Social Media and Mobile Marketing for Moms

Recently, overwhelming evidence has been uncovered regarding mothers’ and their use of mobile devices and social media. More specifically speaking, they are 20% more likely to use social media than the general population, and a whopping 91% admit to using social media on a regular basis. That is a 20% increase from 2 years ago in 2010. This, however, is just scraping the surface of what appears to be a much larger demographic than previously thought by mobile and social media marketers.

Mother with baby.

The study, which was conducted by BabyCenter and comScore, focused on measuring mothers’ social media patterns and habits. The findings displayed a landscape where mothers are not only becoming extremely social themselves, but they also expect their friends, family members, and colleagues to be social as well. Statistically speaking, 22% of mothers claim that if their family or friends aren’t engaging in social media, then those family and friends are not as big a part of their lives as the ones who ARE active in social media. This might sound a little harsh up front, but as a marketer, you should be looking at these numbers with eyes wide as saucers.

Let’s take a look a a visual representation of how mother’s are overtaking the social media landscape.


You’ll notice that not only are moms 14% more likely to be on Facebook than the general population, but they are also 260 times more likely to be engaging with Facebook via a mobile device. Need a little more? They are also more likely to online shop and more likely to own a smartphone than people in the general population.

Their reach doesn’t just centralize on Facebook, however. They also have a strong reach across YouTube, Twitter, Instagram, Pinterest, and even Google+. Most notably, 61% of all mothers have used Pinterest within the last 6 months, which is almost double the 30% usage rate of the general population.

In the infographic below, you’ll notice that mothers are literally using social media more than any other demographic. In fact, it’s not even close.


Oh, and by the way, mother’s are also starting to dominate the mobile landscape as well. They are 49% more likely than the general population to own smartphones, 45% claim they are emailing less due to increased communication on social media, smartphone ownership is up 25% among moms while tablet ownership is up 79%, and an astounding 89% of moms with smartphones access Facebook via those smartphones.


As you can see, mothers have obviously gone social and mobile. So naturally, this affects their shopping habits. Now moms are starting to take to the internet for their shopping wants and needs as opposed to walking into brick and mortar stores. Despite only making up 18% of internet users, mothers still accounted for 32% of online spending in the last business quarter, 78% follow brands for discounts and coupons (compared to 55% of the general population), and 73% depend on online social media recommendations concerning parenting. They also admitted that posts from friends of theirs are 16% more likely to influence them than a post from a brand, and posts from other mothers are 55% more influential than any brands’ post.


The numbers are there. Mothers have become the quintessential demographic for mobile, social, and online marketers. If you are an online marketer, and you are not marketing with mothers in mind, then you are fighting a losing battle. With a majority of social, mobile, and online engagement coming from mothers, it should be obvious to marketers where their spending should be allocated. Don’t delay! Use this information to your benefit and watch the mothers of America grow your bottom line!

(Infographics pulled from

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