UK Moms 44% Happier with Brand Communications

March 26, 2009

Moms in the UK are 44% more satisfied than they were last year with the way brands communicate with them, even as they change their shopping and information-seeking behaviors during the recession, according to a survey conducted by marketing agency Joshua G2.

More than half (52%) of moms surveyed say they are now happy with the way brands communicate with them. Only 36% of moms were satisfied in the same survey in 2008, the study found.


Satisfaction Varies by Income

The research also reveals that moms’ satisfaction with brand communication appears to vary by income level. Mothers with higher household incomes express the most satisfaction, while moms with the lowest incomes are least satisfied. Additionally, the number of children moms have is directly related to satisfaction levels. Moms who have more children are less satisfied with brand communication, Joshua G2 said.

Recession Alters Shopping Habits

The desire to save money during the recession has also significantly altered the shopping habits of moms at all income levels, and nearly 40% say they shop around for better deals, the survey found.? Some examples of current changes in shopping behavior:

  • High-income moms scrutinize their brand choices, buy larger value sized packs and liaise more with sales personnel.
  • Middle-income moms downgrade their choice of supermarket.
  • Lower-income moms buy smaller portions and are deferring the purchase of premium or luxury items.

WOM Remains Top Choice

Regarding their preferred method of advice and product information, personal word of mouth (WOM) still remains moms’ first choice at 62% – despite a 15% decline occurring over last year. At the same time, articles in magazines, newspapers, and on the internet have increased in importance by 27% and 14% respectively, indicating a stronger need for professional confirmation, Joshua G2 said.


In terms of the least appealing outreach to moms, press advertisements and direct mail are still deemed unpopular with 70% of moms, who least prefer them. TV has increased 3% to 57%, maintaining an effective level of engagement.

Similar research from Adfusion shows that article-based online ads generate the most interest among online consumers.

Information Needs Differ by Age

Moms’ requirements for information differ by age, the research found:

  • Younger mothers want advice on areas such as hygiene in the home, opportunities to get together with other moms, information about kids’ health and behavior issues.
  • Older mothers want advice about family time ideas and activities for kids.

Shift in Information Needs

The research uncovered a definite shift from inquiries about the subjects of health and nutrition to a greater need for vouchers (coupons) and activities for kids and moms. Party ideas, social activities and time-saving solutions also increased over the year:


These results may indicate that brands are successfully adapting their communication to meet moms’ changing needs in today’s recession, according to Verra Budimlija, planning director, Joshua G2. “It suggests that brands are working harder to listen to what moms want and are trying to meet their requirements, as well as making their lives easier. In the current climate mums are specifically looking for ways to save time and cut corners, special offers, and money off vouchers.”

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