by Robert Hof, Contributor
Maybe it’s no surprise that moms are an especially networked bunch online. After all, it’s hard to find a closer-knit group in the physical world.
But the extent to which mothers engage in social networks such as Facebook–not just with each other but with brands–is striking. That’s apparent from the results of a new survey of 2,998 people (half of them women) by Performics, the performance marketing agency owned by ad giant Publicis Groupe.
Moms surveyed were more likely to own a smartphone and a tablet than other women, and 56% of them consider themselves proficient at social networking. Facebook and other social networks are so much a part of their everyday lives that 38% want even more frequent communications with brands on Facebook–ideally two-way. “Over half of moms feel they can impact brands’ business decisions,” says Performics Global CEO Daina Middleton.
As the chart below shows, moms are more likely to be active on social sites. And while they remain (properly) somewhat skeptical of what brands have to say, mothers trust information they receive on social sites from brands (42%) much more than other women (24%).
Mothers are also significantly more likely to recommend, discuss, and link to brands on Facebook, as well as post a brand’s ad or relevant content about the brand. Not least, some 42% of moms have bought something thanks to a social recommendation, and 44% purchase more from companies they like, and are doing that more than they used to.
As for the rest of those people surveyed, including men, brands and social networks have more work to do before they can reliably influence behavior. Overall, more than half still haven’t used social networks to do any of the following: make a purchase after seeing a social recommendation, attend an offline event they heard about on a social network, switch or boycott a company, or try to rally friends to do something.