Moms Is A Subset of Women

On the heels of women's Web preferences in yesterday's Research Brief, Lucid Marketing presents a slice of that total market by exposing Twitter preferences among those who are "hooked on Twitter." 57.9% of moms Twitter from their cell phone, iPhone, Blackberry or smartphone.

According to the study by Lucid and Lisa Finn, not only do the majority of moms use Twitter to find out about new products and keep up with businesses they like, but they're also interested in getting links to news and articles on topics that matter to them.

The most important motivator for moms to follow a business on Twitter is that the business provides useful information in its Twitter feed (68%).

Other important factors are:

  • A desire to find out about the company's products or services (67%)
  • To get good deals (60%).
  • To follow businesses on Twitter because they're already customers. (67%)
  • To follow up on a retweet (41%)
  • Famous person doing the tweeting for a business carries little clout with moms (6%).

Moms' top two reasons for using Twitter, says the report, are networking/meeting new people (77%), and keeping up with news (60%). And, 54% of moms who use Twitter check their feeds 10 or more times daily; only 13% check once a day or less.

Frequency of Moms Checking Twitter (% of Respondents)


% of Respondents

Every waking moment


10 or more times a day


5-9 times a day


2-4 times a day


Once a day


3 or more times a week


1-2 times a week


Once a week


2-3 times a month


Once a month


Source: Lucid Marketing, June 2010

Moms want businesses to tweet with links to articles that interest them, special offers or sales, and downloadable coupons. They're also receptive to tweets that are simply entertaining.

Kevin Burke, President of Lucid Marketing, says "Twitter is often thought of as a broadcast medium for the latest news, but for many people it is a very personal experience... "

The majority of moms like to see humor in businesses' tweets, and in open-ended responses describing what they like about the businesses they follow, moms say they like tweets with personality, and companies that interact with them on Twitter. 

Mom's Preference in Viewing Business Tweets (Multiple Response OK

Viewing Preference

% of Respondents

Links to interesting articles, news


Links to sales or special offer websites


Links to downloadable coupons or discounts


Updates on new products


Funny tweets


Source: Lucid Marketing, June 2010

"Marketers are looking for ways to forge personal, authentic connections with consumers, and I was struck by how much moms appreciate getting a sense that there's a real person behind the company. Not only are they open to companies showing some personality in tweets; they actively want that," said Lisa Finn, coauthor of the report. 

When compared with the results from the authors' previous study of moms on Facebook, moms appear to be more open to a range of interactions with companies on Twitter. Moms on Facebook use it primarily to keep in touch with friends and family, while moms on Twitter use it to network with a wider array of contacts.

  • 53% Tweet to learn about new products
  • 52% Tweet to keep up with their professional contacts

While moms are receptive to marketing on both sites, they're a bit more protective of their personal space on Facebook, and a bit more focused on getting coupons and special offers there. On Twitter they're looking for good deals, too, but they also want to be kept informed about news and articles that are relevant to their lives. 

For more information or to purchase the report, please visit here.

4 comments about "Moms Is A Subset of Women".
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  1. Sandy Barris from Business Marketing Services, July 6, 2010 at 8:52 a.m.

    Wow, a lot of valuable info to marketing to moms.
    Thanks a million for sharing this data.
    Seems Twitter is winning over the Mom's of the world.
    Maybe we should start adding twitter to mom's in our marketing plans.
    Not surprising, women are very intuitive and know a good thing when the see it.

    Great Work
    Sandy Barris

  2. Bill West from Comcast Spotlight, July 6, 2010 at 9:18 a.m.

    What the article doesn't mention is "of total moms in US, what % actually Twitter at all." No question that many that Twitter do it extensively, but of all moms, is Twitter even a daily factor for 1 in 5?

  3. Paula Lynn from Who Else Unlimited, July 6, 2010 at 10:01 a.m.

    They also need some kind of mental smack upside their head when they need to pay attention to their kids and what they are doing - like driving or flapping their yaps in the middle of a super market aisle - and get that phone out of their and everyone else's activities.

  4. Shelly Kramer from V3 Integrated Marketing, July 6, 2010 at 5:49 p.m.

    Paula, are moms the only people who occasionally don't pay attention when driving or who flap their yaps in the middle of supermarket aisles because they can't seem to separate themselves from their mobile devices? Seriously.

    I normally refrain from commenting on inane blog comments but that one took the cake.

    This is a fantastic post, Jack, and something for brands to pay attention to. Since women - and that includes those yap flapping moms - make the majority of purchasing decisions, knowing where to engage them, and knowing how to engage them are critical when it comes to most effective use of marketing dollars. Thanks for the stats. And Paula, thanks for the laugh.

    Shelly Kramer

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