Well, I guess it’s official moms rule the social web. A new study by Performics (owned by Publics Groupe) shows that of women using social media, the most engaged and active are mothers. Here’s what Performics says about the study:
“The study of nearly 3,000 active U.S. social networkers highlights mothers as more versatile, present, active and engaged users of social networking sites, compared to other women.”
Even more compelling, of course, is the fact that mothers using social media are very influenced by information about products shared by other women:
“For example, they are 45% more likely to make a purchase as a result of a recommendation on a social networking site than other women. In fact, the top industries most affected by this behavior include [apparel, automobile, travel] … The data also shows that moms actively champion their favorite companies and brands on social media.”
We already know a fair amount about the purchasing power of women online, thanks to studies done by BlogHer, the largest site out there for women. This infographic explains it clearly. This most recent study is a confirmation of information gleaned by Blogher’s 2012 Women and Social Media Study (which I wrote about here), which showed:
“This survey of 2,000 U.S. women online makes a clear case — using purchase behavior and a “trust test” pitting a blogger against Facebook updates and ads featuring a celebrity — that blogs are the single best use of marketing and advertising dollars by brands that want to affect purchases by women online.”
An interesting note in the study states that mom bloggers (which they consider a “subcategory” of women online) control TWO TRILLION DOLLARS of purchasing power, a figure I’ve never seen before.
Let’s all put that in our media kits, shall we? WOW.
It’s clear; the more studies about how people use social media, the power of moms comes through. How will you use your power today?