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.
Continue reading "Social Media Influences Moms' Purchasing Decisions" ... Read the full article
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