According to a Retail Advertising and Marketing Association survey conducted by BIGresearch, women with children at home are more likely to use Facebook, MySpace, and Twitter than average adults. Additionally, 15.3% maintain their own blog.
BIGresearch’s Simultaneous Media Usage Survey was compiled for the Retail Advertising & Marketing Association, a division of the National Retail Federation. The survey polled 4,206 moms and 22,624 adults 18+, and found that 16.5% of moms use Twitter (vs 15%), 42% use MySpace (vs 34%) and 60% use Facebook (vs 50%).
Moms like to share: 93.6% of mothers regularly or occasionally seek the advice of others before buying a service or product and 97.2% said they give advice to others about those products or services they purchased.
In strong support of the BIGresearch survey, another recent report by Lucid Marketing and Lisafinn entitled “Marketing to Moms on Facebook” finds that social media such as Facebook are occupying an increasingly large share of marketers’ attention because of the potential to reach a wide audience through friend-to-friend referrals that inspire trust.
Facebook says the study, is especially attractive to marketers trying to connect with moms, because moms’ limited time and fragmented attention make it crucial to market to them in ways that fit into their lifestyles and habits.
More than eight in 10 moms who use Facebook log on daily, and three in 10 log on five or more times a day. More than four in 10 log on from their cell phone/iPhone/Blackberry device at least some of the time.
More details on both studies at MediaPost.
