean . LinkedIn.com/in/danielmckean

Women and Cars

Women buy more than half of the new cars in the U.S., and influence up to 80% of all car purchases

Women request 65% of the service work done at dealerships

Women spend over $200 billion on new cars and mechanical servicing of vehicles each year

Forty-five percent of all light trucks and SUVs are purchased by women

Mommy Blogger US Market Insights| September 2012 3Daniel McKean . LinkedIn.com/in/danielmckean

Online Influence

As early as 2000, women were found to have surpassed men in Internet usage

Seventy-eight percent of women in the U.S. use the Internet for product information before making a purchase

Thirty-three percent research products and services online before buying offline

87.1 million women online are active on a weekly basis in social media

Women account for 58% of all total online spending

Twenty-two percent shop online at least once a day

Ninety-two percent pass along information about deals or finds to others

The average number of contacts in their e-mail or mobile lists is 171

Seventy-six percent want to be part of a special or select panel


Mom Power

Moms represent a $2.4 trillion market

Fifty-five percent of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog

18.3 million Internet users who are moms read blogs at least once a month with the average reader regularly following 4 blogs

In 2014, 63% (nearly 21 million) of all online moms will read blogs

Moms mention brands an average of 73 times per week compared with just 57 times per week among males

Ninety percent of moms are online vs. just 76% of women in general

Sixty-four percent of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms the most credible experts when they have questions


Mommy Bloggers

About 1 in 3 bloggers are moms with 14% of all American moms are Mom bloggers

3.9 million women with children write blogs in the US - by 2014, that number will jump to 4.4 million

Out of the 3.9 million blogs, roughly 500 of them have considerable power and reach

Demographic age breakdown: 30-34 (23%), 35-39 (20%), 25-29 (15%), 40-44 (14%)

52 percent of bloggers are parents with kids under 18-years old in their household

Only 13 percent primarily write about parenting and another 9 percent about family updates leaving a great majority to write about other non-related mom topics with product reviews a common topic


Brand Relationships Seventy-seven percent of mom bloggers will only write about

products or brands whose reputations they approve of, and another 14% will write about brands or products they boycott

Two-thirds of bloggers reject at least half the pitches they get from brands

Social good matters to bloggers - trust levels increase 56 percent for campaigns that include an element of social good

More than 40 percent of influential bloggers have never been approached by brands, in some cases because brand reps simply don’t know they exist

The majority of women bloggers want long-term, deeper relationships with a few special brands

Mom bloggers want to be compensated and view blogging as their job and 67 percent think revenue over free stuff is very important

90 percent want to work with brands so long as there is some form of compensation (sponsored posts, paid marketing partnerships, paid blog ambassadorships)


Purchase Influence Moms place their trust on mommy bloggers with 63 percent of

active daily social media moms said blog reviews influenced their decision to buy a product

84 percent of moms use advice from blogs when making important purchasing decisions

Moms are 75% more likely to trust information from businesses in social networking sites compared to other women

When seeking information to help with consumer electronics purchases, 69% of moms overwhelmingly turn to blog reviews and recommendations for advice

Nearly half (48%) of the women in the general online population also turn to blog reviews – sources not considered as important were Social Networks, Mobile Apps and Twitter

A significant 84% of U.S. women online say they rely on blogs versus only 53% who rely on social networks for technology purchases


Info Sources

emarketer

She-Economy

Ms Smith Marketing

StartUp Nation

Clickz

Inc.

Girl Power Marketing

Catalyst

Forbes

MediaPost

Wakefield Research

Babble.com

Blogher.com

MomBloggersClub.com

ABCNews.go.com

MomBlogSociety.com

Scarborough Research

The Social Studies Group

Nielson


Daniel [email protected]

Linkedin.com/in/DanielMcKean

http://www.linkedin.com/in/DanielMcKean

http://www.linkedin.com/in/DanielMcKean

mommy blogger relevance & influence

Social Media