Beauty Store Business magazine - May, 2019

Moms Show Above-Average Use of Digital Tools

Moms Show Above-Average Use of Digital Tools

Modern moms are increasingly using digital tools to streamline their busy days and stretch their limited dollars, according to “Digital Power Moms,” the fourth in a series of Total Beauty Media Group intelligence reports that's just been released.

The report provided by the digital publisher of holistic health and beauty content, including, shows that the variety of emerging digital platforms and resources empower women with children to yield increased influence and buying power over earlier generations and their childless counterparts.

“’s audience is nearly 50% moms,” says Ethelbert Williams, head of marketing for Total Beauty Media Group. “It is important we deliver for our brand partners insights to how this new digital power mom is leveraging Web, video and mobile touch points in her everyday life, as well as on the path to discovering and shopping.”

“Digital Power Moms” examines trends in how women with children consume content online through various channels, and compares these trends to those of non-moms. For instance, socially-connected moms mention brands 73 times per week, compared to 64 times for the average female and 57 times among males. Sixty-seven percent of moms game online, compared to 57% of non-moms; and nearly 1 in 5 moms say that online videos are replacing the movie theater.

The report also reveals how moms leverage digital in budgeting and spending, identifying where they splurge and save, and the role that children play in purchase decisions. It also explores shopping habits among moms by product category.

The paper concludes by providing brand marketers with key takeaways for understanding the modern techno-sophisticated mommy sector, and provides recommendations on how to effectively reach them.

[Image courtesy of Total Beauty Media Group]