ROIALTY recently launched services that provide first in-class analysis on the “Digital” Moms Audience.

This article provided an overview on all of our services pertaining to  Babycare Solutions but now we’re going to depict our babycare audience analysis created with OneTarget product.


First of all, let’s see how we can create a digital audience.


You first have to ask yourself, what characteristics should  your audience have? How could you select “moms”? Our Twitter based babycare audience is built by sampling followers of brands specialized in products from the time of pregnancy to the first three years of the child’s life within the Italian, British and US markets.

OneTarget can also be used to  create audiences encompassing a wide range of needs such as: deciding to use followers from one or more Twitter accounts, having users who interacted with one or more specific Facebook or Twitter accounts, individuals who used precise  keywords or hashtags, and users who interacted with specific contents. On the other hand, we are also able to create digital audiences from the “likes” feature on a Facebook page, but this does  require the application of a Social Login.

When analyzing the demographics sector in Figure 1 below,  we discovered that 70% are comprised of females, and almost 45% of the users are between the age of 25 and 34.  This statistic was not an unexpected find for us  but as we dig a little deeper, we’re able to unlock the users interests, passions and behaviors as well with Roialty’s OneTarget.



Digital Audience


Figure 1 Demographic insights about an international Babycare audience


OneTarget can be used to filter out Great Britain and Northern Ireland by interpreting the requested information about location directly from their Twitter profiles.

As you can see from Figure 2, British moms are very interested in Family and Parenting, food and drink, business, style and fashion, and health and education.  We concluded these results might hold true for British mother’s but are vastly different for Italian moms. This observation is divulged below in Figure 3’s  comparative table.


Social Interests


Figure 2 British moms’ interests

Profile Interests

Figure 3 British moms’ vs Italian moms’ interests

When it comes to a moms’ digital behaviour, which accounts should we consider when setting up an adv campaign?


We also have to decide which influencers and type of contents  to engage them with.

We can get useful insights by exploring the top: followed users, influencers (which are considered the top interacted accounts) and contents. The top followed and influencer sections will indicate where to target an adv campaign.  However, the top contents section will suggest which kind of messages and images are more applicable with our audience. This feature can also bring to light the promotional  strategies your competitors are posting and commenting about.

For instance, what can we uncover by exploring mothers’ food and drink interests? As you can see from figure 3 you will find top tv programmes, magazines,  brands that aren’t normally addressed to moms but are  surely appreciated by moms. This outlet  can be used to improve adv planning and as a guide to decide which  brands should be included in possible partnership or co-marketing initiatives.

And, of course, we can discover blogger moms who have published content about this subject matter.


Top Influencers Moms

Top Interacted Moms


Figure 4 Top Followed and top interacted accounts in the category “Food and Drink” for British Moms


Last but not least, what kinds of content should we use to engage moms?


WordCloud Digital Audience

Figure 5 Top Hashtags for British Moms

As provided by the contents section (Figure 5): competitions, win and giveaways are all relevant on moms’ digital behaviour. This analysis demonstrates strong evidence that moms spend time to save money and catch winning opportunities. OneTarget, however, does give you the chance to filter categories, hashtags and accounts in order to get enriched insights on improving the editorial strategy on social channels in relation to emotional and informative contents.

Some insights include depicting the top contents listed in the family and parenting category, but yet have nothing to do with contests, as we see in Figure 6.


Contents Baby Care


Figure 6 Top contents in Family and Parenting Category

You can explore moms’ behaviour as if they were a homogeneous group, but moms are not the same!  The point is someone is always younger, older, more interested in fashion, someone is definitely green.. This is why OneTarget is so effective because it automatically suggests clusters, and offers the opportunity to create more personalized segments. This feature is huge when comparing which outlet to take advantage of when addressing your customers.


Please try our service for free Roialty OneTarget Babycare.