Retailers look to reach tech-savvy moms of 'tweens'

Moms with preteens are likely to be on Facebook, often listen to the same music as their children and are highly influenced by coupons, according to a retail study released Tuesday.

Moms of "tweens," children between 8 and 12, are more in tune to social media than parents with children of other ages, according to the Retail Advertising and Marketing Association study. The report urges that retailers continue to find ways to attract the tech-savvy mom and her children, with coupons, fun and appealing phone applications and social networking website promotions.

Experts say every retailer understands the importance of using social media as a way to communicate with customers. But the best way to do this is not so clear.

"We're in a huge learning curve as to how to use social media. The pace of development is rapid. Every month brings new leanings," said Anne Brouwer, partner at McMillan Doolittle, a Chicago retail consultant.

The report found several aspects relating to the busy mom, who is about 39 years old. They include:

• 48.2 percent of moms with preteens regularly use Facebook, compared to 39.9 percent of other adults.

• More moms with tweens read blogs than the average adult.

• Nearly eight out of 10 moms of tweens say coupons are the top media influencer for their grocery purchases. In general, moms of tweens prefer coupons over word-of-mouth when it comes to what influences their apparel and grocery purchases.

• When using media (watching TV, reading, surfing the Web) more than three-quarters of moms with tweens multi-task as they also do laundry and housework.

• More than one-third of surveyed moms listen to rock and top 40/pop music, compared to the average adult who listens to rock and oldies most often.

"This mom is a Generation X-er. She is in a group that understands following the trend. She follows trends. And these kids are just like her in that way," said Richard Honack, professor at Kellogg School of Management.

Compared to other generations, he says this is a group that does a lot of shopping online.

Wheaton business owner Jill Card understands that and is trying to use social media more to promote her business.

About a month ago, Card set up a Facebook page for her shop "Jeans & A Cute Top." She posts "shout outs" when new merchandise arrives as a way to drive business.

"It has really been working," said Card, 44, who has two pre-teenage sons.

Most of Card's time on the computer is devoted to work.

"I'm a crazy-busy lady," said Card, who like many in her age group, usually texts her friends instead of calling.

Wendy Schilling of Libertyville does the same thing. The attorney also texts her sons.

Schilling uses Facebook in her free time.

"I share family photos with extended family and close friends. And I play a couple games. I like Family Feud," Schilling said.

She also monitors her 13-year-old son's Facebook account and often looks for coupons and sales while online.

Retail experts agree that shoppers no longer want to be bombarded with sales pitches through mass e-mails. Social media should be used as a way for retailers to listen to the customer, they say.

"It's another series of touch points with the customer," Brouwer said, adding, "The pace of development is rapid and ways to measure social media's success are still developing."

The study says retailers have to find more ways to attract Mom and her preteens - as this is a demographic with tremendous spending power.

"There's no doubt that moms of tweens are tech-savvy, bargain-hunting, multi-tasking machines," the report said.