moms 3.0: the maver

O u r a n n u a l r e p o r t r e v e a l s t h e t r u t h a b o u t M o m s : t h e y a r e c o n n e c t e d , i n s p i r i n g , i n n o v a t i v e , a n d p h i l a n t h r o p i c .

Buzz on Moms

Report Meet the Maver

The

3.0

Who was Involved?

buzzmg.com

7000 Panelists

female 100% 44

9 Par tic ipa n ts

These panelists . Launched 10.22

.11

1,122 attempts

Fielded online

Closed 12.23.11

449 members from our buzzSpotter network participated in th is survey about Moms to learn h ow they’re raising the Millennial Generation.

Where do you live?

City

Suburbs

Rural

36%  

56%  

9%  

As you can see, our respondents are mostly suburban moms with 56% raising ch ildren here. Less than half live in the City and only 9% of moms live in rural areas.

ethnicity

buzzmg.com

African American

16%

American Indian

1% Asian

American 4%

Caucasian 68%

Hispanic 9%

Other 2%

Marital Status

buzzmg.com

The majority of our moms are

married.

Single

In relationship

Married

Divorced

Widowed

Other

8%

12%

73%

6%

1%

1%

What do you look for when

making a PURCHASE?

*The above are percentages for each response. buzzmg.com

#1 Perceived Value 32%

#2 Safety 30%

#3 Reputation 23%

#4 Brand Name 10%

#5 Environmentally Friendly 5%

Value is the most important factor foll

owed

closely by safety for our moms when

deciding what products to buy.

Which DISCOUNT SITES DO YOU USE?

buzzmg.com

*The above are percentages for each response.

17% 21% 26% 36% 64% 77% groupon Gilt city Gilt groupe jetsetter The outnet Living social

Most of our moms are members of Groupon

or Living Social wh ile the other sites only

have a th ird or less of our moms as

members.

How often do They use coupons?

Daily 23%

Weekly 59%

Monthly 15%

I do not use coupons.

3%

82% of our moms use coupons

either

daily or weekly. Meanwhile, only 3%

don’t use them at all.

Which types do

They use? Entertainment

14%

Dining 18%

Household goods 19%

Beauty 17%

Fashion 13%

Technology 10% Travel

9%

Our moms are using coupons for any

and everyth ing, from tech nology to

h ouseh o ld goods.

How do they prefer to

receive coupons?

Newspaper 24%

Mail 30%

Email 31%

Text 13%

Other 2%

Alth ough our moms are becoming more

tech savvy, their least favo

rite way to

receive coupons is by text message.

I would try a new product

only if…

it is on sale 72%

it is buy one, get one free

9%

it is free 19%

Our moms are much more likely to try a

new product if it is on sale tha

n if it is

free or buy one, get one free!

Are they more likely to

purchase for charity?

Yes No

67%

33%

They are also more likely to buy someth ing

if it will support a charity in some way,

shape or form.

Which charities do they prefer?

Local 65%

National 20%

Global 9%

Other 6%

Our moms are more likely to support their

local communities before donating to

national or global charities.

What type of charities do

they like?

Women’s issues (domestic violence)

Green (National Wildlife Federation)

Health-related (breast cancer)

Children (Make A Wish)

Other

65%

47%

70%

84%

10%

Charities involving ch ildren are the m

ost

popular followed by Health-Related and

Women’s Issues foundations or cause

s.

Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com

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