Mums are the chief influencer’s of all family purchases
Mum is the chief influencer in the family accounting for over 70% of all household purchasing decisions
Our research shows that women influence, decide and make the final purchase on household and lifestyle wide products.
For example; a woman may influence/buy her husbands aftershave and her sons deodorant.
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Word of mouth
We surveyed over 2,500 mums to find out more about their daily behaviours and what influences them to purchase.
Women account for over 70% of all household spending across all category types, thats a whopping £205 billion of the UK’s total economy.Find out more
Learn about the power of peer led sampling
11 different sampling methods uncovered and vetted by mums. Find out why peer-to-peer sampling is the most influential.Take me there
Top 10 tips for targeting women better... who happen to be mums
Taking the research conducted for this report, the following is a useful checklist for marketers seeking to reach women who happen to be mums.
- Use word of mouth marketing to activate your other media
- Get more product samples into mums hands to increase likelihood to purchase – sampling works and mums want more of it
- Engage mumbefore shopping starts for her to look out for your brand
- Use mums to spread your brand/product message
- Target mums with messages in UK regions where they are most receptive, such as where to give out samples versus where to give out money off coupons
- Give mums reasons to talk about your brand – and don’t assume that media consumption means media viewership
- Speak to mums at the right time, right place to get the best response rates – they need to be listening to take notice
- Reach out and say thank you – a genuine response will be well remembered and most likely talked about, because it is rare
- Understand why a free sample is so important to women
- Understand mums different buying habits from online to in-store and how changing shopping habits means you need to review your strategy