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BizReport : Social Marketing : October 21, 2011


More than 20 million moms on Facebook

Businesses targeting mothers with children under the age of 18 might be interested in new research from eMarketer that shows more than 20 million US mothers are now using Facebook.

by Helen Leggatt

eMarketer's latest figures show that 23 million US mothers age 18 and over with children under the age of 18 in their household use the social network. That's two-thirds of all US online mothers.

Social media is an ideal environment for mothers, particularly busy new mothers, as this demographic spends a lot of time researching products and discussing them with other mothers. Brands targeting mothers can use social networks like Facebook to engage and build loyalty with this information-seeking group.

eMarketer's estimates show that, as of 2011, mothers make up 17.9% of all US social network users and 17.4% of Facebook users. However because penetration is already high growth in the next few years will be slower and will actually lose share over time.

By 2013, eMarketer estimates, 16.1% of US Facebook users will be mothers with children in the home, while 17.1% of all US social network users will be mothers.

A recent joint study from the Direct Marketing Association and Mom365 had similar results. It found that 84% of new mothers use Facebook, with 72% 'Liking' brands.






Tags: brand marketing, consumer loyalty, consumer targeting, Facebook, moms, product research, social networking








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