The female trio, social networks and mobile devices is already a consolidated relationship, especially in the case of mothers of the Millennial generation. The survey carried out by Meredith on the Iran Mobile Database relationship between social networks and moms confirms the greater activity on the part of this target audience compared to other generations.
The survey, called “Millenial Moms & Media” indicates that 91% of mothers born between 1977 and 1994 have a mobile device, be it a smartphone or tablet. What has led them to integrate these devices into their daily activity, generalizing their use when communicating, promoting their social relationships and consuming content. 47% of those surveyed admit that the fact of being able to send messages and connect with their friends through social networks has replaced the activity of talking to them. The close relationship with their mobile devices has led this segment of the population to take them to the bedroom. 52% of moms use their tablet in bed to surf the internet.
Some conclusions that reinforce the results of the study published at the end of November by SheKnows , which highlighted mothers with children under 5 years of age as the main protagonists of social networks, with up to twice the possibility of accessing these 2.0 platforms three times daily.
Meredith’s study indicates that 64% of millennial mothers turn to Facebook to share their negative experiences. An activity that decisively influences their peers. 61% of these moms take into account the recommendations that their contacts publish on Facebook.
On the other hand, Pinterest continues to maintain its influence and effectiveness as a source of inspiration and when it comes to encouraging purchases. 67% of the baskets confess that they rely on the grid of the boards when they need ideas on what to buy.
These young mothers also stand out for developing an active search for content; a fact that also positions them above subsequent generations. 65% of millennials read magazines with the help of their smartphone. Maternity publications are the genre most in demand by this target audience (64%). 78% use mobile applications for this activity. In the case of generation X mothers, only 43% consult magazines through their handheld device, while their preference for mobile applications is also lower (68%). The figures indicate that this content positively influences their purchasing decisions, according to 85% of millennials; including the advertising included in them (85%).
Audiovisual content also triumphs among women. Nielsen indicated in April that among those over 18 years of age the demand for audiovisual content had increased by 45%; in the case of content consumption via mobile, there had also been an increase of 7%. Meredith’s data indicates that 83% of millennial mothers visit video portals, and 60% viewed a video in the past week.
This fondness for audiovisual content could be affected by the intrusion of advertising. 36% of women avoid ads that Brother Cell Phone List are found while playing a video on their mobile. 40% avoid these advertising impacts in the case of recorded programs; a percentage that rises up to 50% in the case of real-time programming.
Mobile devices have been the perfect complement that drives women’s predisposition to consume content and stay informed and connected with their environment. A reality that materializes especially in the case of younger mothers, a more than interesting target audience for brands, who must take this behavior into account when developing their marketing strategy.