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BizReport : Social Marketing : January 29, 2010

Study: At-home moms more likely to be social

When it comes to engaging moms, the most likely place may be the social network. According to a recent report from the Retail Advertising and Marketing Association (RAMA) at home moms are more likely to be on Facebook, MySpace or Twitter than other moms, by more than 15%.

by Kristina Knight

The study was conducted by BIGresearch.

Here is the breakdown of social network usage:
• At home moms are 60% more
likely to use Facebook

• 42% more likely to use MySpace
• 16% more likely to use Twitter
• 15% maintain their own blogs
"Retailers who aren't engaging customers through social media could be missing the boat," said Mike Gatti, Executive Director for RAMA. "Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones."

Just how often are moms using social networks? A Lucid Marketing study reveals that 80% of Facebooking moms log in at least daily while 30% login more than five times each day. About 40% login from smartphones as well as computers.

Why is Facebook such a hit?

• 90% report its the ease of contacting friends/family
• 26% report they like the apps - games and quizzes

And Facebooking moms are apparently open to marketer contact, but want marketers to take their wants into account. Many online moms are looking for coupons and discounts, so offering exclusive deals or even loyalty programs are one option. Moms also want some interaction, so brands entering the social sphere must not only have a social page but must update and interact through that page often.

Although studies have shown that moms are more likely to trust recommendations by friends, engaging moms with product information is one way to give moms the incentive to ask for product recommendations.

Tags: BIGresearch, Facebook, Lucid Marketing, mom marketing, MySpace, social marketing, social moms, Twitter

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