The ELEVENTH WAVE of Buzz Marketing Group's year-long profile of today's mom. This month, we took a look at our findings about Mom throughout 2012.

1. The
Buzz on Moms
Report
Year Review
11.0
Our annual report reveals the truth about Moms: they are connected,
inspiring, innovative, and philanthropic.

2. Who was
Involved?
7000
This network is used as a resource for
2 ethnographies, focus groups, personal
h ed 01.01.1 interviews, immersion
Launc experiences, surveys, and polls.
7,000 members of
10 surveys Overall, this panel is composed of trend
our momSpotter® influencers and represent all of the
“tribes” we have identified, which include:
network F ie lded o
nline
independents, preppies, techies and
alternatives. momSpotters®
7000
participated in Closed 12.01.12
these studies.
100% Par tic ipa n ts
female
buzzmg.com

3. Food
Shopping
84% of our Moms make the purchasing
decisions in their households when it
comes to food, and they take that role
very seriously. Our Moms are loyal to
their favorite brands but are also looking
for the best value every time they step
foot into a supermarket or open a
newspaper. With a little bit of planning,
our Moms are able to consistently stock
their refrigerators and cabinets with
great products at great prices.
buzzmg.com

4. Media
consumption
Our Moms are very active online.
Although, only 24% of our Moms are
venturing into the blogosphere, 94% of
them are active on many social
networking sites. However, they are
not just using these sites as a way of
keeping in touch with their children,
they are connecting with each other
and their favorites brands too.
buzzmg.com

5. Meet the
maver
62% of our Moms are looking for value
and safety more than anything else. 77%
of them are using websites like Groupon
and Living Social to easily find discounts
on anything and everything. Although
their tech skills are evolving, 78% still
keep a pair of scissors close by to cut
coupons out of their daily papers.
Wherever they can find great deals is
where you will find our Moms.
buzzmg.com

6. Meet the
traveler
94% of our Moms take at least one family
vacation each year and we learned just how
much planning goes into those trips.
Considering the fact that our Moms are all
about saving, 76% start to plan their trips
at least three months in advance, juggling
work and school schedules in the process.
When price incentives are not enough to
sway them one way or the other, 59% of
our Moms look to family and friends to
offer advice, and 50% go online to read
reviews from other Moms like them.
buzzmg.com

7. Meet the
mobile mom
74% of our Moms have adapted to
new tech nologies for one main reason,
functionality. 85% of our Moms own
both a cell phone and laptop. 50%
are even using their mobile devices
to compare prices while shopping in
stores. They are finding more sales
with today’s tech nology, and as a
result they are saving more time and
money.
buzzmg.com

8. Back-to-
school
Although our Moms are usually
influenced by sales and promotions,
when it comes to back to school
shopping 97% said their children
influence their purchases more. 91% of
our Moms actually shop with their
children and listen to what they have
to say. Quality is just as important
as price for school supplies and our
Moms look for direction from the
experts themselves, their kids.
buzzmg.com

9. brands
Our Moms seek out specific brands
just like anybody else and they also
rely on them to deliver. 73% of our
Moms selected Target as their
preferred brand and store, noting
the balance between quality and
affordable prices. 76% of our Moms
said they were also seeking out their
favorite brands online and
connecting with them on social
networking sites.
buzzmg.com

10. celebrities
Our Moms are not influenced by
celebrities nearly as much as our
Millennials. However, 56% said they
were influenced by celebrities when
purchasing beauty supplies and clothing.
75% also said they were influenced by
celebrities when donating to charities or
charitable causes. Only 25% our of
Moms are heavily influenced by blogs
and magazines.
buzzmg.com

11. Presidential
election
Our Moms are very involved in politics
and 76% still identify with political
parties unlike their children. 65% tend to
get their information from traditional
sources like television and radio as
opposed to the internet. However, like our
Millennials, 74% believe the economy is the
biggest problem facing the country and
they are not optimistic about things
turning around. 69% said they are
expecting and preparing for tougher
times ahead.
buzzmg.com

12. Holiday
spending
Our Moms will be out in full force this
holiday season. 77% of our Moms planned
to start shopping before black Friday and
only 25% planned to spend less money
than last year because of the crisis. 76%
said they would shop as many times as
they needed to, in order to get
everything on their lists, and 73% will be
looking for more sales this year. 89% of
our Moms will be using coupons this year,
up 11% from last year.
buzzmg.com

13. Co n tac t Us!
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com