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.

Related links:

Nielsen – blog post

Photo by Flickr user GraceFamily, used under Creative Commons license

Click here for a larger version of this infographic.


  1. Pinterest is great for social bookmarking, but what about personal bookmarking – the bookmarks for the sites you visit over and over? My company just launched, and we believe it is exactly what the world needs now – a real personal productivity booster. It’s a free cloud-based Internet bookmarking service. With all your bookmarks are always available using any browser from any computer, mobile phone or tablet. The iCrumz interface allows you to have 100 or more bookmarks on a single webpage without being cluttered. iCrumz also offers an import function, so you can import and consolidate all your bookmarks from all your browsers on all your devices. Check out our short (1 minute) intro video: Contact me if you have any questions. Also, we’d love to hear your feedback. Matthew[at]iCrumz[dot]com.