istock_000005608156xsmallHow do Alpha Moms handle economic challenges? By using their savvy! Marketers love Alpha Moms because they take advantage of their networks and technology to do their homework.

A new study by a marketing firm shows that while all mothers are battling with the growing concerns  such as education and saving for the future, a mom’s high-tech habits and purchasing motivations are tied into her culture and ethnic background.

BSM Media examined the behaviors, values and habits of mothers across racial lines in a new study, and found that when asked about their top three challenges as a mother, saving for the future and the rising cost of food topped lists across all respondents. Caucasian moms named managing the desires of their children for material things as a challenge (45%), African American moms are battling with affordable housing (35%) and Hispanic moms are feeling challenged by the need for steady income (56%).

What I find particularly interesting but not surprising is the technology habits of moms.  The majority of our Alpha moms  (85%) turn to the Internet first when looking for product recommendations and other mom-related parenting advice.

The Internet was also the top answer among all races, when asked which piece of technology they couldn’t live without. The cell phone came in a close second for Hispanic moms (30%). While online, African American mothers are more likely to read articles (68%) and experience music (45%). Caucasian mothers are likely to frequent social networks (45%) and message boards (43%). Blogs were the top choice among Hispanic Moms (55%) followed by social networks (42%).

Blogs are popular among all respondents, with 58% naming the media among their favorite forms of content online.
When viewing advertisements, the majority of all respondents notice the product first, rather than the ad’s message.

Overall, Caucasian and Hispanic moms think marketers are doing a better job in speaking to them than African American moms.

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