Mothers are the most active social media users in the US, with nearly three in five web-connected mums (58.6%) visiting social media properties at least a few times per day, according to new research.
By contrast, 42.7% of online women who are not mums and 34.0% of online men go social at least a few times per day.
The data, from Burst Media, forms part of a new report looking at the social media habits of US web users.
The survey showed that mums are the group of consumers most likely to follow their favorite brands on social media.
It also found that 2 in 3 readers learn about brands via “likes” from blogs, with moms and 18-34-year-olds particularly influenced by brand mentions.
Sixty-six percent of blog readers answered that a promotion by a blogger influences their purchase decisions online.
The key findings of the report are listed below:
Women are more active social media users than men. Overall, one-half (49.0%) of female respondents— including 3-in-5 (58.6%) moms— visit social media sites at least a few times per day, versus one-third (34.0%) of men.
Audiences follow their favorite content sites on social media. A majority (62.0%) of independent web users “like” or follow their favorite content sites on social media.
Consumers get social with brands. Overall, one-half (49.1%) of respondents “like” or follow brands on social media. Two-fifths (41.8%) never do.
Bloggers cast an influential net with their audiences. Of respondents who visit or read blogs, 2-in-3 (65.5%) say a brand mention or promotion within context of the blog influences their purchasing decisions.
Consumers interact with socially enabled display advertising. One-quarter (25.4%) of all respondents—and 31.7% of moms—say they are likely to follow a brand on social media if the brand is promoted in an online ad.
Burst interviewed 1,453 U.S. adults aged 18 or older and found that three-quarters (76.3%) of respondents visit social media sites such as Facebook, Twitter, LinkedIn and Foursquare, with women being more active than men. Forty nine percent of female respondents visit social media sites at least a few times each day, versus only one-third (34.0%) of men.
“For some audience segments, such as moms, social media is a constant presence in daily life,” Mark Kaefer, marketing director, Burst Media said. “Given this close relationship between consumers and their online communities, our study also found many opportunities for both online advertisers and web publishers to inject social vehicles into their efforts to drive user engagement.”
View the infographic below for a detailed look at social media habits.
Read the full report (PDF) here.
