Audience Profiles

They’re online, engaged, and focused consumers who are eager to get the skinny on a product before purchasing it.

They’re Moms. And they make up a powerful, well-connected network, thanks to social media.

In fact, after becoming Moms, women increase their Mom-centric social media by 68% and their mainstream social media by 33%.¹ It’s not such a surprise when you consider that these social networks are where Moms get answers to unexpected questions, share stories, and discover products.

In addition to seeking out more contacts, new Moms also adopt a new set of purchasing patterns. After becoming moms, 73% of women change how they purchase products, and 62% change what brands they purchase.²

For marketers, it’s important to understand that with all their new buying habits and new connections, Moms can be a powerful source of word-of-mouth marketing. So it’s a benefit to look at these women as potential marketing partners rather than as target consumers.³

Demographic Info

25 is the average age a U.S. woman becomes a mom for the first time⁴
Married women account for 59% of U.S. childbirths⁵
Unmarried women account for 41% of U.S. childbirths⁶
53% of U.S. women who give birth are white⁷
24% of U.S. women who give birth are Hispanic⁸
15% of U.S. women who give birth are black⁹
6% of U.S. women who give birth are Asian¹⁰
77.5% of moms with children ages 6 to 17 are in the workforce¹¹
63.6% of moms with children under age 6 are in the workforce¹²

Media Habits

63% use social media regularly¹³
32.3 million U.S. moms are Internet users¹⁴
60% use text messaging¹⁵

Spending Habits

39% of their budget is spent on their kids¹⁶
33% is spent on their family as a whole¹⁷

Request more info on connecting with Moms.