By: Sylvie Dale
Source:  http://advancesearch.tumblr.com/post/21647237359/social-media-study-companies-should-court-moms

Mothers are 75% more likely than other women to rely on company information on social sites like Facebook and Google+, and they are 45% more likely to make a purchase based on comments and shares of other mothers online, a recent study from Performics concluded.

The April 12 findings from “S-Net: A Study on Social Media Usage & Behavior,” point to the unique online networking skills and preferences of a group of Americans which also inspired the term “mom bloggers” or “parenting bloggers”. The study looked at the behavior of almost 3,000 active users of online social sites.
More highlights from the study, which compared mothers to other women who are active in social media:

  • 61% more likely to own a smartphone
  • 16% more likely to visit Facebook every day
  • 46% more likely to visit Google+ every day
  • 54% more likely to make an apparel purchase (as a result of a share or post)
  • 64% more likely to make an automobile purchase (as a result of a share or post)
  • 46% more likely to make a travel purchase (as a result of a share or post)

“Increasingly, as a segment of the social networking population, moms’ perception is their voice can be leveraged to influence, participate with, and promote brands,” Daina Middleton, Global CEO of Performics said.

According to “Monetizing Mommy-hood”, a documentary by cbcradio’s Ira Basen, this subset of the American population influences as much as $2 trillion of the consumer market.

“Mommy bloggers have redefined marketing. Mothers, surveys tell us, control over $2 trillion dollars of purchasing power in the U.S.,” Basen said in the documentary. “The way for companies to reach this $2-trillion-dollar market today is through social media, through Facebook, Twitter and blogs.”

(above) Industry by industry, moms who are active in online social networks are more likely than other women who are active in social networks to share about brands and make purchase decisions based on what they read, according to the Performics study.

Mothers who are active in social media also are more likely to recommend brands using social sites, post or share about companies on social sites, and talk about companies or brands they “Like” on Facebook, the Performics study stated.

What can businesses do to attract this valuable subset of the population? Participation and interaction with them on the right social networks is crucial.

“In this age of participation, moms expect a constructive, two-way relationship, Middleton said. “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:
http://www.slideshare.net/performics_us/SNet-Social-Media-Moms-Summary-April-2012
http://www.slideshare.net/performics_us/SNet-Social-Media-Moms-Infographic-April-2012
Read more about cbcradio’s documentary:
http://www.cbc.ca/thesundayedition/coming-up/2012/01/03/coming-up—-monetizing-mommy-hood/

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