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BizReport : Social Marketing : April 21, 2013


BabyCenter: 91% of moms use social media

Three years ago, BabyCenter revealed data demonstrating that moms were becoming an online social force to be reckoned with; sought after by brands seeking endorsement and awareness. Today, moms are even more social than ever and many check their networks via mobile phone.

by Helen Leggatt

The online pregnancy and parenting website has just published its 2013 Social Mom Report which shows that moms' activity has increased further - 20% in the last three years. Moms' use of social media is higher than the general public across all the major social networks such as Pinterest, YouTube, Instagram, and even Google+.

In fact, a whopping 91% of moms now use a social media network regularly and it is such an integral part of their lives that "if friends or family don't participate in social media, they are not as much a part of their lives". According to BabyCenter, moms will even check their various social networks before pouring the first coffee of the morning and are four times more likely to check their social networks via a smartphone (89%).

"Today's mom is the most influential and social consumer you'll meet. Before she clicks to buy, she's posted, pinned, tweeted, and shared," said Mike Fogarty, SVP and Global Publisher at BabyCenter.

Moms' social connectivity is great news for retailers. Social media is driving many of their purchases. Over half (59%) of moms buy a product because another mom recommended it on a parenting website, and 44% were influenced to purchase by a friend posting or liking a brand on a social network. Heavy social network users were found to be more likely to shop online for portable devices (91%), garden products (65%), baby supplies (63%), and clothing (61%).

Another major change from BabyCenter's 2010 research is the use of Pinterest, which had only just launched at the time of that report. Image-obsessed moms have enthusiastically embraced the visual social media platform and their use (61% have used Pinterest in the last six months) is nearly double that of the general population.

"For Mom, all social is visual and image-driven - a major difference since our last study," said Fogarty. "Just as television progressed from black and white to color - today's moms expect social media to be an incredibly visual experience."

Image via Shutterstock

Tags: mobile, mom marketing, online shopping, parenting, research, retail, social commerce, social media, social network










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