mom's the word

Social Media Moms Wield Rising Clout

Posted by Sheila Shayon on May 12, 2011 01:00 PM

In a funny twist of virtual fate, turns out that social media-savvy moms wield substantial clout when it comes to recommending, among other things, eReaders and banking services to family and friends.

As competition in both markets escalate, it’s women with one or more children under 18 living at home, who regularly engage in social media, that are influencing brand choices. 

Motista's recent survey on eReaders asked consumers about brands including Amazon's Kindle, Barnes & Noble's Nook, Sony's eReader and Apple's iPad.

“Social media moms definitely feel a deeper connection to their eReaders that their non-social media counterparts don’t,” said Alan Zorfas, chief product and marketing officer at Motista, in a press release.

“With a statistical dead tie on satisfaction scores, clearly it’s 'connection' that turns these customers into brand advocates. eReaders are not just functional products for social media moms—the connections these women have to their eReader brands have a strong correlation to them being more valuable customers. That’s incredibly powerful.” 

Highlights include:

• “Social media moms are twice as likely to say their eReader brand helps them be closer to loved ones (42% vs. 20%); fit in with friends and colleagues (47% vs. 21%) and create a better home life (43% vs. 22%). 

• 55% of moms surveyed who are active on social media feel their eReader brand understands their lifestyle vs. 37% of moms who don’t use social media. 

• Twice as many social media moms are willing to pay a higher price for their eReader brand (37% vs. 18%) and almost six times more (38% vs. 7%) have responded to a direct marketing promotion from the brand. 

• Social media moms are twice as likely to have forwarded information about their eReader to a friend (68% vs. 33%). 

A second study by Motista on US Retail Banks found those same social media moms more likely to try new products or services from their banks, and nearly eight times more likely to try mobile banking services than their non-social counterparts. 

This study included consumers who use Bank of America, J.P. Morgan Chase, Citigroup, Wells Fargo & Co. and U.S. Bancorp and several superregionals.

While overall satisfaction with a bank brand found social media moms and non-social media moms nearly even (54% vs. 53%), social moms took their connection one step further to brand advocacy.

Social media moms are:

Twice as likely as non-social media moms to feel they belong with other customers of their bank (37% vs. 16%). 

Twice as likely to feel their bank gives them a sense of accomplishment (41% vs. 21%) and helps them achieve personal goals (46% vs. 26%). 

More than twice as likely to say their bank helps them express who they are (35% vs. 14%) and improves family life (40% vs. 21%). 

Three times more likely to say their bank helps them be a better parent (32% vs. 11%).

Five times more likely to forward information about their bank to a friend (53 percent vs. 10 percent).  

Almost eight times more likely to try mobile banking (38% vs. 4%). 

“Social media moms are not only better customers, they are more likely to advocate for their bank and more willing to try new products—ultimately what every brand strives for. As financial institutions are upgrading their online and mobile presences, banks need to realize that social media moms are a key segment that they should target,” says Zorfas.

So, it’s a fact now that social media moms are the stickiest when it comes to brand loyalty and advocacy regarding eReader’s and banking, making one wonder, what verticals their considerable clout will influence next.

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