Marketing to Social Moms: Tablet is Most Important Device We Own
May 10, 2011 § 12 Comments
Women love handbags – they carry the things that help organize our life. But the most important things are what we carry in those bags. Most of the time we are talking about our smartphones, planners, iPods, digital cameras, eReaders and tablets. I ran across two studies this week that have important news for marketers in understanding where and how social women access information now and in the future.
Tablets are becoming first in our purse and our hearts. The first finding is that tablets are replacing lots of other technology in our life because they allow us to carry everything with us – in our purse. And the second finding is that this technology is more than a tool, it has become part of our lifestyle, identifying is and facilitating our lives.
The Tablet is Replacing the Laptop. For many of us who have tablets, we are not surprised, but here are some hard cold facts from Nielsen. We want all our tools combined. That’s the beauty of the tablet (iPad, in my case). It can fit into my purse – and serve as an entertainment device, social media workhorse, news center, magazines and blog reader, email, photo album, music center, game center, recipe book, shopping tool and book reader. And Nielsen notes that the number one reason that tablets are preferred: They are easy to carry and take with you. So they go in the car, to meetings, next to the television remote, on the kitchen counter, by the bedside, on vacation and even to church!
When asked whether they used other connected devices more often or less often since purchasing a tablet, 35 percent of tablet owners who also owned a desktop computer reported using their desktop less often or not at all, while 32 percent of those who also owned laptops, said they used their laptop less often or never since acquiring a tablet.
Twenty-seven percent of those who also own eReaders said they use their eReader less often or not at all – the same percentage as those who also own portable media players. One-in-four tablet owners who own portable games consoles are using those devices less often, if at all, since purchasing a tablet.
Social Moms are a tablet’s or e-readers’ best friend. According to a study by Motista, social media moms identify with tablets and e-readers. They see their tool as a reflection of their lifestyle and believe that the stay closer to loved ones, fit in better with friends and colleagues, and create a better home life. That pretty great information. What we are seeing is that mobile devices are becoming an extension of our personality. And because of that strong bond, social moms are more likely to advocate for their brand. Now that’s something I understand. My iPhone and my iPad are probably the two most important tools I have. Yes, I am an Apple lover. And I am happy to tell the world about it.
- Social media moms are twice as likely to say their eReader brand helps them be closer to loved ones (42 percent vs. 20 percent); fit in with friends and colleagues (47 percent vs. 21 percent) and create a better home life (43 percent vs. 22 percent). Forty-six percent of social media moms also feel they belong with other users of their eReader vs. only 27 percent of non-social media moms.
- Fifty-five percent of moms using social media feel their eReader brand understands their lifestyle vs. 37 percent of moms who don’t use social media.
Not only do social moms feel closer to their brand, but that relationship is advantageous to the brand because social moms are more likely to pay more for the brand, realizing that the brand understands their lifestyle and supports it.
The news here for marketers is that our media gadgets are consolidating and converging. Social moms are mobile moms and they want a do-everything device that fits in our purse!