Australian mums are a powerful, highly educated, cashed-up and discerning group that are using the power of the internet and social media to make – or break – brands.

Mums don’t just buy a brand because of its price or availability – they use the power of online reviews, their knowledge about brand’s ethical behaviour and whether a product will fit into, and help with, their busy lives.

Australia’s first ever Mums Marketing Conference will reveal the growing power of Aussie mums, with a survey of more than 2,000 mums revealing:

• Mums are the powerhouse of the Australian economy, being in charge of the vast $132 billion household economy and 80 per cent of consumer spending.
• Australian mums are digital savvy, with 85 per cent on Facebook and 12 per cent on Instagram, with the majority using their mobile phones to use social media.
• More mums are now members of online parenting groups (70 per cent), compared to face-to-face parenting groups (50 per cent).
• Mums are not only connected on social media, but they’re using it, a lot – 56 per cent check social media ‘too many times to count’ every day, while 15 per cent check in 10 times daily, 17 per cent check in five to 10 times day, and 11 per cent check in one to five times every day
• Mums are highly aware of brand’s corporate responsibility and whether their ethics are in line with their own. Mums often use their wallets to endorse a brand’s ethical behaviour, and send a message to other brands that they won’t buy their products if they’re not a good corporate citizen.
• Despite the huge growth in celebrity endorsements, good old fashioned ‘pester-power’ still rules supreme.
• How are Australian mums making their spending decisions? Online reviews. Peer-to-peer recommendations are increasingly important to mums, with 90 per cent spreading online reviews and recommendations before making a purchasing decision.