What Mothers Want: How To Tap Into The Motherhood Market

What Mothers Want: How To Tap Into The Motherhood Market
SHARE
THIS



A new study has delved into the world of motherhood to find out what goes on inside the brains of this prominent, high-spending market, in particular, the millennials.

At a recent breakfast briefing, Aussie parenting website Babyology unveiled what their latest survey of 3000 mums showed about what these women want.

More than 60 per cent of millennial mums said they rely on social media to know what’s going on in the world, with Facebook, YouTube, and Instagram the biggest sources of news and information. Most use social media, especially Facebook, multiple times a day, making it a hotspot for product marketing.

Tiina Raikko of Fuel Consulting presented the research, saying “Facebook is the go to site for just about everything.

“It’s the platform with the greatest reach, and allows for connections and relationships, inspiration, and keeping up with current affairs.”

Overall, however, Raikko explained the survey results showed that their kids weren’t as high on the concerns list as you might think.

The top five concerns mothers have are household finances, housework, time for themselves, exercise and fitness, and lack of sleep.

“These concerns come ahead of their concerns about children,” she said.

“That’s not to say they don’t care about their children, but it’s really all about money, time, me and my relationship.

“But as marketers, how do we tap into what women themselves want?”

Well for starters, 75 per cent of mothers agree that they don’t put their own interests on hold because of kids, so we can stop thinking that all mums care about are nappies and strollers.

“Outside of social media we asked women what they look at more generally online, and the focus is shopping,” Raikko said. “Shopping is the big one – we like to browse, we like to look at online stores.

“If we put our marketing hats on, it’s very exciting to see that shopping comes in so high.”

Five in 10 mothers say they are more online than in actual shops, while nine in 10 say they start with the web before doing anything else. Another seven in 10 say they like to research before they buy, and 40 per cent even said they would be happy to buy everything online if they could.

In the last month, the mothers surveyed had looked at new cars, property, insurance, travel and telco providers, which Raikko said is clearly “a lot of time spent online that’s far away from baby products”.

Property, insurance and holidays or travel came in as most searched for online (80 per cent), followed by cars (70 per cent) and mobile phone providers (70 per cent).

 

Please login with linkedin to comment

Advertising Standards Bureau babyology Eardrum Australia Instagram mothers

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]