In the Canadian marketplace today, virtually no group of consumers is more powerful and virtually no group comes close to being as valuable to brands as are Moms.
In terms of sheer size, Moms are a formidable group with just under 4 million Moms in Canada with children under 18 living with them. And Moms gain increasing consumer power because they are primarily in control of spending on behalf of their households. In fact, in Canada Moms control 85% of household spending.
All told, Canadian Mothers today control $160 billion in annual
household spending!
Over the past few years we’ve been watching as Moms made a drastic shift in their media habits; a shift from traditional media to various forms of digital and social media. In fact, Moms have become proven early adopters of social media. Moms are reading, watching, sharing and connecting with other Moms online. In many cases they’re talking about new products they like or don’t like. And when they talk, other Moms are listening. It’s become imperative that brands who are looking to reach Canadian Moms develop a strategy to reach them online.
In order to better understand where Canadian Moms are spending their time while online, Mom Central Consulting and Sharpe Blackmore Euro RSCG have partnered to bring you the Canadain Digital Mom Report: an in-depth look at Canadian Moms and how they’re using digital media in their lives.
