I’m very excited to share that BSM Media partnered up with several prominent African American mom bloggers to research the specific needs of African American Moms when it comes to marketing to them. Bloggers involved include: Jennifer James, editor of Mommy Too! Magazine, Melanie Sheridan from Mel, A Dramatic Mommy, Kimberly Coleman from Mom in the City, and Michele Dortch, The Integrated Mother.
Key Findings of the study include:
— Although the majority of all moms have made household adjustments to cope with the economic crisis, African American moms are more likely to delay major purchases (57%) and avoid stores to reduce shopping (54%). Caucasian moms are coping by using coupons and discount codes (73%) and driving fewer places to conserve gas (62%).
— African American moms are more likely to turn to clergy for support (60%) than Caucasian moms (41%). Other popular support outlets among both races included spouses, parents and other moms.
— Although moms across racial lines ranked education as their greatest dream for their children, African American moms are more likely to aspire for their children to have a deep religious commitment as adults than Caucasian moms.
— Caucasian moms named managing the desires of their children for material things as a challenge (45%), while African American moms are battling with affordable housing (35%).
— 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%).
Visit New Study Examines Moms By Race for more information on this study.