How Moms are Using Social Media RIGHT NOW

M2Moms Conference

Moms love Facebook — but they TRUST blogs. And 92 percent of moms active in social media are buying products as a result of a social media recommendation.

Those were among the key findings of a new study, “How Moms are Using Social Media RIGHT NOW — and How You Can Make the Most of It,” conducted by Child’s Play Communications. I presented the results for the first time at the eighth annual Marketing to Moms Conference in Chicago earlier this week.

Child’s Play reached out to the 1200 moms in its Social Savvy research network — almost all of them regularly active on blogs and social networks — to explore five key questions:

  • What social media platforms do moms currently favor?
  • How has that changed?
  • Why?
  • What social media platforms are impacting purchasing decisions?
  • What products are moms buying as a result of social media recommendations?

Among the study’s findings:

  • Facebook, Twitter and blogs were the three most popular social media platforms among moms surveyed
  • Pinterest was the platform that most moms (63 percent) tried for the first time this year
  • Instagram topped the list of technologies moms (28 percent) were likely to try next
  • Polyvore and Olioboard were among the new services these early adopters were exploring
  • Moms are spending more time on Facebook than in the past (64 percent of moms) and less time on Twitter (33 percent)
  • Of all social media platforms, blogs impacted moms’ purchasing decisions more than any other (80 percent)
  • Toys were the No. 1 kids’ product purchased by moms as a result of social media recommendations

The study results underscore how moms’ immersion in social media has dramatically changed their purchasing behavior. Alongside recommendations from family and friends, it is the most valuable tool for companies that want to market to mothers.