The following post is an excerpt from Edelman Consumer Marketing’s 12on12, a compilation of twelve essays from some of our consumer marketing leaders around the globe. This is the fourth and final article in a sample series of essays from the compilation. To read more essays from the 12on12 series, visit the Edelman Scribd Channel.

The old image of the traditional sweet mama walking around with several children clinging her skirt, always cooking or cleaning something, is no longer a reality for modern Latin moms. Today, mamás Latinas are becoming protagonists in their societies, recognized as the center of Latin America and Caribbean development, gaining more power, and leveraging important changes in the consumer industry.

Latin Moms & Technology

Latin households’ buying power will be $ 1.4 trillion by 2013, and mamás Latinas are the key decision-makers and influencers of 80 percent of all purchases made in their homes. There’s no doubt how attractive this segment can be for many marketers. But Latin moms’ influence isn’t confined to within the limits of their home. Social media plays a role in influencing the Latin mom’s buying decisions:

  • More than 90 percent of Hispanic moms consider the recommendation of a family member or a friend as a primary influence in their purchasing decisions.
  • 60 percent of Hispanic mothers qualify as word-of-mouth influencers based on their recommending behavior and the size of social networks.
  • In Brazil, more than half of respondents have purchased a product based on social network indications and 21percent rely on feedback from people they know.
  • Along with that, more and more bloggers, favorite celebrity websites, or trusted brand portals became great source of product indication and validation.

Latin “mami” bloggers are one of the fastest-growing blogging demographics (five-fold increase in 2010 versus 2009). The social nature of Latin moms finds a true space in social media, where they share everyday issues and ideas about their lives and their children.

A survey conducted by Baby Center – one of the largest global interactive parenting networks – among 4,000 Latin moms living in the U.S. and Latin America countries found that Hispanic mothers are also very receptive to Internet ads: 33percent claim to have learned more about products and brands from online publicity than from traditional media. They are also more open to companies’ content: 57 percent claimed to read emails that brands sent them – meanwhile, only 19percent of U.S. moms do so.

Latin moms are one of the fastest-growing demographics online:

  • 82 percent of mid- and high-acculturated Latin moms are online.
  • 90 percent of Hispanic moms online are engaged in social networking.
  • 84 percent of Hispanic moms are on Facebook.
  • Their presence in MySpace is around 40 percent.
  • These moms rely on family and peer advice, and social networks let them extend their circle of trust.
  • 68 percent trust word-of-mouth conversations related to brands and marketing activities.

Busy Latina moms are taking advantage of mobile connectivity. They are also heavy users of social media on-the-go (40 percent more than total women in the U.S.). Sixty percent of them access the Internet from their phones, and for one out of four, their smartphone is their primary online connectivity device.

A Latin Mother Will Always be a Latin Mother

The concept of motherhood evolves like everything else in life. The 21st century model mother in Latin America, and in the rest of the world, has changed: they can be great business executives, online activists, or choose to stay at home and take care of their kids. But, no matter what the circumstances and how society may change, Latin mothers will always be the center of the family and a vital member of their community.

Please visit the Edelman Scribd Channel for more.

Image credit: Robert Crum

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