News
2009-11-25
Euro RSCG study shows Canadian moms connecting online
Canadian moms are moving online for advice, friendship and support, according to a new study conducted by Mom Central Canada in collaboration with Sharpe Blackmore Euro RSCG.
The survey, entitled “Digital Moms,” found that mothers on average spend three hours a day online, where they have more selection about what to watch and read than with traditional mediums like TV, radio and newspapers.
Moms are most engaged with social networking sites.
Of the 78% that use the sites, 88% do so to stay in touch with friends and family, while 73% log on to reconnect with old friends.
“As natural conversationalists and connectors, moms are using these social media sites to stay connected to each other and their family and friends,” said Kathryn Easter, managing director, Mom Central Canada, a website and consulting service based in Toronto.
Moms participate in several different online activities:
• 72% of online moms participate in online discussions and review products,
• 72% participate in activities that involve actively connecting with others online,
• 50% are “creators,” participating in activities that involve the creation of online content (photos, blogs, etc).
Nine out of 10 Canadian moms use the Internet to research products and services, and 38% have offered advice about products through forums, blogs or websites.
“We are seeing that the majority of mom consumers have transformed themselves into ‘social researchers’ and seek out online reviews and peer recommendations even when making the smallest purchasing decision,” said Jeff Plowman, vice-president client service, Sharpe Blackmore Euro RSCG, in a release.
Moms are also spending money online. Of those surveyed 77% have made an online purchase in the last year, compared to 32% of Canadians.
Online purchases are most common among younger moms (79%) and moms with children under a year (83%).
Source: Marketing