Parents are, and always have been, a key consumer demographic. Becoming a parent changes everything, from lifestyle to new worries, to saving, to spending. Yet over recent years parenthood has experienced change, impacting how and why it is important to market to them.
Parenthood is getting older. Since the 1970’s the average age for having the first child has been getting older. Parents are spending longer in their careers and waiting for the right time to start a family.
Technology has impacted all ages, but parents and mothers more so than other life-stages. 70% of mothers are using smartphones and according to this report from trajectory, mums are 10% more likely to use technology, 7 times more likely to own a tablet and 18% more likely to have the latest smartphone.
The reason that parents are important consumers is that as soon as you know a child is on the way, purchasing habits change instantly. The shift from yourself as top priority to your family is dramatic. Self-centred satisfaction is no longer as the centre of purchasing. But this is not the only change in habits.
Brand loyalty falls as parents focus on cost. Trajectory’s ‘Today’s Mums’ report states how 9 in 10 are keen and open to try new brands, making competition for their pounds fierce. Accelerated by the growth of technology, parents (and in particular Mums) are expert communicators for their experiences- both good and bad. Todays empowered women are important financial decision makers, not homemakers, controlling 85% of household spending.
Considerations for Marketing to Parents
1. Talk to parents and allow a dialogue with the increasing use of social media and technology.
2. The focus might be on mums but don’t exclude dads.
3. Consider the changed experiences parents have now compared to other generations.
4. Acknowledge that their objectives are less selfish and are focused on the welfare of the whole family.
Paul Barnes
Media Analyst
Digital Mom’s Report is available here
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