Table - Millennial Moms’ Shopping Attitudes & Behaviors

2 in 3 Millennial mothers (aged 18-29 with kids under the age of 18) have made a purchase online in the past 12 months, most commonly clothing or accessories (40%), books (28%) and toys or games (23%),  according to new data released by Scarborough. In its profile of these young mothers, the researchers delve into shopping attitudes that set them apart from the average mother, finding them more likely to treat social media as an important medium for supporting brands and finding discounts.

Among mothers with access to the internet, those of the Millennial variety are 78% more likely than average to think that social networking is very important for showing support for their favorite brands, and 47% more likely to think that social networking is very important for receiving exclusive offers, coupons and other discounts. Read the rest at MarketingCharts.