Moms. They control such a depth and breadth of spending that they remain an ever critical target for virtually all brands. But, they’re pulled in so many directions they can be extraordinarily difficult to reach and way too distracted when you do. The internet can help, but only if you appreciate both their mindset and behaviors.

That is one of the many things Trone attempted to accomplish through a study of online activity conducted among 2,656 consumers.
The study identified six basic segments of information technology users. Somewhat surprisingly, moms mirrored the general population along the primary criteria used to define the segments and fell into those segments proportionately. Fortunately, however, they displayed some unique attributes that provide marketers valuable direction in their pursuit.

The internet is the information highway, but moms are after a different type of information than other groups. The information they seek is about people-it is all about staying connected. Moms are 21% more likely than the rest of the adult population to be a member of an online social network. And, they use it. Of the 54% of moms that are in one or more social networks, 7% are on Facebook five or more times per day.

Their social network participation runs the gamut of available activities. Moms reported they “always” or “very frequently” did the following significantly more often than others.

• Connect with family: 34%
• Meet new people: 33%
• Update their profile: 30%
• Upload pictures: 35%
• Use entertainment applications: 40%

With no more, or even less, time available to be online what do moms sacrifice to make time for this connectivity? Primarily, it is research. Moms reported they “never” use the internet for the following types of research significantly more frequently than the rest of the population.

• Current events: 25%
• Historical events: 14%
• Health/fitness-related topics: 20%
• Products/services: 22%

The good news for marketers is that moms are more appreciative of the internet than others and more trusting of the content they find there. They were 19% more likely to agree or strongly agree that the information on company websites is very reliable and 62% more likely to trust the information they see in blogs.

Clearly, connecting a brand to moms is a difficult but critical task. Not only do their opinions impact their relationships with brands but, with all the contact they maintain, how are they shaping the attitudes and behaviors of others? What type of relationship does your brand have with moms? What are they saying about your brand and to whom?