The digital lives of American moms

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NielsenMoms are at the center of their family’s offline life, so it’s of little surprise that they’re also at the center of many of the biggest trends online as well. Whether to look up the latest product reviews or to connect with friends, families, and even brands through social networks, American moms are particularly active and influential online.


Infographic of the online activity by moms in the U.S.

 

American moms use social media frequently, with nearly three out of four moms visiting Facebook during March 2012. When using social media, moms are 38% 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 compared to the online average.

Moms visit blogs more often, and are 27% more likely to visit Blogger and 26% more likely to visit WordPress.com than the general online population. In fact about one in three bloggers are moms, and 52% of bloggers are parents with kids under 18 in their household.

To help save time and money, many moms shop online; moms are 35% more likely to shop for clothes, 50% more likely to buy toys, 29% more likely to buy music, and 23% more likely to purchase e-books online within the past 30 days. When browsing the web Pinterest is an increasing popular as well, with almost 5 million American moms visiting the site, representing more than a third of their unique visitors from home computers during March 2012.

According to an earlier study by NM Incite, at least half of moms use social media via mobile devices, compared to 37% of the online population. Overall 54% of moms own smartphones (among US mobile subscribers), keeping them connected with family and friends.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.