Building on our e-fluentials® research, Burson-Marsteller identified a segment of mothers – called Mom-fluentials - who are opinion leaders within the larger mom community.
- Nine in 10 Mom-fluentials are often approached for advice by the people around them and frequently influence the types of products their friends, family, and colleagues buy.
- Mom-fluentials utilize the latest technologies to share positive and negative feedback about products, brands, or services, and they share their opinions with a greater number of people than their peers do.
- Mom-fluentials are twice as likely to forward coupons (23 percent) than typical mothers who go online for information (12 percent).
- When they are sharing a positive story about a company, Mom-fluentials are four times more likely than the average mothers to send text messages (32 percent vs. 8 percent), more than twice as likely to contribute to an opinion website (55 percent vs. 25 percent), and seven times more likely to reach out to others through networking websites such as MySpace, LinkedIn, and Friendster (35 percent vs. 5 percent).
- Mom-fluentials are also significantly more active offline than other moms, as they use telephone and in-person conversations to share news and rely on offline as well as electronic sources to gather information.
- Nearly 93 percent report they have in-person discussions about products, brands, and services they use with friends and family members. Consequently, organizations that seek to draw upon the strength of this group are best serviced by an approach that integrates both online and offline tactics in its communications program.
Burson-Marsteller offers custom research, digital check-ups, targeted Word of Mouth campaigns, and business intelligence tools geared towards enabling clients to tap into the power of this group.