Should you be talking to the Data Darling?

In the latest Trone(R) panel survey, fielded October 2009, six distinct mom segments emerged. As marketers develop communications, it is critical to recognize the differences in the groups and how they use and value brand information.

First of all, there are many universal truths about moms. They are moms and just as one would expect they put their children first. Moms see themselves first and foremost as protectors (85%) and providers (80%) with teacher as the next highest (75%). When it comes to safety, moms are skeptical. For example, only 15% feel that products are safe and that the government does a good job at monitoring the safety of products. Most all moms love natural products, but the added expense is a hindrance.

With that being said, the differences in Moms are just as interesting as their similarities and skepticisms.

Fashionistas

They are twice as likely as their counterparts to be influenced by brand name when it comes to children’s purchases. Not surprisingly, they are less focused on product durability, especially in clothing. But they are a loyal group, displaying a brand loyalty 30–40% higher across all categories than their counterparts. They are by far the most “me-centric,” admitting to spending too much money on themselves.

Intellectuals

The distinguishing characteristic of this group is their self-description. They are notably more likely to describe themselves as outgoing, aggressive, creative and smart. They do share some attributes with Fashionistas like valuing brand names, but they find their product decision more important. They use the presence of children in the home to buy more or bigger things: homes, cars, cameras, etc.

Affectionates

Maybe the most traditional of all the moms, they do distinguish themselves in many ways by what they are not. They are not brand or retail loyal. They are not trusting of nearly all sources of information on raising children, especially published information in blogs or magazines. She is also the least likely to see herself as her child’s best friend. But she is the most likely to see herself as friendly and approachable (Affectionates 93% v. total sample 74%) and kind and sincere (100% v. 79%).

Relationship mom

The name says it all. This mom scored the highest on every descriptor of their relationship from provider 99% to best friend 51%. They put tremendous stock in family opinions on raising their children. They display the highest retail loyalty of any group but put the least stock in brands. However, they are no more likely than the others to have switched brands as a result of the economy, but they are more than 30% more likely to stick with their new brand relationship.

Worriers

Scoring lowest on all aspects of relationship with their children (49% v. 65%), this group was much more worried about their children than any other segment. From their children’s behavior, academics to future decision making they are doubly concerned than the average of all other groups. Not only are they worried about their children, their anxiety crosses over to their relationship with their spouses and long-term finances.

Data Darlings

She loves information and is appreciative of all resources, especially on the subject of raising children. She is a marketer’s dream in that she values company websites (49% v. 29%) as well as articles so much more than other groups. Not surprisingly, they give advertisers more credit for understanding their needs. They share the propensity with the Affectionate mom to be less brand and retail loyal. Along with the Fashionista, the Data Darling is the most engaged with the internet, participating in social networks and blogs.

The survey revealed that a fifth of all moms are Data Darlings and are viewed by peers as a key source for brand information. Her value to marketers is invaluable.

Trone has found low bounce rates to be one way to evaluate the Data Darlings’ appreciation of meaningful online information. This fall, Trone designed and developed a website for Healthtex children’s clothing. The brand was virtually unknown to today’s mothers. The site was designed to educate this missing generation of young mothers on the attributes of a brand their mothers knew and loved. A link to Walmart allowed moms to purchase the clothing. The results were astounding. Moms stayed and absorbed information with an unheard-of 2.9% bounce rate from the site (The average for a product site is 13–15%). Visit the site for yourself.

Find out more about how we talk to mom»