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
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]