Interesting Study On Moms and Advertising
Moms Relax With Magazines, Trust Them, Along with NewspapersAccording to the Parenting Group's 24/7 MomConnection study, in a typicalweek almost 100% of moms have watched TV, been online, listened to theradio or received a direct mail promotion;
91% of moms shopped at a retailstore;
88% of moms have read a magazine;
and 86% have used a cell phone.
And, moms are using emerging media, but not on a regular basis - in atypical week, only 33% have watched video-on-demand, 32% have read a blog,and 17% have listened to an iPod.
Jeff Wellington, Vice President and Group Publisher of The ParentingGroup, said "We... needed to go beyond conventional audience andengagement A-nalysis to demonstrate the specific ways that moms use mediadifferently than any other demographic."Among the key findings of The 24/7 of Mom study:
* Contrary to the scheduling of traditional morning and evening newsprogramming, the study found that moms are most receptive toinformative and educational messages in the afternoon
* Comedy and entertainment messaging resonates best with moms in theevening
* Blogs and newspapers get most of mom's attention, even if she'sdoing other things
* Moms are most likely to multi-task while listening to the radio, and1 in 5 moms said that when the TV is on, it's for their kids - sothey're not paying attention
* Newspapers and magazines are moms' most trusted sources ofinformation, followed by web sites, radio, TV and doctors' offices
* Moms view hand-held organizers and cell phones as the tools that aremost likely to help make their lives easier
* Moms turn to magazines to help them relax more often then any otherplatform
* 27% of moms would pay to eliminate online advertising; 24% would payto stop email advertising; 23% would do the same for TV, radio andblogs