Although mothers are known to be especially active on social networks, that does not mean they will necessarily endorse their favorite brands by following them on social media. A June 2013 survey of US mothers participating in the Allrecipes.com community found that just more than one-third of respondents followed brands or stores on social media, while 65% said they did not.
This still put mothers ahead of Allrecipes.com participants overall in terms of their receptivity to following brands on social. More than seven out of 10 total respondents said they did not do this. Read the rest at eMarketer.