Moms
Is A Subset of Women
On the heels of
women's Web preferences in yesterday's Research Brief, Lucid Marketing presents
a slice of that total market by exposing Twitter preferences among those who
are "hooked on Twitter." 57.9% of moms Twitter from their cell phone,
iPhone, Blackberry or smartphone.
According to the
study by Lucid and
The most important
motivator for moms to follow a business on Twitter is that the business
provides useful information in its Twitter feed (68%).
Other important
factors are:
- A desire to find out about the company's
products or services (67%)
- To get good deals (60%).
- To follow businesses on Twitter because they're
already customers. (67%)
- To follow up on a retweet (41%)
- Famous person doing the tweeting for a
business carries little clout with moms (6%).
Moms' top two
reasons for using Twitter, says the report, are networking/meeting new
people (77%), and keeping up with news (60%). And, 54% of moms who use
Twitter check their feeds 10 or more times daily; only 13% check once a
day or less.
|
Frequency
of Moms Checking Twitter (% of Respondents) |
|
|
Frequency |
% of
Respondents |
|
Every waking
moment |
15% |
|
10 or more times
a day |
38.9 |
|
5-9 times a day |
16.0 |
|
2-4 times a day |
16.7 |
|
Once a day |
5.1 |
|
3 or more times
a week |
3.6 |
|
1-2 times a week |
1.9 |
|
Once a week |
0.9 |
|
2-3 times a
month |
0.8 |
|
Once a month |
0.6 |
|
Source:
Lucid Marketing, June 2010 |
|
Moms want
businesses to tweet with links to articles that interest them, special offers
or sales, and downloadable coupons. They're also receptive to tweets that
are simply entertaining.
Kevin Burke,
President of Lucid Marketing, says "Twitter is often thought of as a
broadcast medium for the latest news, but for many people it is a very
personal experience... "
The majority of
moms like to see humor in businesses' tweets, and in open-ended responses
describing what they like about the businesses they follow, moms say they
like tweets with personality, and companies that interact with them on
Twitter.
|
Mom's
Preference in Viewing Business Tweets (Multiple Response OK |
|
|
Viewing
Preference |
% of
Respondents |
|
Links to
interesting articles, news |
71.3% |
|
Links to sales
or special offer websites |
67.1 |
|
Links to
downloadable coupons or discounts |
62.6 |
|
Updates on new
products |
55.2 |
|
Funny tweets |
52.2 |
|
Source:
Lucid Marketing, June 2010 |
|
"Marketers
are looking for ways to forge personal, authentic connections with consumers,
and I was struck by how much moms appreciate getting a sense that there's
a real person behind the company. Not only are they open to companies
showing some personality in tweets; they actively want that," said
When compared with
the results from the authors' previous study of moms on Facebook, moms appear
to be more open to a range of interactions with companies on Twitter. Moms
on Facebook use it primarily to keep in touch with friends and family,
while moms on Twitter use it to network with a wider array of contacts.
- 53% Tweet to learn about new products
- 52% Tweet to keep up with their professional
contacts
While moms are
receptive to marketing on both sites, they're a bit more protective of
their personal space on Facebook, and a bit more focused on getting
coupons and special offers there. On Twitter they're looking for good
deals, too, but they also want to be kept informed about news and
articles that are relevant to their lives.
For more information or to purchase the
report, please visit here.
