Moms More Likely to Use Social Media

and Mobile, and to Shop Online

Moms are 20% more likely than the general
population to use social media, and 91% now
use social media regularly—a 20% increase
since 2010—according to a study of moms'
online social habits by BabyCenter and
comScore.

Moreover, moms expect others to be social as

well... so much so, that 22% of moms say if
friends or family don't participate in social
media, those friends and family members are not as much a part of those moms' lives.

Moms are also more likely than the general population to own smartphones and to
shop online.

Below, more findings from the 2013 Social Mom Report.

Moms are more social

• Moms have greater reach across all major social media platforms, including
Facebook, YouTube, Instagram, Twitter, and Google+.
• 61% of moms say they have used Pinterest in the previous six months, nearly
double its 30% usage among the general population.
Moms are mobile

• Compared with the general population, 49% more moms have smartphones
(81% vs. 54%).
• In a year-over-year comparison, smartphone ownership by moms is up 25%
and tablet ownership is up 79%.
• 89% of moms with smartphones access Facebook on those phones, and moms
are four times more likely to prefer to check social media on their
smartphones.
• 45% of moms say they are emailing less and communicating more through
social media.

Moms are online shoppers

• Moms were responsible for 32% of total online spending in the last quarter,
despite making up only 18% of the total Internet audience.
• 78% of moms follow a brand for coupons and discounts, compared with only
55% of the general population.
• To learn about which brands and products to buy, 73% of moms rely on
recommendations from parenting-related social media.
• Moms report that posts from a friend are 16% more influential than posts from
a brand, and that posts from another mom are 55% more influential than posts
from a brand.