Chart - Social Media's Purchase Influence Over Mothers

Mothers are 20% more likely than the general population to use social media, according to [PDF] a report from BabyCenter and comScore. Beyond major sites such as Facebook and YouTube, young mothers (18-34) have higher reach than the general online population on other platforms such as Instagram (27% vs. 15%) and Pinterest (24% vs. 15%). An accompanying survey of expectant women and mother with kids up to 8 years old finds that 59% report having bought something because a brand posted a coupon or other offer on a social network.

44% have made a purchase due to a friend liking or posting about the brand on a social network, 32% because they saw a picture on Pinterest, and almost 1 in 4 on account of seeing a sponsored ad on a social network.

Mothers who are very active on social networks (defined as the top 20% of social networking mothers aged 18-49) are indeed active online purchasers. Compared to the general online adult population, they’re 96% more likely to have made an online food and beverage purchase, 73% more likely to have spent on movies and videos, 61% more likely to have bought apparel, and 82% more likely to have made an online purchase in the toys and games category. Read the rest at MarketingCharts.