1. S-Net: A Study in Social Media Usage & Behavior
“Social Media Moms”
April 2012
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2. Understanding Moms’ Attitudes & Behaviors
Moms 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%)
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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%)
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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)
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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%)
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6. Moms Show Stronger Due Diligence and Loyalty
Moms 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%)
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7. Gamification: Moms Go Mad for Sweeps & Drawings
Moms 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%)
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8. Moms Have Discussed
Products on SM
Made a Purchase b/c of
SM Recommendation
Across
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%
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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
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