Mothers are tuned into a variety of social media, but Facebook is chief among them, details Nielsen in a May 2012 blog post. In fact, almost 3 in 4 mothers (27.9 million) who went online from a home computer in March visited Facebook, while roughly one-quarter visited Blogger, making them 27% more likely than the US average to visit the blogging platform. Yet despite their preference for Facebook, many Millennial mothers (born between 1977 and 1994) have a love/hate relationship with the social network, according to May 2012 survey results from Meredith’s Parents Network. For example, on the one hand, 57% of this group feel that it is a waste of their time, while on the other hand, 89% describe their time with the site as “me time.” And while the Nielsen findings indicate that mothers are 38% more likely to become a fan or follow a brand online, 55% of Millennial mothers say they have de-friended companies on Facebook, citing too many messages and ads as their main reason.
Data from the Nielsen blog post indicate that mothers over-index in online shopping for some key categories: they are 35% more likely to have shopped for clothes; 50% more likely to have bought toys; 29% more likely to have purchased music; and 23% more likely to have bought e-books online within the past 30 days.
Becoming a mother also affects purchase decisions for women, says Mintel in May 2012 survey results, with mothers putting an increased emphasis on the safety, value, and nutrition of their common purchases. For example, 56% of mothers who only have children younger than 6 want things to be more durable, while 51% say they question how safe things are for their children. And 46% of mothers with younger kids say a low price has become more important.
Data from the Meredith Parents Network survey, “Moms & Media 2,” indicates that a significant proportion of Millennial mothers use their phone from the bathroom (21%) to the bedroom (12%). This compares with results from a Mobile Marketing Association (MMA) survey also released in May, which found that a majority of Americans take calls while using the bathroom, although only 6% take calls or texts during sex.
About the Data: The Meredith Parents Network data is based on an a survey conducted online by Zeldis Research Associates using a nationally representative sample of moms with children aged 0-12. Fieldwork was conducted from November 18-December 14, 2011 and resulted in 1,041 completed questionnaires. The MMA results are based on a survey of 310 American mobile users.
Subscribe now to receive more charts and articles like this in your inbox. A fast read in a clean, mobile-friendly design.