Marketing to Mom: Digital Families Are the Norm

March 17, 2012 § Leave a comment

Am I getting a new iPad?  Of course, I am, as soon as the crowds die down.  Technology is all around us and in our purse.  In 2009, only 22% of Moms had a smartphone.  Well, today, two-thirds of moms have a smartphone and it is an appendage to our bodies.  Some 40% of tablet users are women, and their kids.  You see, over half of all tablet purchases are made by households with children under 18, according to Forrester Research.  And that does not include e-readers like Kindles, where women dominate, 63% women versus 37% of men owning them.  Some 80% of tablet users have made a purchase on their tablet, and its not all apps, books and music.  Seven in ten children under 12 in tablet households use them regularly.

How is this ubiquitous technology changing things for families?

•We can keep up with our children, both small and grown, anywhere in the world or down the block.

•Information is accessible to us 24/7, so students and adults don’t have to memorize as many things. Even encyclopedias are all online.  No more end tables or bookshelves made out of Encyclopedia Brittannicas.

•Backpacks can shrink and purses enlarge, because textbooks are accessible on tablets, improving the posture of adolescents.  Our children carry a library around in their backpack, thanks to online resources.

•Education online is becoming the norm, fueled by apps.

•Shopping is online, offline and peer recommended. And “never pay retail” is the mantra of moms.

•The tablet is becoming the “fourth screen”, following the television, computer, and smartphone.

•Our visual vocabulary is growing because of new sites like Pinterest and Instagram.  And everything we do can be captured by digital cameras.

•Power up is not a sport drink; its the lifeline to all of our gadgets, requiring our cars, our offices, our homes, our airports, our coffee shops to offer charging stations, wifi and our beverage of choice.

•Television may not longer be a stationary or lonely activity – with programming mobile and social.

•And even are Bible studies are richer, because our churches are studded with iPad users who look up scriptures in various different translations from just one device.

My Mom never owned a computer or a cell phone.   My daughter has never known a time without a computer or a cellphone.  And kids today will never know a time without wifi, tablets and interactive media.  Heck, coffee tables may go away too.  Who needs them to hold up magazines anymore?







The Top “11” Lipstick Economy Posts on Marketing to Women

January 11, 2012 § 4 Comments

Bloggers love them.  Readers love them.  The Top Ten list.  We have even written about the allure of the Top Ten.  But 2011 was such an incredible year, it deserves a bonus – a Top Eleven list of topics that  you incredibly intelligent – and sophisticated – Lipstick Economy readers deemed important.  Technology and how we use that technology were the headlines of the year.

11.  Ten Things You Need to Know about E-books.  One of the best books I read in 2011 was Cleopatra by Stacy Schiff.  I downloaded it on my iPad and got to thinking about some of the incredible shifting world of book consumption.  So here’s an update.  Half of all tablet purchases have been made by households with children under 18, according to Forrester Research. And that doesn’t include e-readers, where women already dominate – 63% versus 37% of men own e-readers.

10.  12 Outrageous Facts I Learned at M2Moms.  I am still reeling from some of the great info at M2Moms.  Probably the most dramatic is the number of births of children occurring outside of marriage.  Forty-one percent of births are to unwed Moms, and when you look at just millennial moms, the percentage rises to 50%.  I think this trend has unbelievable impact on society and how were define families.

9.  Moms Won’t Deprive Family of Vacation This Year.  This 2010 poll looked at Moms attitudes towards the family vacation.  Travel began to rebound in 2010 but American workers are still somewhat reluctant to take too much vacation.  Only 57% of U.S. workers use up all of the days they’re entitled to, compared with 89% of workers in France, a recent Reuters/Ipsos poll found,  according to  Some 64% of employed Moms were optimistic about actually taking all their paid vacation in 2011.

8.  Tablet is Most Important Device We Own.  Women are beginning to use tablets for shopping in a major way. Sixty percent of users shopped for the holidays with their smartphone or tablet.  Mobile shoppers consider it a type of “mobile mall”, purchasing products and comparing prices.  Home usage of tablets is now greater than out-of-home usage.

7.  The Mother and Daughter Shopping Experience.  This is a really interesting subject.  Moms and daughters may call it retail therapy, but it’s actually an important bonding and socialization activity.  One particular group who share shopping preferences are Baby Boomer Moms and Millennial Daughters who spend time together and value their relationship.

6.  51%.  Just a number?   Professional and entrepreneurial women are 51% of the workforce and 51% of small business owners.  Women are not just consumers; we are business leaders and we are heads of households.  Unfortunately, we are not represented in the same way in America’s boardrooms.

5.  Only One in Five Groupon Users Return.    This has been a rocky year for Groupon.  With the proliferation of group buying deals, both retailers and buyers are trying to find the best way to use Groupons.

4.  iPhone Moms:  A Growing Target Audience.  Can we say obsession?  That’s the relationship that iPhone Moms have with their phone.  See our Lipstick Economy and Social Moms study showing Social Moms prefer sleep and their smartphone over sex.

3.  Marketing to Women:  How Many Use QR Codes?  Fad or fantastic?  They are part of our shopping experience.  57% of consumers who have scanned a QR code say they did nothing with the information, compared to 21% who shared the information with someone and 18% who made a purchase, according to  a survey released in January 2012 by Chadwick Martin Bailey.  Top reason for scanning a QR code?  Curiosity.

2.  The Demographics of Groupon and Living Social.  There are definitely differences in the two users.  So what is the demographic for Deal Chicken?  Now that there are hundreds of daily deal sites, will 50% become the standard for discounts?

1.  Groupon or Groupoff?  10 Facts You Need to Know.  Drumroll please.  The Year of  Groupon. But will daily deals continue to hold the fascination of marketers?   Yes, they raised $700 million in a limited IPO.  But the value of the company is half of what it was just a few months before.  There may be 600 competitors, but no one knows exactly because some 25% of them have already bit the dust.  Are we suffering Groupon Fatigue? What do you think the marketing story of the year for 2012 will be?

Happy Reading, you amazing group of Lipstick Economists!

Marketing to Moms: Amazon Understands What Moms Want

December 7, 2009 § 2 Comments

Ever suffer from “wrap rage”?  You know, you get the item you ordered online and it takes a toolbox and Herculean effort to open the clamshell package.  The wire ties stab your fingers and the thousands of yards of tape could have held the space shuttle together.

Well, Amazon has solved the problem for Moms.  They introduced Frustration-Free Packaging for this holiday season.  And have won a place in Mom’s hearts by focusing on the things that are important to us.

Marketers that pay attention to detail are always important to Moms.  We care about reusable bags, limited packaging, environmentally safe products, kid-safe products and social responsibility.  And marketers are rewarded for their efforts by Mom loyalty.

For the 2009 holiday season, Amazon is likely to benefit from positive online shopping trends. Forrester Research estimates that online retail sales during the holiday shopping season in the U.S. will reach $45 billion, up 8 percent from a year ago. During the 2008 season, online retail sales grew 5 percent, despite the recession. The National Retail Federation is forecasting a 1 percent decline in overall holiday sales.

While online sales are still less than 5 percent of overall retail sales, online is growing fast.  And much of the growth can be attributed to improvements in the online shopping experience.

And here is where Amazon shines.  The customer experience is so superior to other retailers.  The things that Moms appreciate include:

  • Easy check out with one-click shopping
  • Recommendations
  • Previews of books and music
  • Same Day Shipping in some cities
  • Competitive pricing
  • Wish Lists (my daughter’s personal favorite)
  • And now Frustration-Free Packaging!

Oh, by the way, Amazon is America’s largest online retailer.  Fifty-one percent of all Amazon customers are female and 37 percent of customers have children under age 18 in the home.


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