14 DAY TRIAL // A new study by BabyCenter LLC, a unit of Johnson & Johnson, shows that moms are increasingly active in the social media environments and the use of these types of tools are up 462 percent in the past three years. Mobile Internet usage for the same group has also risen 348 percent since 2006.
The report, called "Meet the 21st Century Mom," shows that the number of moms using social networks rose from 11 percent in 2006 to 63 percent today. The research is based on 18 studies from the past six months conducted by NovaQuant and on a previous 2006 study and involved more than 25,000 respondents.
"Social media has grown up," said Tina Sharkey, BabyCenter's chairman and global president, at the public presentation of the findings at the Yale club in New York. "In just a few years, we think moms using social media will eclipse those that are using newspapers."
The study found that moms tended to form two types of social groups, one around regular real-life friends and another group of other moms, and their behavior differs accordingly. The research showed that moms are more likely to share information in environments geared specifically for mothers rather than regular social networks or other mediums.
This difference in behavior is also apparent when it comes to brands, as moms are more likely to trust the recommendation of another member of mom-centric communities. "Forty-four percent [of moms online] use social media for word-of-mouth recommendations on brands and products, and 73 percent feel they find trustworthy information about products and services," the press release for the report read.
However, some believed that brands should use caution when reaching out to their customers through social networks. "You can't push," David Lang, president of MindShare Entertainment, said during a panel discussion later at the event. "Be part of the conversation. Sit back and let it happen, but be around so they know you're there."