S-Net Social Media Study: Moms Significantly More Active than other Women on Social Networks

Moms 75% more likely than other women to trust information from companies on social sites & 45% more likely to base their purchasing decisions on peer recommendations

Performics released today findings from “S-Net: A Study on Social Media Usage & Behavior.” The study of nearly 3,000 active U.S. social networkers highlights mothers as more versatile, present, active and engaged users of social networking sites, compared to other women.

According to the study, mothers are approximately 61% more likely than other women to own a smartphone. They are also more likely to be active on social networking sites; for example, they are 16% more likely to visit Facebook daily and 46% more likely to visit Google + daily. Additionally, they are 75% more likely than other women to trust information they receive from companies through social networking sites.

“Moms continue to take advantage of the little spare time they have by utilizing all the tools at their disposal.  This includes their mobile devices and social networks,” notes Daina Middleton, Global CEO of Performics. “Increasingly, as a segment of the social networking population, moms perception is their voice can be leveraged to influence, participate with, and promote brands.”


The study shows that moms, more so than non-moms and the general public, trust brands on social sites and often look to that interaction as the primary point of contact. Given that mom bloggers, a sub category, control more than two trillion dollars worth of purchase power, this is a significant finding.

For example, they are 45% more likely to make a purchase as a result of a recommendation on a social networking site than other women. In fact, the top industries most affected by this behavior include:

  • Apparel: Moms are 54% more likely to make an apparel purchase
  • Automobile: Moms are 64% more likely to make an automobile purchase
  • Travel: Moms are 46% more likely to make a travel purchase

The data also shows that moms actively champion their favorite companies and brands on social media. These “mombassadors” are more likely than other women to:

  • Recommend companies/brands via social sites (34%)
  • Discuss companies/brands on social sites after seeing an ad elsewhere (48%)
  • Talk about companies/brands they follow on Facebook (24%)
  • Link to a company/brand ad (23%)
  • Post a company/brand ad (53%)
  • Post interesting or relevant content about a company/brand (50%)

“Brands have an opportunity to motivate moms to participate through their social media properties,” adds Middleton. “In this age of participation, moms expect a constructive, two-way relationship. To stay current, build loyalty and, in many cases, drive sales, brands must provide that meaningful connection with their customers.”

For a summary of findings and accompanying infographic, visit Performics on slideshare:
Summary Deck
Infographic

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