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Moms with children under age 13 spend 15.2 hours each month on social networks, compared to 8.4 hours men spend using these sites, according to The Hartman Group and MSLGroup North America. More than four in 10 moms (44%) read reader-submitted posts on social networks. Almost one in four moms (23%) contribute their own product reviews, versus 18% of non-moms. Moms are most likely to share reviews when they are impressed or very disappointed. Middling experiences receive little attention, says The Hartman Group.
Moms want two things from food brands online: deals and recipes. Moms continue to be responsible for their families’ shopping (87%) and cooking (84%). Moms are more likely than non-moms to use social media while preparing meals (40% vs. 30%).
Almost six in 10 moms (59%) have searched the Internet for recipes or food preparation tips, compared to 48% of non-moms who have done so. Nearly half of moms (47%) have sent a text message to a friend or family member seeking cooking ideas.
Moms are more likely to learn about food via the Internet than by reading cookbooks or magazines (48% vs. 16%). Some 15% of moms go online to read restaurant reviews, and 16% read food blogs.
Preferred websites for moms seeking meal inspiration ideas include Allrecipes.com (66%), FoodNetwork.com (52%), and Recipes.com (45%).
Sources: MSLGroup North America, Steve Bryant, Director of Food & Beverage, 424 2nd Ave., W. Seattle, WA 98119; 206-313-1588; steve.bryant@publicis-pr.com; www.mslgroup.com.
The Hartman Group, Blaine Becker, Marketing & Communications, 1621 114th Ave. SE, #105, Bellevue, WA 98004; 425-452-0818, x124; blaine@hartman-group.com; www.hartman-group.com.
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