Wired for Sharing

Social Moms Study

Methodology
One of the largest studies examining the online activities of moms.
ShareThis identified 200,000 moms aged between 25 - 54, with children in the household, married, separated or single. While brands have long understood that moms are connected and influential, this research explores the intricacies of how moms are sharing online, what social channels they are using the most, and how much influence they have when sharing content with others. We examined their online behavior across the 2.4mm sites in the ShareThis network over a one-month period, analyzing over 1mm social signals. Finally we benchmarked their behavior against the general population averaged from the 200mm users in our network.

Just how social are moms?

Moms are 3x more social than the average user.
We found that 30% of the moms in our segment shared content during the 30 day monitoring period, compared to the network average of 10%

Somebody compliments my husband and he says, thanks. If the same thing happens to me, theres a half an hour conversation about where I got the shoes and how I did my hair.

- Jill Smokler Scary Mommy

Moms are most likely to share content about parenting, followed by movies & TV. Together these comprise 1/3 of all shares by moms.

2%

BEAUTY EDUCATION PETS HOME & GARDEN TRAVEL

2%

2%

2%

2%

What do moms share?

3%

MONEY & FINANCE SPORTS MUSIC HEALTH & FITNESS CULTURE/RELIGION SCIENCE FOOD & DRINK

4%

4%

3%

3%

3%

3%

6%

CASUAL/ONLINE GAMES ELECTRONICS SHOPPING

6%

6%

POLITICAL HEALTH

6%

10%

TECHNOLOGY

15%

MOVIES & TV

18%

PARENTING

How does their sharing differ from their browsing?

While nearly 20% of their shares are about parenting, it is only 9% of consumption. By contrast, online games represent nearly 10% of all content consumption but only 5% of sharing.
22%

10%

9%

8% 6% 6% 5% 5% 4% 4% 3% 3% 3%

2%

2%

2%

2%

1%

1%

$
MOVIES & TV CASUAL/ONLINE GAMES PARENTING MUSIC SPORTS SCIENCE TECHNOLOGY MONEY & FINANCE HEALTH & FITNESS FOOD & DRINKS EDUCATION POLITICAL HEALTH PETS ELECTRONICS SHOPPING CULTURE/RELIGION BEAUTY TRAVEL HOME & GARDEN
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Where do moms differ from the general population?

For this analysis, we calculated where the biggest differences lay between moms sharing and the general population.
Percent difference in sharing volume (moms vs. general population)
286% LIFT

100%
MOMS

90%
GENERAL POPULATION

80% 70% 60% 50% 40% 30% 20% 10% 0%

MUSIC JEWELRY SCIENCE EDUCATION PETS HEALTH PARENTING CLOTHING FOOD & DRINK BEAUTY 388% LIFT 338% LIFT 336% LIFT 314% LIFT 304% LIFT 287% LIFT

242% LIFT 226% LIFT

274% LIFT

Where do they share?

FACEBOOK PINTEREST TWITTER EMAIL STUMBLE UPON REDDIT BLOGGER TUMBLR

GENERAL

56%

12%

10%

7%

5%

4%

3%

3%

MOMS

34%

29%

6%

7%

14%

4%

5%

1%

For moms, Pinterest is like a snapshot of the perfect life, and its very easy to get lost for hours looking at all the beautiful pictures.
- Jill Smokler Scary Mommy

How influential are they?

Moms are 8.22% more influential than the general population.

Moms generate 9.5 clicks per piece of shared content.

Compared to the population average of 8.75, this means moms are 8.22% more influential than the average user.

Moms value fellow mothers opinions more than those of other people because they can relate to them more. When I find something I love, I share it, when I find something I hate, I share it. Just like in everyday life.
- Jill Smokler Scary Mommy
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When do they share?

Moms are most likely to share content at 3pm, after lunch, before the kids get home from school -- in contrast to 8pm which is the most active time for the general population.

Moms

General Population

12

10

11

12

10

11

HOURS OF THE DAY

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Which States have the most social moms?

Moms in East Coast and Mid-West States are more likely to share content than their fellow moms on the West Coast.
This chart is calculated by dividing on the total volume of shares from that State by its population, to give us a sharing rate by State.

ND SD

VT NY MA RI IL KS DC

Parents are passionate about being parents and so its natural they want to share this with everybody they know.
- Jill Smokler Scary Mommy

What does this mean for marketers?

Moms are highly active on social networks and are heavy sharers so a social strategy is key to connect with modern moms.
Moms are influential, so messaging these users can create significant pass-along (word of mouth) value. Parenting and entertainment content are two of the most shared types of content by moms and so creating experiences around these areas will generate more engagement. Moms are disproportionately high users of Pinterest use social channels efficiently and go beyond Facebook and Twitter to engage moms where they are sharing content. The best time to reach moms through social media is around 3pm, after lunch, before school is out. Moms in the East Coast and Central regions are more likely to share content than West Coast moms.

Everyday, we see more and more leading brands explore new ways to both identify and engage influential women online, said Megan Calhoun, founder and CEO of SocialMoms.com, a network that helps connect brands to its network 45,000 influential social media personalities and bloggers. The strategy may be proven, but the key to success still revolves around authentic and engaging content that begs to be shared and earns its way into conversation.
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About ShareThis
ShareThis powers the social web, touching the lives of 95 percent of U.S. Internet users across more than two million publisher sites and 120+ social media channels. It makes content more engaging for publishers and marketing more effective for brands by tapping into the purest expression of interest-based social activity. ShareThis is the company for those wanting to make the world more connected, trusted and valuable through sharing. Based in Palo Alto, CA, the company is privately held. Contact Information: ShareThis 646-396-6977 marketing@sharethis.com www.sharethis.com | Twitter: @ShareThis | ShareThis Facebook | ShareThis Blog

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About DigitasLBi
DigitasLBi, the leading, most complete global digital agency network, partners with some of the foremost marketers and brands in the world. Also a top ten global agency, DigitasLBi comprises of 5,700 best-in-class digital and technology experts in 25 countries around the world. In 2012, Digitas and LBi received a combined total of over 200 awards globally including two Cannes Lions Grand Prixs and SXSW Peoples Choice Award. Digitas was also recently named OMMA Agency of the Year 2012 and LBi UK Digital Agency of the Year 2012 by Marketing magazine. Digitas USA operates the brand content platform, The Third Act: producers of first and most well renowned event on digital content, The NewFront. With sister agencies Starcom MediaVest Group, ZenithOptimedia, Denuo and Razorfish, DigitasLBi is a member of Publicis Groupe. Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the worlds third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe offers local and international clients a complete range of advertising services. Web site: www.publicisgroupe.com

www.digitas.com | Twitter: @Digitas | Facebook: Digitas Fan Page | Blog: Digitas Distillery
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