Women and mothers are becoming increasingly active and influential in social media, according to an October 2011 study by NM Incite and Nielsen. Data from the study indicates that mothers who actively participate in social media are 81% more likely than the general population to become a fan of or follow a brand online, 86% more likely to post a status update, and 84% more likely to comment or post content. Meanwhile, social mothers readily share advice and reviews online: they are 85% more likely than the general population to share frequent advice about beauty and cosmetic products, 28% more likely to to provide frequent advice about online shopping, and 6% more likely to post a product review.
Social Moms are Cost-Conscious
According to the study, social mothers tend to be cost-conscious, being 56% more likely than the general population to download coupons. They are also more likely to shop online for CPG products than other product categories, and significantly more likely to shop online for cosmetics (86%), skincare products (85%), hair care goods (74%), and fragrances (68%).
1 in 2 Access SocNets with Mobiles
Mothers are active mobile users too: 50% of social mothers actively participating in social media access platforms via mobile devices, about 25% more than females overall (39%), and 35% more than the general population (37%).
Scarborough: Mom Bloggers Avid Media Consumers
“Mom bloggers,” defined as women who have at least one child in their household and have read or contributed to a blog in the past 30 days, are 38% more likely than all mothers to have visited a broadcast TV website in the past 30 days, and 51% more likely to have visited a newspaper website in that time, according to an October 2011 study from Scarborough Research. Data from the study indicates that blogging mothers are 20% more likely to listen to news radio than all mothers, while almost six in 10 (58%) watch the local TV news. In the past 30 days, the vast majority (90%) have visited a social networking site, while more than two-thirds (70%) have paid bills online and close to half (46%) have browsed the web for coupons.