Marketing to Moms: One in Three Bloggers Are Moms!
August 20, 2012 § 1 Comment
Nielsen continues to report the activity of Moms online with a startling fact – one in three bloggers is a Mom. In fact, Blogger, WordPress and Tumblr are three of the top five social networks and blogs for Moms. Moms are 27% more likely to visit Blogger and 26 percent more likely to visit WordPress.com than the general online population. And all these female bloggers are influencing female purchases.
Blogger is the largest of these sites with more than 46 million unique U.S. visitors during October 2011, making it second only to Facebook in the social networking category, and Tumblr was the fastest-growing social networking or blog site on the top 10, more than doubling its audience since last year to 14 million unique visitors. I use WordPress as my blog content management platform. Overall, these three blogging websites combined for 80 million unique visitors, reaching more than 1 in 4 active online users in the U.S. during October 2011.
Bloggers are a special lot! A majority of my fellow bloggers are college graduates and are really active online. We are twice as likely to post/comment on sites like YouTube, and nearly three times more likely to post in Message Boards/Forums.
All of this conversation online is pretty important for marketing to moms. Not only is this a large group of influential people but recent BlogHer research shows that 61% of active blog users say they have made a purchase based on a recommendation from a blog. Among those in the BlogHer network, that purchase activity rises to 87%. One of the leading indicators of purchase intent is trust. And 81% of women trust the information and advice they receive from blogs. Blogs seem to be more about recommendations than community. Bloggers are somewhat considered trusted experts in their area.
As we have talked about before, 35% of blog readers turn to online social media first when they decide to make a purchase; 42% turn to blogs when they have narrowed their decision to a couple of choices; and 9% turn to social sites when they are in the store shopping.
NM Incite tracked 181 million blogs worldwide at the end of 2011, compared to 36 million in October 2006. Overall, 6.7 million people publish blogs on blogging websites, and another 12 million write blogs using their social networks.