EMarketer Research on Retailer Interaction with Women (Moms) online

How Moms and Retailers Interact Online


Mothers control an estimated 80% of all household spending, and they are increasingly exercising their spending power online. Motherhood changes a woman’s shopping behavior, product needs and purchase criteria. New and experienced moms alike rely heavily on the Internet to learn about the products they need, save on purchases and connect with other moms to exchange opinions about retailers and products.

Moms want to do business with retailers that are respectful and responsive to their needs and concerns. Retailers that understand this meet mothers on social networks and talk honestly with them about a variety of topics, including the safety and health aspects of their products. Some use Twitter to quickly resolve customer problems, and others engage moms and their children through contests and parties.

Since moms are active readers and writers of blogs, a number of retailers have formed relationships with influential bloggers who may act as brand advocates. Retailers also build customer loyalty by improving Website features and services that make shopping more convenient for busy moms.

Full Article Available for Purchase at EMarketer.com

Women Warm Up to Brands on Social Sites

Ads considered less annoying, too

Social networking has become a must for women this year, according to a new edition of the SheSpeaks “Annual Social Media Study.” Social networking profile penetration climbed from 58% of Internet users in 2008 to 86% in 2009.

Asked about brand-related activities on social sites, 80% of female Internet users said they had become a fan of a product or brand on a social network. In addition, 72% had learned about a new product or brand, or joined a group around one. Web users were less likely to participate on Twitter in all the product- and brand-related activities. SheSpeaks chalks this up to women being more active on social networking sites overall than they are on Twitter.

Additional Graphs and Content at EMarketer.com

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