Mobile the primary device mums use to research brands
Mothers will turn to their mobile phones before tablets, laptops or desktop computers to research brands and products according to research from FanFinders.
Less than one per cent would use a smart TV, only two per cent would turn to a desptop PC followed by a laptop (10 per cent) and tablet. A resounding 68 per cent would reach for their mobile phone.
The survey of over 11,500 mums in the UK found that email was the preferred channel for brand communications (67 per cent), followed by TV (16 per cent) and social media (12 per cent).
However, nearly two-thirds of those surveyed said they do engage with adverts on social.
This led to 61 per cent of mums stating online was where they were affected most by advertising versus only 39 per cent who cited TV.
“Today’s mum is still the biggest decision maker in UK households but she wants to engage with brands on social media and receive emails to her smart phone. Today’s mum wants up to the minute information, which she can digest at her leisure – not in the ad break during Coronation Street,” said Nick Hadfield, director, FanFinders.
“There has been a lot of suggestion this year that marketers need to reach mums on an emotional level, and not portrait motherly jobs as ‘chores’ and although we would agree with this generally, there has been too much emphasis on messaging and not nearly enough on the appropriate channels.
“Today’s mum is busier than ever and although she would appreciate brands relating to her on a personal level, we know she wants discounts and information emailed to her to rather than a television advert capturing the ‘essence’ of her motherhood in 25 seconds.”