REPORT: Moms Are Best Reached By Brand on Facebook with a Cause

Zach Brooke
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Key Takeaways
What? New research shows many moms spend one-quarter of their waking day on social media.

So what? Many of these same moms hold primary purchasing authority across several categories in households.

Now what? Follow those moms! Solicit them where they are (Facebook) with messages they respond well to (commitment to a cause).​​

Aug 25, 2017


New research from SCG sheds light on family matriarchs' purchasing power and media habits

A survey completed by SCG Advertising and Public Relations shows that a majority of matriarchs are the primary decision makers within their households across several categories, including food and beverages, health care, education and travel.

SCG, which counts Walmart, Aldi, FedEx and Berkshire Hathaway among its clients, also found that 70% of respondents report spending as much as four hours every day on social media.

Facebook is far and away the preferred platform for the respondents—no big surprise for a network increasingly referred to as “Mombook.” Three-quarters of respondents indicate that a cellphone is their primary connection tool.

Nearly 100% of surveyed moms said a brand’s stated commitment to a cause could positively impact buying decisions, while exactly half said they would be willing to pay “slightly” more for products and services offered by companies aligned to causes to which they are sympathetic.

According to the researchers, the online survey of 250 self-described moms was conducted between May 31 and June 8, 2017. More than 83% reported having between 1 and 3 children, 44% were between the ages of 45 and 54 years old, 24% between 35 and 45, 22% 55 or older, and 9% 25 to 34.


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Author Bio:
Zach Brooke
Zach Brooke is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at or on Twitter at @Zach_Brooke.

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