‘Social Media Moms’ Prevalent in U.S.
America’s moms are diving into social media.
A study conducted for Child’s Play Communications by The NPD Group Inc. found that 79 percent of mothers in the United States with children under age 18 are active in social media.
Purchasing decisions by nearly one-fourth of “social media moms” are influenced by social networking sites or blogs, the study showed.
Forty-three percent of active social media moms—those who use social media sites on a daily basis—have purchased a children’s product based on recommendations on these sites, according to the study.
Active social media moms who bought a children’s product based on a social media recommendation said that, on average, they had done so five times in the past year, according to the study. Fifty-five percent of these moms said they made their purchase because of a recommendation from a personal review blog and 40 percent from a recommendation on Facebook.
“Social media has become an enormous influence on purchasing, and savvy marketers have certainly begun to embrace this vehicle when messaging to moms,” Anita Frazier, industry analyst for The NPD Group, said in a news release. “But many marketers have yet to fully realize the potential of social media and the power of peer group recommendations, which means more opportunities are on the horizon.”
The BlogHer-iVillage 2010 Social Media Matters Study indicated that 73 percent of online women are active social media users.
The study showed that women rely heavily on blogs and message boards when seeking advice and recommendations. For instance, 63 percent of members of the BlogHer network said they depend on blogs, compared with 21 percent of the U.S. online population. When seeking guidance on purchases, the figure was 59 percent for members of the BlogHer network, versus 22 percent of the total U.S. online population.