Knowing your target audience is a part of your campaign success, females are an important target audience, marketing to mothers is challenging because they represent a very diverse and large group, which means the approach of ” a one size fits all” won’t help.
In light of that, this report sheds the light on mothers, the female internet users who are 16 to 64 with one or more children between the ages of 0-16.
Let’s take a deeper look at what the report focuses on, such as:
Without further ado, let’s get started.
Females are a necessary and important part of every campaign. In light of that, mothers make up 19% of the overall internet population, even though this might represent a small percentage of internet users, they make many and most of the household purchase decisions.
It is reported that globally, 77 of this group are responsible for food shopping. Moreover, recent research suggests that mothers in the U.S. are responsible for as much as 85% of the overall household expenditure.
The following chart shows the percentage of mothers – internet users- around the world.
In addition, there are eight in ten mothers are married, along with 81% live with their partner, 80% fall within the ages of 25 to 44. Mothers are defined by qualities like their age, the number, and the age of their child, as well as the region in which they live.
The following charts show the age of mothers and their income.
Marketing to mothers has always been challenging. It has been reported that 57% of mothers are brand conscious, which is compared to 48% of all women. The following chart shows the brand-related attitudes according to women.
Online mothers are very careful when it comes to their money, they are aware of how much money they have in the band and also they are more willing to pay for quality. Despite their inclination to go for high-quality items, around 8 in 10 mothers seek out the best deals for the products they are looking to buy.
As proven, mothers are 20% more likely than average to visit group-buying or deal sites. The chart below shows mothers’ attitudes toward price and quality.
Marketers should bear in mind all of the report insights when it comes to marketing to mothers.
All figures in this report are drawn from GlobalWebIndex’s online research among internet users aged 16-64. We only interview respondents aged 16-64 and our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent, and educated than the total population.