Millennial Moms wield more buying power than any other generation and rely heavily on social media and a mix of digital devices to gather information on purchase decisions, says a new survey by the Meredith Parents Network. These moms are “chief family officers” who make most household family purchase decisions, says the study, and their buying power is estimated to be $170 billion a year.
Millennial moms are the “ultimate media mix modelers” who are connected across multiple digital devices and sources, says the study. This Adweek infographic based on the survey shows how much more connected Millennial Moms are than their Gen X counterparts (ages 37-47). Marketers can use these insights to engage more effectively with this highly connected and influential audience.
Some key stats from the Millennial Moms survey:
- 47% say text and social media have replaced talking to friends
- 52% bring their tablets to bed to read or search the Web
- 60% watch online videos at least once a week (vs 44% of Gen X moms)
- 86% say ads in parenting magazines and websites influence their product purchases
For more details, see the full infographic. For more information on the habits of today’s connected moms, see “Millennial Moms are Connected, Influential, and Misjudged” and our global study titled "Brave New Moms: Navigating Technology's Impact on Family Time."Read More »from Millennial Moms are Mega-Consumers and More Connected than Ever