Moms of Tweens Like Coupons, Facebook and Top 40: Study

Nearly half of moms with pre-teen children use Facebook regularly compared to other adults, according to a new report from the Retail Advertising and Marketing Association.

That’s among the highlights of the report, “Moms of Tweens: More ‘In-Tune’ Than You Think,” which examines the similarities, differences and habits of moms of pre-teens compared to the average U.S. adult. It highlights simultaneous media usage, online search triggers such as coupons, preferred social media websites, blogging habits and music preferences. The survey was conducted by BIGresearch.

The survey revealed that 48.2 percent of moms with pre-teens regularly use Facebook, compared to 39.9 percent of other adults. Further, more moms with tweens read blogs than the average adult.

Nearly eight out of 10 moms of tweens say coupons are their top media influencer for their grocery purchases; in general, moms of tweens prefer coupons over word-of-mouth when it comes to what influences their apparel and grocery purchases, the study says.

When using media, such as watching TV, reading a magazine or surfing the Web, more than three-quarters of moms with tweens say they also do laundry and housework. More than one-third of surveyed moms listen to rock and top 40/pop music, compared to the average adult who listens to rock and oldies music most often.

BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive and media.

The Retail Advertising & Marketing Association, a division of the National Retail Federation, represents more than 1,500 retail marketing and advertising executives, plus their supporting partners from the advertising agency, media and service-provider areas.