My daily email from the Center for Media Research notified me that, according to a new study, “moms is a subset of women.”
This was a revelation since I’ve been laboring under the impression that moms are a subset of women.
The email cites a study from Lucid Marketing that found that 57.9% of moms Twitter from their cell phone, iPhone, Blackberry or smartphone. [Just for yucks, why don’t we call it 58%?]
The email didn’t discuss the study’s methodology, nor could I find any mention of the methodology on Lucid Marketing’s website. But 58% of moms tweeting sounded really high to me, so I decided to do my own — admittedly non-scientific — market research.
First, I called my wife. Who is a mom. Of three daughters.
Me: I know that you don’t use Twitter, but of the women you know and talk to, do any use Twitter?
Wife: I thought you were at work.
Me: I am. Answer the question.
Wife: No, I don’t know anyone who’s on Twitter. You’re the only person I know who wastes his time with that thing.
Me: It’s not a waste. It’s an important tool for my personal branding. Back to your friends: They’re all ‘moms’, right?
Wife: Yep. Except for one. [we have neigbhors who have no kids]
Me: K. Thanks. Gotta go.
Then, I decided to call my mother. Who is a mom. Of three children. Who aren’t children themselves anymore, but that doesn’t mean that our mom isn’t still a mom.
Me: Hi, Mom.
Me: Mom, you there?
Mom: Yes, sorry. Was momentarily shocked into silence by the fact that you called me.
Me: Great. A family of comedians. Question for you: Are you on Twitter?
Mom: Am I “on” Twitter? No. What is it? Some kind of drug?
Me: [pause] Well, I never thought of it like that before, but I guess you could get addicted to it. No, it isn’t a drug. It’s an Internetty-kind of thing for communicating with people. I take it that if you don’t use it, you don’t have any friends that do.
Mom: No. We use email here in Camp Florida. Do my granddaughters use it?
Mom: Then I don’t need to use it.
Me: Your friends are “moms”, right?
Mom: Yep. Most are grandmoms, too.
Me: Yeah, I don’t care about that. Just want to know how many “moms” you know that are using Twitter.
Mom: So, this wasn’t a call to find out how your dear old mom is doing?
Me: Gotta go. Love ya.
Well, there you go. Admittedly not very scientific, but not one of the moms I know use Twitter, nor do any of the moms that they know.
So where are these nearly six in ten “moms” who are not only tweeting, but following businesses/brands in order to find out about companies’ products and services?
What we have here is a failure to communicate. Specifically, a failure to communicate exactly what we mean by the term “mom.” Seems to me that marketers have gotten it into their heads that “moms” are the portion of women who are 25 to 39 years old and have small children at home.
I think that if they did a little more research, they might find that there are a lot of women beyond that age range, who not only consider themselves to be “moms”, but that still make most of the household decisions, even when there are no children — let alone small ones — left in the household.
I’d also bet that they’d find that 58.9% of moms don’t tweet.