Wired for Sharing -- Social Moms Study


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In one of the largest studies of digital activities of moms to date, ShareThis and Digitas released research that offers new insights into how moms engage online. 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.

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Wired for Sharing -- Social Moms Study

  1. 1. Wired for Sharing Social Moms Study
  2. 2. Methodology 1 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.
  3. 3. Just how social are moms? 2 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, there’s a half an hour conversation about where I got the shoes and how I did my hair. “ “ - Jill Smokler “Scary Mommy”
  4. 4. What do moms share? 3 Moms are most likely to share content about parenting, followed by movies & TV. Together these comprise 1/3 of all shares by moms. $ 18% 15% 10% 6% 6% 6% 6% 4% 4% 3% 3% 3% 3% 3% 2% 2% 2% 2% 2% PARENTING MOVIES&TV TECHNOLOGY HEALTH POLITICAL ELECTRONICSSHOPPING CASUAL/ONLINEGAMES FOOD&DRINK SCIENCE CULTURE/RELIGION HEALTH&FITNESS MUSIC SPORTS MONEY&FINANCE TRAVEL HOME&GARDEN PETS EDUCATION BEAUTY
  5. 5. How does their sharing differ from their browsing? 4 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/ONLINEGAMES PARENTING MUSIC SPORTS SCIENCE TECHNOLOGY MONEY&FINANCE HEALTH&FITNESS FOOD&DRINKS EDUCATION POLITICAL HEALTH PETS ELECTRONICSSHOPPING CULTURE/RELIGION BEAUTY TRAVEL HOME&GARDEN
  6. 6. 5 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) Where do moms differ from the general population? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% SCIENCE PETS HEALTHEDUCATION PARENTING FOOD & DRINKCLOTHING MOMS GENERAL POPULATION BEAUTYMUSIC 388% LIFT JEWELRY 338% LIFT 336% LIFT 314% LIFT 304% LIFT 287% LIFT 286% LIFT 274% LIFT 242% LIFT 226% LIFT
  7. 7. Where do they share? 6 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 it’s very easy to get lost for hours looking at all the beautiful pictures. “ “ - Jill Smokler “Scary Mommy”
  8. 8. How influential are they? 7 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”
  9. 9. 8 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. When do they share? 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 HOURS OF THE DAY Moms General Population
  10. 10. MI AR IA IN ID ME MO OR UT SD ND KS IL NY VT RI DC MA 9 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. 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. Moms General Population Parents are passionate about being parents and so it’s natural they want to share this with everybody they know.“ “ - Jill Smokler “Scary Mommy”
  11. 11. 10 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 in- fluential 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. “
  12. 12. About ShareThis 11 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
  13. 13. 8 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 Prix’s and SXSW People’s Choice Award. Digitas was also recently named OMMA Agency of the Year 2012 and LBi UK Digital Agency of the Year 2012 by Mar- keting 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, Digi- tasLBi is a member of Publicis Groupe. Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world’s 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.publicis- groupe.com www.digitas.com | Twitter: @Digitas | Facebook: Digitas Fan Page | Blog: Digitas Distillery