By Maria Valdez Haubrich
If you’re marketing to moms, you need to know where Mom is spending her time—and increasingly, that’s on social media, according to BabyCenter’s 2013 Social Mom Report, conducted with comScore.
From new moms to mothers of teens, social media is an essential part of Mom’s day no matter what stage of parenting she’s in. The study found mothers are 20 percent more likely than the general population to use social media, with a whopping 91 percent of moms reporting they use social media regularly–up 20 percent since the prior study was done in 2010. In fact, more than 2 in 10 moms say that friends or family who don’t take part in social media are not as much a part of their lives as those who do.
There are many reasons moms on social media are desirable customers, but a big one is that these moms are more likely to shop online than those who don’t use social media. Overall, moms accounted for 32 percent of total online spending in the last quarter, even though they make up just 18 percent of overall Internet users.
What are moms buying online? Home and garden products, baby supplies and clothing were the most popular items, cited by more than 60 percent of moms.
Moms are relying on social media more than ever, with nearly half of them saying they’re emailing less frequently than in the past because they are communicating via social media instead. When they need information fast, more than 6 in 10 moms turn to social media. Nearly three-fourths say they rely on recommendations from social media when they’re researching products or deciding what brands to buy.
With their busy lives and reliance on social media, it’s no surprise that moms are going mobile when it comes to social media. Nearly 9 in 10 moms who have smartphones use Facebook on their phones. In addition, moms are more likely than the general population to own smartphones (81 percent compared to 54 percent). Moms’ smartphone ownership is growing by 25 percent and tablet ownership is growing by 79 percent year over year.
Of particular interest if you’re trying to attract moms on social media, 61 percent of them use Pinterest—more than twice the percentage of the general population that uses it (30 percent). Moms also care a lot about getting deals—78 percent of them say they’ll like or follow a company on social media in return for discounts or special offers, compared to just 55 percent of the general population that do so.
Image by Flickr user qthomasbower (Creative Commons)