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Home Awesome! Mirror mirror on the wall, who’s the savviest of us all


Results released today from a survey conducted by show the shrewdest shoppers in the UK are mums between the ages of 30 and 45. This doesn’t come as a huge surprise based on the continued price increases of food and utilities, in turn creating a new breed of ‘Super Savers’ who are spending an average of 8 hours per month hunting for the best bargains. What is interesting is that 10% are spending 15 hours (that’s nearly 2 working days) every month trying to get the best discounts.


Survey results also reveal that mums tend to focus on general offers for kids’ items and travel bargains, compared to participants in their twenties being more concerned with a price reduction on specific items such as tech and fashion trend pieces. With 50% relying on recommendations from friends and families to inform purchase decisions, this leaves a huge opportunity open for brands to embrace social media for product and brand recommendations.


Word-of-mouth is in no way a new phenomenon but the channels used are, as consumers can now get ideas for new furniture based on pins on Pinterest, as well as being instantly alerted to the latest discounts via Twitter and Facebook. Brands should be looking to understand how varying demographics are using each channel and then target messages accordingly, whether it’s generic offers for families or product-specific deals for young professionals.


With more and more emphasis being placed on consumer engagement, the best way for brands to take this forward is with an improvement to targeting and personalisation. Whether this is provided by a third party or in-house, results from the study clearly show that a huge amount of unnecessary time is being used to find offers, suggesting that the brands that come out on top will be the ones that increase the relevance of communication. This will allow for perceived one-to-one engagement, in turn improving the user’s experience with the brand which could then lead to brand recommendations across social media, rather than those for just products which may be available elsewhere.


Shane Atkins
Hello! I want to show you how to get more traffic from blogging, and social media by helping you grow your subscribers and social influence by using a mix of best practices with trail and error. I'm going to be talking about blogging and social media a lot as I love them both 🙂 Want to know more? Check out my about page.
Shane Atkins

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