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.
