In honor of Mother’s Day, Nielsen looked at American moms online. And when the research firm did so, it found that nearly three of every four visited Facebook during March 2012. U.S. mothers are 61 percent more likely than the average American to use Pinterest, too.
Blogging is a big part of this digital portrait. Not only is this group 27 percent more likely to visit blogs than the average, but also one in three bloggers are moms. Overall, half (52 percent) of all bloggers are parents with kids under 18 in their household.
Marketers would also be interested to learn that U.S. moms are 38 percent more likely to become a fan of or follow a brand online, and moms who blog are more than twice as likely to follow brands and celebrities than the online average.
Mothers overindex when it comes to online shopping, as well. Compared to the average online American, within the past 30 days moms are 35 percent more likely to shop for clothes, 50 percent more likely to buy toys, 29 percent more likely to buy music, and 23 percent more likely to purchase e-books online.
Happy Mother’s Day.
Nielsen – blog post
Photo by Flickr user GraceFamily, used under Creative Commons license
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