The document discusses how mothers control a large amount of consumer spending and influence other mothers. It notes that mothers are highly engaged online and active on various social media channels, where they learn about products, read reviews, and make purchases. Offering rewards can encourage mothers to buy more products, provide brands with more information, engage more with brands online through activities like watching videos or contributing to communities, and recommend brands and products to other mothers. The key to engaging mothers is to reward them for their engagement, which gives brands insights, connections, increased engagement, more sales, and advocacy.

1. http://engagement.punchtab.com/digitalmom
For more Mommy insights, effective
incentives and how to get a bigger share
of wallet, check out the free whitepaper
from PunchTab
*SOURCES:
• Babycenter. 2012 American Media Mom Report. April 2012. (http://www.babycentersolutions.com/docs/BabyCenter_2012_Amer-
ican_Media_Mom_Report.pdf)
• Performics and ROI Research. S-Net: A Study in Social Media Usage & Behavior - “Social Media Moms.” April, 2012. (http://ww-
w.slideshare.net/performics_us/snet-so- cial-media-Moms-summary-april-2012)
• Punchtab. 2013.
Moms Engage Online & Influence
Other Moms
OF MOMS ARE MORE
LIKELY TO ENGAGE IF
THEY EARN POINTS
TOWARDS REWARDS
THE NEW CHALLENGE
50% 25% 86%26%
MOMS ARE ACTIVE ON A VARIETY OF
SOCIAL MEDIA CHANNELS
connecting w ith bran ds
MOMS
MOMS HOLD THE KEYS TO THE KINGDOM
moms control 2.4T (ÿes trillion) in spend
MOMS
THE STATE OF
view SOCIAL NETWORKS as a source of information
66%
have purchased products as a
result of promotion mention in a
BLOG
74%
LEARN about a product or service
through SOCIAL NETWORKING65%
follow up on product RECOMMENDATIONS received
on social sites to learn more56%
of moms read ONLINE REVIEWS before making a
purchase64%
A
B C
92%
of Moms will BUY
more of their favorite
products
When rewarded, Moms will BUY OTHER
products a brand offers
When rewarded, Moms will switch
from a COMPETITORS PRODUCT
WHEN
REWARDED
Moms will tell you more
about themselves
will provide more information about
themselves including purchasing behavior
will answer polls or surveys
36%
73%
WHEN
REWARDED
59%
45%
MOMS RESEARCH AND
DISCOVER PRODUCTS
THROUGH SOCIAL MEDIA
MOMS TRUST
WHAT THEY READ ONLINE…
and that’s their first stop
MOMS ARE ACTIVE
ON SOCIAL AND THAT’S A
GROWING TREND
81%
INSIGHT
CON
NECTIONSENGAGEME
NT
BUYINGPOWER
moresalesadvoca
cy
REWARDS GIVE
BRANDS…
BRANDS GAIN INSIGHT
BRANDS BUILD CONNECTIONS
BRANDS INCREASE ENGAGEMENT
BRANDS DRIVE MORE SALES
BRANDS INCREASE ADVOCACY
watching
videos
visiting a brands
Facebook page
contributing to
community
sharing
photos
series/2
84%
SCORING POINTS WITH MOM
The secret for engaging moms to
try, buy and share
of Moms go
online when
looking for
product/brand
recommendations
will
content
on Facebook
44%
40%will post a review
will pin from brand's website
26%
willTweet/Retweet
yourcontent
25%
to Pinterest
Moms will connect via
59% 50% 50%52%
WHEN
REWARDED
Moms will engage by
WHEN
REWARDED
50% 28% 24% 11%
Moms will tell
other Moms
WHEN
REWARDED