Getting to Know (and Like) the Social Mom

Posted: 07/01/2012 in Social Networking/ Social Media
Tags: , ,

 Nielsen’s recent Women of Tomorrow study highlighted not only the growing influence women have on purchasing decisions, but also provided insight into their behavior across social media. A key finding from this research illustrates that “social moms” (defined as females with at least one child who actively participate in social networking) are quite influential. A new study by NM Incite and Nielsen provides additional context on social mom’s content trends, shopping tendencies and overall social media engagement.


How Social Moms Access Content
 The social mom is highly active in accessing social networks via mobile devices. Fifty percent of all moms actively participating in social media access platforms via mobile devices, in comparison to 39 percent of females overall, and 37 percent of the overall population in general.

How Social Moms Shop
 Social moms tend to be cost-conscious, being 56 percent more likely to download coupons than the general population. They are also more likely to shop online for CPG products than other product categories, with the research showing that 86 percent are more likely to shop online for cosmetics than the general public, as well as skincare products (85%), hair care goods (74%) and fragrances (68%).

Social Moms: Likes and Dislikes
 The growing influence of women and moms is increasingly apparent, and so too is their level of activity in social…


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