Digital moms: affluent, working, online
As part of their «Exchange» lecture series for marketing decision-makers, experts from the Y&R Group presented their latest study on the target group of mothers on Tuesday to a completely «sold-out» Widder Saal in Zurich.
The "Digital Moms" research study provides in-depth insights into the online information and purchasing behavior of mothers in Switzerland. 93% of mothers use the internet every day. 44% use the internet even more than before pregnancy. 19 percent use TV less when a baby needs to be looked after. 37% of 25 to 55-year-old women in Switzerland own a smartphone and a further 19% want to buy one soon. And on top of all this: Families in Switzerland spend 84 billion francs a year on private consumption. 75 percent of purchasing decisions are made by women. Mothers make decisions in all product and service categories - except for car insurance, consumer electronics and sports equipment. In these areas, men are still allowed to pass on their knowledge to women.
More information on the trends in online shopping and other surprising details can be found in a summary of the study, which is available for a fee from Media-use-indox.ch can be ordered. pan
