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Social Media Influences Moms' Purchasing Decisions

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Mothers are more present, more active, and more engaged users of social networking sites than other women, according to a study by Performics.

Moreover, moms are 45% more likely than other women to say they have made a purchase as a result of a recommendation via a social networking site (42% vs. 29%).

Overall, moms are more active than other women with Facebook:

  • Moms are 16% more likely than other women to visit Facebook daily (85% vs. 73%).
  • Moms are 26% more likely than other women to say their Facebook account is important (68% vs. 54%). 
  • Moms are 38% more likely than other women to purchase from those brands they "like" on Facebook (44% vs. 32%). 

Below, additional findings from the study titled "S-Net: A Study on Social Media Usage and Behavior" by Performics.


Moms as Consumers

The industries most affected by moms' purchasing behavior include the following: 

  • Apparel: Moms are 54% more likely than other women to make an apparel purchase.
  • Auto: Moms are 64% more likely than other women to make an automobile purchase.
  • Travel: Moms are 46% more likely than other women to make a travel purchase.

Moreover, moms are more likely to make such purchases because of a recommendation via social networks:

  • Apparel: Moms are 118% more likely to make an apparel purchase based on a social media recommendation (35% vs. 16%).
  • Auto: Moms are 180% more likely to make an auto purchase based on a social media recommendation (28% vs. 10%).
  • Travel: Moms are 87% more likely to make a travel purchase because of a social media recommendation (28% vs. 15%). 

Moms as Brand Champions

Moms actively champion their favorite companies and brands via social media sites.

These so-called "mombassadors" are more likely than other women to...

  • Recommend companies/brands via social sites (59% of moms vs. 44% of other women).
  • Talk about companies/brands they follow on Facebook (49% of moms vs. 33% of other women).
  • Link to a company/brand ad (52% of moms vs. 40% of other women).

Similarly, moms are more likely than other women to read brand posts (45% vs. 32%) and visit brand pages on Facebook (43% vs. 30%).

In addition, moms are more likely than other women to believe they can influence companies by voicing opinions on social networks (63% vs. 56%).

Mothers are also more likely than other women to own a mobile device:

  • Moms are 61% more likely than other women to own a smartphone (50% vs. 31%).
  • Moms are 80% more likely than other women to own a tablet (27% vs. 15%).

About the data: Findings are from a survey of nearly 2,998 active US social networkers, conducted in December 2011, conducted by ROI Research on behalf of Performics.


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