Momsourcing: How To Use Other Parents’ Consumer Decisions
While the look of the average American household is changing, mothers retain their importance to marketers. The nuclear family — meaning parents and kids — used to comprise two-thirds of all households. That’s down to only 20 percent today. People living alone and multi-generational households are becoming more common, according to the Tennessean.
But mothers are more important to marketers than ever. In 70% of families with kids, the mother works outside of the home and is the primary breadwinner in 40 percent of families. Citibank reports that mothers make some 80% of buying decisions in the home. And Babycenter.com reports that 93 percent of moms manage the health of their entire household.
Lucid Marketing, in cooperation with Moms.com, recently released the â€œHow U.S. Moms Share & Spread Health Information 2011 Report,â€ which found that mothers mostly use the internet in these decisions.
This matches with my experience. I’m a big fan of the wisdom of crowds and of letting other people do research for me. Before I bought my daughter her first little toy kitchen, I asked the parents in my neighborhood for advice via our list-serv. This niche research worked for me because they share many of my concerns — I didn’t want some giant plastic behemoth that would barely fit in the doorway of our turn-of-the-century home. I got a few quick recommendations and was able to find the kitchen of my daughter’s dreams that matched with my aesthetic and financial desires.
I’ve used the same community list-serv for everything from restaurant recommendations to vacation opportunities, too. Likewise, I’ve been able to answer neighbor’s requests for information on mattresses, cars, car seats and appliances. I may have also mentioned on these list-servs my experience with the unbelievably awful ADT security firm. I’m happy to help other parents avoid some of the regrettable consumer decisions we made.