Moms Have Gone Digital: New Study ResultsCecily Kellogg
There is no doubt that the folks that do product marketing want to reach moms, and so it’s not a surprise that studies such as the recent “Wired for Sharing: Social Moms Study” by Digitas and Share This continue to be conducted.
What is surprising is the vastness of this study 200,000 mothers were included offering a much greater wealth of data than usual. So what did the study show? Well, nothing those of us in the blogosphere would find particularly shocking, but interesting nonetheless.
Moms are three times more likely to share: 30 percent of the moms in the study shared some type of content during the month, compared to a network sharing rate of 10 percent by average users.
Pinterest is a major player: While the general population shares on Facebook 56 percent of the time, moms are sharing most with a combination of Pinterest (29 percent) and Facebook (34 percent).
Moms have more influence: Compared to the number of clicks the average user gets on their shared content, moms have the edge—they generate 8.22 percent more clicks per share of content.
Moms are most active in the afternoon. The best time to reach moms online is around 3 p.m., after lunch but before the dinner time rush – in contrast to 8:00 p.m., which is the most active time for the general population.
Parenting and entertainment content is key: A third of the content that moms share is either parenting-related (18 percent) or focused on TV and movies (15 percent).
Here’s the full results. What do you think? Any shocking news? I did find the click-thru rates element interesting, how about you?