Twitter Canada contends social media is the most critical channel for reaching both new and older moms, with so-called “Twitter Moms” among the platform’s most engaged users.
The data comes from a new study called Twitter Moms Know Best, one of the social media giant’s first major research projects on the key consumer subset. The findings are based on surveys of 7,000 women in Canada and the U.S., as well as more than 30 focus group interviews in three cities.
The research found moms are 17% more likely than non-moms to have a full-time job, twice as likely to have a household income of more than $100,000, and 40% more likely to spend $1,000 a month or more on consumer packaged goods.
As a group, moms are highly engaged and active online users – 57% more likely than non-moms to follow blogs, 33% more likely to follow social media, and 27% more likely to consult ecommerce reviews.
“Moms are very active in social media regardless of the platform, [but] on Twitter we find they’re more engaged than other audiences,” said Twitter Canada’s head of marketing Michelle Slater. “They like to consult with one another, find out information from their peers, and connect with other people who are having the same experiences they are.”
Moms are also two times as likely to research a product or service on Twitter, and twice as likely to purchase something they saw on the platform.
The research found leading online destinations such as Twitter, Google, Facebook, Instagram and Pinterest address different needs for moms. Facebook is socially focused, for example, emphasizing emotional connections through shared pictures of a baby’s first steps or new outfit, etc.
Other online destinations such as Google, on the other hand, are very much intent-driven and focused on specific individual information, such as what diapers to buy or how to make baby food.
Slater said Twitter occupied a “unique spot” that addressed users’ need for information via specific searches, or helps them connect with like-minded people – but typically with a more unemotional approach than Facebook. “You see less moms posting baby pictures and more seeking of information,” said Slater.
She said because moms were time-pressed, they wanted information that is easily discoverable and understandable, an area in which Twitter excels. “It’s a very succinct way to consume content, and you can click through your newsfeed really quickly to get information that’s meaningful.”
Slater said Twitter’s emphasis on easily digestible information lends itself to moms’ busy lifestyle, enabling them to quickly catch-up when they have some downtime at work or are waiting for a doctor’s appointment, etc.
The research also found Twitter reached moms at all stages of the purchase funnel, from information seeking to post-purchase customer service.
“If you’re a brand trying to figure out how to reach this valuable audience that controls such a significant amount of household spending, you want to make sure you’re there for every single element,” said Slater.
Twitter claims that between 10-12 million Canadians use the platform on a monthly basis.
