This month only: Save $100 on PRO with code OCTOBER »

Real-World Education for Modern Marketers

Join Over 607,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Moms More Likely to Use Social Media and Mobile, and to Shop Online

by   |    |  3,333 views

Moms are 20% more likely than the general population to use social media, and 91% now use social media regularly—a 20% increase since 2010—according to a study of moms' online social habits by BabyCenter and comScore.

Moreover, moms expect others to be social as well... so much so, that 22% of moms say if friends or family don't participate in social media, those friends and family members are not as much a part of those moms' lives.

Moms are also more likely than the general population to own smartphones and to shop online.

Below, more findings from the 2013 Social Mom Report.


Moms are more social

  • Moms have greater reach across all major social media platforms, including Facebook, YouTube, Instagram, Twitter, and Google+.
  • 61% of moms say they have used Pinterest in the previous six months, nearly double its 30% usage among the general population.

Moms are mobile

  • Compared with the general population, 49% more moms have smartphones (81% vs. 54%).
  • In a year-over-year comparison, smartphone ownership by moms is up 25% and tablet ownership is up 79%.
  • 89% of moms with smartphones access Facebook on those phones, and moms are four times more likely to prefer to check social media on their smartphones.
  • 45% of moms say they are emailing less and communicating more through social media.

Moms are online shoppers

  • Moms were responsible for 32% of total online spending in the last quarter, despite making up only 18% of the total Internet audience.
  • 78% of moms follow a brand for coupons and discounts, compared with only 55% of the general population.
  • To learn about which brands and products to buy, 73% of moms rely on recommendations from parenting-related social media.
  • Moms report that posts from a friend are 16% more influential than posts from a brand, and that posts from another mom are 55% more influential than posts from a brand.

About the research: The findings of the 2013 Social Mom Report (PDF) were based on an in-depth survey of 1,480 moms and other online adults, social media diaries from 14 new and expectant moms, and behavioral and secondary analysis by comScore of e-commerce habits and social analytics.


Join over 607,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment

Comments

  • by Kirsten Nelson Mon May 6, 2013 via web

    Wow. Very interesting stats here. I'm part of the mobile shopping mom group. Thanks for sharing. Loved the infographics.

  • by Cheryl McCullough Mon May 6, 2013 via web

    I love shopping - especially online!!! I am online almost 24/7 - yes sometimes in my sleep or so I've been told by my husband!!! Fun article :)

  • by Gracious Store Mon May 6, 2013 via web

    I don't know why any mom would think that if her friends and family members are not in social media network, that they are not part of that mom's life

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!