PRINCETON, NJ – FOR IMMEDIATE RELEASE – Marketers in the new family space can now reach digitally-driven moms and dads through ALC Newborn Network, powered by Experian. These heavy internet users source products, services and information for their growing households. They are available through ALC for multichannel marketing via direct mail, email, telephone and digital display advertising to drive online engagement.
“Today’s digitally-driven dads are playing a much greater role than previous generations, making decisions in typically mom-related categories like apparel, home goods and child care products,” according to Lori Magill-Cook, Executive VP/ALC, “Marketers who are not speaking directly to these dads are missing out on capturing a viable and often overlooked market.”
Newborn Network Digital Dads identifies households where the male is most likely to be the primary decision maker charged with researching household products and making key purchases. Experian research has discovered three surprising differences in the way that dads and moms shop. Dads are more likely to buy premium and name brand products, are more influenced by online research and find shopping more personally enjoyable.
“Many self-stated top reasons why digital moms go online include care-of-self, bargain hunting and to make purchases,” adds Ms. Magill-Cook. “They’re also using the internet as an emotional and social outlet including blogs and social networks for friendship, support and parenting advice.”
Over 83% of all new moms are Millennials age 18-34 spending more than 4 hours a day online. Composed primarily of Millennials, Newborn Network Digital Moms have the means, desire and technical know-how to use the internet to make their lives easier. They master new and emerging technologies for running new businesses and pursuing careers as well as online shopping, creating digital photo albums and planning menus with a smart phone app.
From smart phones to laptops, these new parents are going digital to manage their family and professional lives. This audience presents many opportunities to identify and speak to parents who go online to:
- Research and purchase baby, children’s and household products
- Subscribe to digital content and print magazines
- Conduct online banking and investing
- Search for coupons, recipes, travel ideas and new family activities