Nielsen: Study on "social moms"
Nielsen recently published the study *Women of Tomorrow*. The study not only highlighted the growing influence women have on purchasing decisions, but also provided insights into their use of social media.
A key finding of this research shows that "social moms" (by definition, women with at least one child who actively participate on social media) are quite influential. A new study from NM Incite and Nielsen provides further context on the content trends, shopping propensities and overall engagement of the "social mom" on social media:
The "social mom" likes to access social networks via mobile devices. Fifty percent of all moms who engage in social media access these sites via mobile devices, compared to 39 percent of all women and 37 percent of the general population. "Social moms" are generally price-conscious. They are 56 percent more likely to download coupons than the general population. They are also more likely to shop online for cosmetics and beauty products than other product categories. The study shows that 86% are more likely to buy cosmetics online than the general population; they are also more likely to buy skin care products (85%), hair care products (74%) and fragrances (68%).
"Social moms": likes and dislikes
The growing influence of women is increasingly evident, as is their activity on social media, the study continues. Moms who actively engage with social media are 81 percent more likely to become a fan or follow a brand online; 86 percent more likely to update their status; and 84 percent more likely to comment on or post online content than the general population. The research also shows that social moms are definitely not shy when it comes to sharing their advice or reviewing products with others. This segment is 85 percent more likely than the general population to regularly share beauty and beauty product advice; 28 percent more likely to regularly share online shopping/e-commerce advice; and 6 percent more likely to post a product review online.
