Moms spend more time using social media than women overall or men do, according to MSL Group Americas and The Hartman Group. Women with children age 13 or older spend an average of 18.4 hours per month using social networks, and those with children under 13 spend 15.2 hours per month using them.
Women age 18-64 overall spend 14 hours, and men ages 18-64 spend 8.4 hours using social networks each month. Nearly nine in 10 moms with children under age 13 (88%) have used Facebook in the past 30 days, as have 4% of women overall.
Nearly six in 10 moms with children under age 13 (59%) have consulted online recipes while preparing food during the last 30 days, compared to fewer than half of women without children (48%).
More than half of women with children under 13 (52%) and 50% of those with children 13 and older have smartphones, compared to 45% of women with no children.
Moms with children under 13 are more likely than women without children to call or text-message members of their households while shopping to ask about items they need to buy: 46% of moms have called and 40% have texted in the past 30 days, compared to 36% and 25%, respectively, of women without children.
Moms with children under 13 are more likely than women overall to use their smartphones to compare prices while shopping in retail stores.
Fewer than one in 10 women (9%) have scanned QR codes with their mobile phones while shopping in stores. Among those who have done so, the most common reasons are to compare prices (52%) and get coupons (40%).
Sources: “Clicks & Cravings: Social Media & Mom,” MSL Group Americas and The Hartman Group. MSL Group Americas, Steve Bryant, Director, Food & Beverage, 424 Second Ave. W., Seattle, WA 98119; 206-313-1588; steve.bryant@mslgroup.com; www.mslgroup.com.
The Hartman Group, Blaine Becker, Senior Director, Marketing & Business Relations, 3150 Richards Rd., #200, Bellevue, WA 98005; 425-452-0818, x124; blaine@hartman-group.com; www.hartman-group.com.
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