To prepare for the Back to School season, marketers need to find out how to connect with kids, and more importantly, their mothers. The moms of school-aged children (ages 6-17) are busier than ever, and want marketers to meet them where they are—online and on the go. Experian Marketing Services surveyed moms from across the country and found that 64.8% of these moms are social media users, 64% of whom log on at least once a day. And these moms are not only wired in—they are also 12% more likely to discuss things they see on social media in face to face conversations. Bringing online content to real word-of-mouth: it’s a marketer’s dream.
Not only are moms highly active on social networking sites, they are accessing email and making purchases on many different devices. Between 40 and 50% of moms have purchased apparel, books, and electronics from a tablet. Even mobile phones are growing in popularity. Though only 26% of moms admitted to buying apparel from a smart phone, over 30% said they intend to do so in the future. Optimizing campaigns for different devices is necessary for marketers to reach these moms wherever life takes them-including the office, the grocery store and soccer practice.
To find more insights into the Back to School market, download Experian’s recent back-to-school marketing webinar.