6/1/13
More than nine in 10 moms (91%) regularly use social media, up 20% from 2010, according to BabyCenter. In fact, social media is so important to moms that 22% disengage from friends and family members who don’t use social media.
Moms were responsible for 32% of total online spending in the 1Q 2013.
Nearly nine in 10 moms with smartphones (89%) access Facebook with these devices. More than six in 10 moms (61%) have visited Pinterest in the past six months, compared with 30% among the general population who have visited the site. Almost half (45%) are emailing less in favor of social media.
Facebook remains moms’ dominant network. More than nine in 10 (91%) have visited the site in the past six months, with 92% specifically sharing childhood and parenting milestones. Six in 10 (60%) say they feel closer to friends who post regularly.
Three in four moms using Facebook follow a brand for coupons and discount, and 73% rely on recommendations from parenting social media. Posts from a friend are 16% more influential to their purchases than posts from a brand, and posts from another mom are 55% more influential than posts from a brand.
SOURCE: BabyCenter, Mike Fogarty, SVP, Global Group Publisher, 163 Freelon St., San Francisco, CA 94107; 415-537-0900; solutions@babycenter.com; www.babycenter.com.
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