A new study from ShareThis examines the social sharing behaviors of 200,000 mothers aged 25-54 with children in the household. The analysis of their behavior across the 2.4 million sites in the ShareThis network over a 1-month period, which amounted to more than 1 million social signals, reveals that 30% of mothers shared content on the network during the period, compared to 10% of the network’s overall average. Mothers were most likely to share content about parenting (18%) and movies & TV (15%), with those 2 categories alone combining to represent one-third of shares.
Beyond those top 2 categories, only one other cracked the double-digits: technology, representing 10% of shares by mothers.
Interestingly, when looking at browsing behavior, the study reveals that a leading 22% of browsing is related to movies and TV (versus 15% of shares), while only 9% of browsing is related to parenting content (versus 18% of shares). Online games represent about one-tenth of all content consumption, but only 5% of sharing. Read the rest at MarketingCharts.