Where Are Moms On Social Media?

by Whitney Trujillo March 09, 2019
social network apps on cell phone

We can all relate to this scenario. The alarm goes off in the morning and the first thing you do is grab your mobile phone from the bedside table to quickly check email, Facebook and Instagram. This all happens before even getting out of bed.

Edison Research recently reported that moms are checking their social media accounts an average of 10.1 times a daythe majority of which do this from their mobile phones. This number went up from 11% of moms who checked social media multiple times a day in 2008 to 2016 where that number jumped to a whopping 56%.

What social media sites are moms checking repeatedly throughout the day? Edison Research shows Facebook, Pinterest and Instagram topping the list.

Moms turn to social media to share pictures of their kids, read the latest news, and even comment and respond to questions. They also use social media to connect with other moms. According to a Pew Research Center article, “Mothers are heavily engaged on social media, both giving and receiving a high level of support via their networks.”

Pew also found that mothers are more likely to use Facebook than fathers with 81% of moms using it compared with 66% of dads. These same moms check Facebook more frequently than dads. Of the online parents they surveyed, 28% use Pinterest of which only 40% are moms compared to 15% being fathers. An equal amount of moms and dads use LinkedIn with more moms using Instagram than dads.

Instagram is proving to be a very successful vehicle for brands to reach mothers. Moms are drawn to the image sharing platform in high numbers. They are short on time and Instagram’s beautiful imagery and sparse amounts of text, make it an enticing social outlet for busy moms. 68% of moms are checking their Instagram accounts daily and 93% are checking it weekly. Almost half of all moms on Instagram are interacting with businesses – often going there to learn more about products they are considering purchasing and 78% take action after being inspired by the business content.

The key for your brand is to be authentic and empathetic. Take the time to understand user goals, motivations, and frustrations and start using imagery as a way to share stories that moms can identify with.

Let’s not forget that moms make up over 80% of purchasing decisions in American households! They turn to social media for reviews on companies, products, services and more before they commit to purchasing. Social media has also proven to be a strong product discovery tool, both for new and old products. Luminary Digital can develop a social media strategy for your brand to help convert passive browsers into confident customers.

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