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Mom Purchasing Power

Posted on 6.17.2006

According to a recent eMarketer report, 2005 saw 32.2 million U.S. Moms online.  Defined as female internet users with children under 18 years of age in the household, that figure is good for 18.4% of the total Internet population.  These Moms are a big piece of the pie and they have big purchasing power.

Media agency MediaEDGE published a report "2005 Digital Moms" which stated, "Technology is at its most valuable when it helps [Mom]  make the most of her time, not merely save time."

So how should marketers approach this growing consumer base?  John Thomson, Senior Vice President and General Manager of Best Buy, recently spoke at an Internet conference and shared these three Mom-marketing tips:

1.  The purchasing experience should emphasize practicality over the "wow" factor.  Moms are more interested in a smooth shopping experience that a site loaded with bells and whistles.

2.  De-mystify the technology to understand the benefits.  Technical terms and over-complicated jargon are not effective.  Stick with highlighting the benefits of the product or service in a practical manner.

3.  Respect Mom's role in the purchasing decision, don't patronize.  We all know that our Mom's are the smartest people alive.  Make sure your site shows respect, without going overboard.


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