Moms in Social media

A fresh study made by parent community, BabyCenter, charts mother’s activity, engagement and influence in social media. The result shows that since 2006 the number of moms using social media has increased by 500%. By taking a closer look at statistics like this, marketers can gain a better understanding for who the reach through this segment of users.

The study categorise mothers into two segments, Influencers and Influenced. The Influencers make up only 18% of moms in social media and the Influenced make up about 78%. The level of influence has been measured by how often the moms have commented on posts in different platforms and how large their networks are in these platforms.

Subjects like pregnancy and birth triggers 94% of all moms to engage and seek information as well as share their own stories. 91% use Facebook and 89% use BabyCenter for gathering information.

All categories of moms have been targeted and are described as individuals with distinct characteristics and behaviour. The different segments are described more closely in the report, you can read it here.

Taking a closer look at your audience like this clarifies that the primer target group only make up a small part of the total group and in order to reach out to you significant, knowledge and comprehension for these key influencers are relevant.