Mothers aren’t only more likely to discuss and pass on brand information, they’re also more apt to engage with the brands themselves. A greater proportion of mothers than other women said they had liked a post (52% vs. 37%), read company or brand posts in their newsfeed (45% vs. 32%), and made a comment on a post (30% vs. 20%). They were also more likely to have said they visit company or brand Facebook pages (43% vs. 30%) and visit company or brand websites through Facebook links (37% vs. 26%).
And social networks don’t only influence mothers to visit webpages, they also influence them to convert: 42% said they had made a purchase as a result of a recommendation on a social networking site. By comparison, 29% of the other women said they had made a purchase as a result of a recommendation, while according to a March 2012 report from Sociable Labs, 1 in 4 online shoppers, who shop at least quarterly online and login to their Facebook account at least monthly, have made a purchase based on a social recommendation. Read the rest at Marketing Charts.