S-Net: A Study in Social Media Usage & Behavior            “Social Media Moms”                    April 2012              ...
Understanding Moms’ Attitudes & BehaviorsMoms are more likely than other women to: Own a smartphone (50% vs. 31%) and a t...
Moms Are More Active on Social Networks Moms have been members longer, engage with their network more frequently,  and va...
Moms are More Socially Engaged More likely to be very/extremely likely to take action (e.g., watch video, comment, share,...
“Mombassadors”:Empower, Engage on Behalf of Brands Moms are more likely than other women to: Recommend companies/brands v...
Moms Show Stronger Due Diligence and LoyaltyMoms are more likely than other women to:   Learn about a product or service ...
Gamification: Moms Go Mad for Sweeps & DrawingsMoms are more likely than other women to: Have already participated in com...
Moms                                                  Have Discussed                                                      ...
Study Methodology   Thirty minute online survey   Respondents must access at least one social network regularly   Sampl...
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Snet Social Media Moms Summary April 2012

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Snet Social Media Moms Summary April 2012

  1. 1. S-Net: A Study in Social Media Usage & Behavior “Social Media Moms” April 2012 1
  2. 2. Understanding Moms’ Attitudes & BehaviorsMoms are more likely than other women to: Own a smartphone (50% vs. 31%) and a tablet (27% vs. 15%) Consider themselves proficient/expert at using social networks (56% vs. 36%) Say their use of Facebook via a mobile phone will increase (33% vs. 19%) Believe that consumers can influence companies by voicing opinions on social networks (63% vs. 56%) Desire more frequent communications with brands via Facebook (38% vs. 28% want to receive communications more than once a week) Say social network based communications from companies/brands are replacing other communication channels (56% vs. 45%) 2
  3. 3. Moms Are More Active on Social Networks Moms have been members longer, engage with their network more frequently, and value their social networks more than non-moms. Moms are more likely than other women to:  Visit Facebook at least daily (85% vs. 73%)  Have had a Facebook account for more than one year (82% vs. 76%)  Say their Facebook account is very/extremely important to them (68% vs. 54%) Moms are more likely than other women to:  Visit Google+ at least daily (54% vs. 37%)  Say their Google+ account is very/extremely important to them (64% vs. 52%) 3
  4. 4. Moms are More Socially Engaged More likely to be very/extremely likely to take action (e.g., watch video, comment, share, etc.) when a friend posts something about a company/product on a social site (32% vs. 29%) More likely to trust information they receive from companies / brands through social sites more than they trust information obtained elsewhere (42% vs. 24%) Moms Non-Moms “Like” a post 52% 37%For the companies/ Read company/brand posts in my newsfeed 45% 32%brands you follow on Read comments others have made on company/brand posts 41% 31%Facebook, how often Visit company/brand FB pages 43% 30%do you do each of the Visit company/brand websites through links on FB 37% 26%following? Make a comment on a company/brand post 30% 20% Upload pictures/video to company/brand FB pages 22% 15% (Five point scale – Summary top 2 box) 4
  5. 5. “Mombassadors”:Empower, Engage on Behalf of Brands Moms are more likely than other women to: Recommend companies/brands via social networking sites (59% vs. 44%) Discuss companies/brands on social networking sites after seeing an ad elsewhere (49% vs. 33%) Talk about companies/brands they follow on Facebook (61% vs. 49%) Link to a company/brand ad (52% vs. 40%) Post a company/brand ad (43% vs. 28%) Post interesting or relevant content about a company/brand (28% vs. 14%) 5
  6. 6. Moms Show Stronger Due Diligence and LoyaltyMoms are more likely than other women to: Learn about a product or service through a social networking site (65% vs. 51%) Follow up on product recommendations received on social sites to learn more (56% vs. 43%) View social networks as a good source of information about companies/brands (66% vs. 51%) Have made a purchase as a result of a recommendation on a social networking site (42% vs. 29%) Purchase more from companies/brands they “Like” than companies/brands they do not (44% vs. 32%) Purchase more from companies/brands they “Like” than they did in the past (38% vs. 23%) 6
  7. 7. Gamification: Moms Go Mad for Sweeps & DrawingsMoms are more likely than other women to: Have already participated in company/brand contests or sweepstakes (53% vs. 44%) Participate in company/brand contests or sweepstakes in the future (24% vs. 13%) Upload content as part of a contest or sweepstakes (36% vs. 29%) Play games on Facebook (44% vs. 33%) 7
  8. 8. Moms Have Discussed Products on SM Made a Purchase b/c of SM RecommendationAcross Moms Not Moms Moms Not Moms Alcoholic Beverages 39% 40% 18% 10%Verticals Apparel Appliances 67% 60% 48% 36% 35% 18% 16% 14% Automobiles 80% 59% 28% 10% Educational Institutions 77% 70% 20% 13% Electronics 68% 55% 22% 16% Entertainment 82% 71% 31% 15% Financial Services 60% 44% 25% 16% Food 68% 53% 38% 28% Household Products 38% 34% 21% 11% Magazines/Newspapers 56% 44% 19% 14% Non-Alcoholic Beverages 41% 23% 13% 9% Personal Care Products 51% 28% 17% 14% Pharma Companies or Products 34% 13% 7% 4% Restaurants 66% 44% 29% 26% Sports Related Products 70% 57% 29% 21% Telecomm 61% 48% 24% 10% Travel 78% 55% 28% 15% 8
  9. 9. Study Methodology Thirty minute online survey Respondents must access at least one social network regularly Sample screened to represent general online population Total sample of 2,998 (sampling error of 1.8% at 95% confidence level) Conducted in December 2011 9
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