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

by Ayaz Nanji  |  
May 6, 2013

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.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • 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

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