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September 16, 2009

Moms Use Facebook, Twitter, Blogs More than Average Adults, According to RAMA Research

Read RAMA white paper, "All About Moms"

For Immediate Release
Kathy Grannis (202)783-7971
grannisk@nrf.com

Moms Use Facebook, Twitter, Blogs More Than Average Adults,
According to RAMA Research
--Moms Influenced by Word-of-Mouth, Product Samples--

Washington, September 16, 2009 – Retailers trying to influence moms should pay close attention to the World Wide Web, though free stuff doesn’t hurt either, according to a new Retail Advertising and Marketing Association survey conducted by BIGresearch. Women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15.0%, respectively), according to the survey. Additionally, 15.3 percent maintain their own blog.

“Retailers who aren’t engaging customers through social media could be missing the boat,” said Mike Gatti, Executive Director for RAMA. “Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones.”

On a scale of one to five, when asked what types of promotions most influence their purchases, product samples in the store (3.8), product samples delivered to home (3.6), loyalty cards (3.5), and special displays (3.4) rank as a few of moms’ favorites.

Not surprisingly, moms frequently share experiences and information, and say other people's opinions influence their purchases. Nine out of ten (93.6%) mothers regularly or occasionally seek the advice of others before buying a service or product, according to the survey. Additionally, a staggering 97.2 percent said they give advice to others about those products or services they purchased.

“Quite frankly, moms like to talk,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “Whether they’re having coffee with a friend or updating their Facebook status, these women are eager and willing to share shopping experiences, both good and bad.”

When it comes to where they shop for clothes, 32.9 percent prefer department stores and 23.2 percent head to specialty apparel stores. But, when it comes to shopping for their children’s clothes, 30.7 percent said they head to discount stores, 19.6 percent said department stores and 17.5 percent prefer specialty apparel stores. Moms also most prefer discounters the most for their children’s toys (45.0%) and their own personal health and beauty products (45.5%).

About the Survey

BIGresearch's Simultaneous Media Usage Survey (SIMM 14) was compiled for the Retail Advertising & Marketing Association, a division of the National Retail Federation. The survey polled 4,206 moms and 22,624 adults 18+ and was conducted April 29 – June 18, 2009. “Moms” are defined as woman with children at home who are under 18 years of age.

BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch’s syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertisers’ ROI. The SIMM monitors more than 15,000 consumers twice each year.

The Retail Advertising & Marketing Association, a division of the National Retail Federation, is a trade association of over 1500 retail marketing and advertising companies, plus their supporting partners from the advertising agency, media and service-provider areas. RAMA sponsors the largest single gathering of retail marketing and advertising professionals in the industry today and powers the Retail Marketing and Innovation Conference. RAMA also produces the Racie Awards Competition, the most prestigious creative contest in retail. www.rama-nrf.org

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