Father’s Day is on the horizon, but whether or not you’re a parent yourself, as a small business owner, you’ve got reason to care about shopping habits of new moms and dads. Why? Because new moms and dads are in a whirl of purchasing, shelling out cash for everything from baby accessories and clothes to furniture and toys. Google recently took a look at how new parents shop, and what they found has some useful advice for how to use online marketing to reach out to these big-spending customers.
First and foremost, new and expectant parents are major online searchers. They do twice as many searches as non-parents.
Second, new and expectant parents are major mobile searchers. Consider:
There are a couple reasons mobile use among new parents is so high. First, many have grown up with technology and mobile devices. Eighteen-to-34-year-old new parents search on mobile 54 percent more than older parents.
As any new parent knows, another reason is convenience. How easy it is to grab your phone, even while you’re holding or feeding the baby, and get the answer to your question about what to do or where to buy something?
The most common searches once baby arrives involve health—not surprising as new parents struggle with the challenges of raising an infant. But once the baby reaches toddler age, searches about school and college trump all. Apparently it’s never too soon to start saving for college or planning for a move into that top school district.
What do these findings mean to you?