B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Study: Aussie Mums Revealed As Digital Savvy, Social Media Addicts
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Study: Aussie Mums Revealed As Digital Savvy, Social Media Addicts
Marketing

Study: Aussie Mums Revealed As Digital Savvy, Social Media Addicts

Staff Writers
Published on: 12th October 2017 at 11:46 AM
Staff Writers
Share
2 Min Read
SHARE

A new study into Australian mums have found them to be 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 2000 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 mum’s 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. Some 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
  • Mum’s are highly aware of brand’s corporate responsibility and whether their ethics are in line with their own. Mum’s 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 ol’ fashioned ‘pester-power’ still rules supreme
  • How are Australian mum’s making their spending decisions? Online reviews. Peer-to-peer recommendations are increasingly important to mum’s, with 90 per cent of mum’s spreading online reviews and recommendations before making a purchasing decision
Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Facebook, Instagram, Mums Marketing Conference
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?