WebProNews

Retailers trying to influence moms should pay attention to social media, according to a new Retail Advertising and Marketing Association survey conducted by BIGresearch.

Women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15%, respectively), according to the survey. Additionally, 15.3 percent maintain their own blog.

Mike Gatti, NRF

"Retailers who aren't engaging customers through social media could be missing the boat," said Mike Gatti, Executive Director for RAMA.

"Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones." 

On a scale of one to five, when asked what types of promotions most influence their purchase, product samples in the store (3.8), product samples delivered to home (3.6), loyalty cards (3.5), and special displays (3.4) rank as their favorites.

The majority (93.6%) of mothers regularly or occasionally seek the advice of others before buying a service or a product, while 97.2 percent said they offer advice to others about products or services they purchased.

"Quite frankly, moms like to talk," said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch.

"Whether they're having coffee with a friend or updating their Facebook status, these women are eager and willing to share shopping experiences, both good and bad."