RAMA Examines “Moms of Tweens” In Latest Report

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

RAMA Examines “Moms of Tweens” In Latest Report

Washington, August 9, 2010 – The Retail Advertising and Marketing Association, a division of the National Retail Federation, today released a new report which examines the similarities, differences and habits of moms of pre-teens compared to the average U.S. adult. The report highlights simultaneous media usage, online search triggers such as coupons, preferred social media websites, blogging habits and even music preferences. The survey was conducted by BIGresearch.

Highlights of the survey, “Moms of Tweens: More ‘In-Tune’ Than You Think”, include:

•    48.2 percent of moms with pre-teens regularly use Facebook, compared to 39.9 percent of other adults

•    More moms with tweens read blogs than the average adult

•    Nearly eight out of 10 moms of tweens say coupons are their top media influencer for their grocery purchases; in general, moms of tweens prefer coupons over word-of-mouth when it comes to what influences their apparel and grocery purchases

•    When using media (ie: watching TV, reading a magazine, surfing the web, etc.), more than three-quarters of moms with tweens say they also do laundry and housework

•    More than one-third of surveyed moms listen to rock and top 40/pop music, compared to the average adult who listens to rock and oldies music most often

About the Survey

The BIGresearch Simultaneous Media Usage® Survey (SIMM 15) was compiled for the Retail Advertising & Marketing Association, a division of the National Retail Federation, and was conducted October 15 – December 28, 2009.

BIGresearch® consumer intelligence provides analysis of behavior in areas of products and services, retail, financial services, automotive and media. The BIGresearch Consumer Intentions and Actions® Survey (CIA™) of 8,000+ respondents is conducted monthly and the Simultaneous Media Usage® Survey (SIMM®) of 15,000+ respondents is conducted semi-annually. More information is available at www.bigresearch.com

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

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