This post and infographic originally appeared on the Nielsen blog Nielsen Wire here. It is reused here with permission.
Moms are often at the center of their family’s offline life, so it’s little surprise that they’re also at the center of many of the biggest trends online as well. Whether to look up the latest product reviews or to connect with friends, families and even brands through social networks, American moms are particularly active and influential online.
American moms use social media frequently, with nearly three out of four moms visiting Facebook in March. When using social media, moms are 38 percent more likely to become a fan of or follow a brand online, and moms who blog are more than twice as likely to follow brands and celebrities compared with the online average.
Moms visit blogs more often, and are 27 percent more likely to visit Blogger and 26 percent more likely to visit WordPress.com than the general online population. In fact, about one in three bloggers are moms, and 52 percent of bloggers are parents with kids under 18 in their household.
Shopping and Surfing
To help save time and money, many moms shop online; moms are 35 percent more likely to shop for clothes than the general online population, 50 percent more likely to buy toys, 29 percent more likely to buy music, and 23 percent more likely to purchase e-books online within the past 30 days. When browsing the web, Pinterest is increasingly popular as well, with almost 5 million American moms visiting the site, representing more than a third of its unique visitors from home computers in March.
According to an earlier study by NM Incite, at least half of moms use social media via mobile devices, compared with 37 percent of the online population. Overall, 54 percent of moms own smartphones (among U.S. mobile subscribers), keeping them connected with family and friends.
Nielsen Holdings N.V. is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen is holding an upcoming webinar, The American Media Mom: Always-On, In Control, and Changing the Rules for Marketers