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Moms' Favorite Social Networks & Blogs [CHART]
Mothers are tuned into a variety of social media, but Facebook is chief among them, details Nielsen in a May 2012 blog post. In fact, almost 3 in 4 mothers (27.9 million) who went online from a home computer in March visited Facebook, while roughly one-quarter visited Blogger, making them 27% more likely than the US average to visit the blogging platform. Yet despite their preference for Facebook, many Millennial mothers (born between 1977 and 1994) have a love/hate relationship with the social network, according to May 2012 survey results from Meredith’s Parents Network. For example, on the one hand, 57% of this group feel that it is a waste of their time, while on the other hand, 89% describe their time with the site as “me time.” And while the Nielsen findings indicate that mothers are 38% more likely to become a fan or follow a brand online, 55% of Millennial mothers say they have de-friended companies on Facebook, citing too many messages and ads as their main reason. Read the rest at Marketing Charts.
Millennial vs Gen X Mom's Childrens' Tech Use [CHART]
Another survey conducted in July 2011 by BlogHer and The Parenting Group dovetails with Mom Central’s findings. Some 33% of Gen Y and 20% of Gen X moms who use the internet told BlogHer that their children had used smartphones by age 2. Slightly higher percentages of moms said their children age 2 or younger had used mobile phones and laptops. Read the rest at eMarketer.
Mobile Tech Babysitters [CHART]
A Mom Central Consulting survey from January 2012, for example, found that 39% of US mothers who use the internet, have a mobile phone that they pass on to their children to keep them engaged during a car trip. Only the Nintendo DS and the car DVD player or video were used more often to keep kids engaged during car travel (at 40% and 47%, respectively). And just over one-quarter of the moms surveyed shared their iPads with their kids. Read the rest at eMarketer.
Moms' Social Brand Engagement [CHART]
Mothers aren’t only more likely to discuss and pass on brand information, they’re also more apt to engage with the brands themselves. A greater proportion of mothers than other women said they had liked a post (52% vs. 37%), read company or brand posts in their newsfeed (45% vs. 32%), and made a comment on a post (30% vs. 20%). They were also more likely to have said they visit company or brand Facebook pages (43% vs. 30%) and visit company or brand websites through Facebook links (37% vs. 26%).
And social networks don’t only influence mothers to visit webpages, they also influence them to convert: 42% said they had made a purchase as a result of a recommendation on a social networking site. By comparison, 29% of the other women said they had made a purchase as a result of a recommendation, while according to a March 2012 report from Sociable Labs, 1 in 4 online shoppers, who shop at least quarterly online and login to their Facebook account at least monthly, have made a purchase based on a social recommendation. Read the rest at Marketing Charts.
Mommy Brand Fan Behavior [CHART]
Mothers are more likely than other women to be brand ambassadors on social networking sites, details Performics in April 2012 survey results. Looking at the behaviors of almost 3,000 women who accessed at least one social network on a regular basis, Performics found that mothers were 34% more likely than other women to recommend companies and brands via social networking sites (59% vs. 44%), 25% more likely to talk about companies and brands they follow on Facebook (61% vs. 49%), and almost 50% more likely to discuss them on social networking sites after seeing an ad elsewhere (49% vs. 33%). This is likely a reflection of the finding that almost two-thirds of mothers believe they can influence companies by voicing their opinions on social networks. Read the rest at Marketing Charts.
Shopping Channels Used By Mothers [CHART]
BabyCenter reflected these findings in an August 2011 survey, "Shopping Rituals of the American Mom," which also demonstrated that online activities related to shopping are important to moms. New-mom status made women more aware of value and quality, both research studies indicated. Read the rest at eMarketer.
Moms Prefer eTailing [CHART]
Two recent studies verify this truism by showing that women spend less time with media outlets such as TV and magazines—but more time online—after becoming a mom. An Eric Mower and Associates survey, for example, found that more than half of new mothers spend less time watching TV (59%) and reading magazines (55%), and that 59% also spent less time shopping in stores. The percentages are similar for moms as they have more children or their kids get older.
When asked about time on the internet, however, the balance was more even: 25% of moms spent more time online while 29% spent less. For online shopping specifically, digital won out, with more than a third of mom internet users spending more time on ecommerce than before. Read the rest at eMarketer.
More Mobile Moms [CHART]
Moms are more likely than the general population to own a smartphone, according to research from BabyCenter, and their usage of the mobile internet skyrocketed between 2009 and 2011. Now nearly two in three mothers with a mobile phone uses the mobile web regularly, giving marketers a major new touchpoint for a group of women that represents an estimated $2.4 trillion in annual buying power, according to BSM Media. Read the rest at eMarketer.
