Press

SAN MATEO, Calif., May 4, 2011—With competition heating up in the eReader market, advertisers and marketers should formulate a strategy to reach mothers who regularly engage with their brands through social media channels as this audience and the personal connections that motivate them to advocate are incredibly valuable. According to new consumer connection data powered by Motista, social media moms—women with one or more children under 18 living at home and who recently engaged in social media activity—are far more likely to forward information about their eReaders to friends and family and are more willing to pay a higher price for their product than mothers who do not use social media.

According to Motista’s eReader study, both social media moms and non-social media moms are equally satisfied with their eReaders. Yet social media moms feel a stronger connection with their eReaders that makes them more valuable customers and motivates them to become advocates on behalf of their brands. Consider the following:

• Social media moms and non-social media moms both agree that their products perform as promised (68 and 71 percent respectively).
• Social media moms are twice as likely to say their eReader brand helps them be closer to loved ones (42 percent vs. 20 percent); fit in with friends and colleagues (47 percent vs. 21 percent) and create a better home life (43 percent vs. 22 percent). Forty-six percent of social media moms also feel they belong with other users of their eReader vs. only 27 percent of non-social media moms.
• Fifty-five percent of moms using social media feel their eReader brand understands their lifestyle vs. 37 percent of moms who don’t use social media.

Because of these connections social media moms are better customers who are willing to pay more and advocate on behalf of their eReader brands:

• Twice as many social media moms are willing to pay a higher price for their eReader brand (37 percent vs. 18 percent) and almost six times more (38 percent vs. 7 percent) say they have responded to a direct marketing promotion from the brand.
• Social media moms are twice as likely to have forwarded information about their eReader to a friend (68 percent vs. 33 percent).

“Social media moms definitely feel a deeper connection to their eReaders that their non-social media counterparts don’t,” said Alan Zorfas, chief product and marketing officer at Motista. “With a statistical dead tie on satisfaction scores, clearly it’s connection that turns these customers into brand advocates. eReaders are not just functional products for social media moms—the connections these women have to their eReader brands have a strong correlation to them being more valuable customers. That’s incredibly powerful.”

For an info graphic of these findings, visit: http://www.flickr.com/photos/motista/sets/72157626516351795/

 Social media moms can be valuable brand assets across all industries. For similar data about what connections are motivating social media moms to advocate on behalf of retail banks, see Motista’s concurrent press release here: http://motista.com/5311releasesocialmombanking/. For more information on Motista and its consumer connection intelligence environment for Fortune 1000 marketers, please visit www.motista.com.

Motista Study: eReaders
Motista continuously surveys a nationally representative sample of U.S. consumers in order to capture personal “connection” to their consumer electronics brands. Results from the web-based survey inform companies of the connections motivating prospects to choose their products and customers to be loyal, buy more products and services, or to recommend their brand to others. The study includes consumers of the top eReader brands, like Amazon Kindle, Nook from Barnes and Noble, Sony Reader and Apple iPad. Data for this analysis was fielded during the first quarter of 2011 with a sample size of 965 specifically for the segment of women with children in household who currently own an eReader. (Margin of error +/- 3 percent at a 95 percent confidence level)

About Motista
Started by marketers for marketers, Motista empowers Fortune 1000 brands with consumer intelligence about what motivates consumers to act. Motista’s web-based solution provides easy, on-demand access to high-quality data proven to help marketers create deeper connections with consumers. Marketers at the world’s top financial services, consumer electronics, retail and household product brands use Motista every day to understand and build stronger consumer connection. The company is headquartered in San Mateo, Calif. To learn more, visit www.motista.com.