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S-Net: A Study in Social Media Usage & Behavior

“Social Media Moms” April 2012

Moms are more likely than other women to:

Own a smartphone (50% vs. 31%) and a tablet (27% vs. 15%)

Consider themselves proficient/expert at using social networks (56% vs. 36%)

Say their use of Facebook via a mobile phone will increase (33% vs. 19%)

Believe that consumers can influence companies by voicing opinions on social networks (63% vs. 56%)

Desire more frequent communications with brands via Facebook (38% vs. 28% want to receive communications more than once a week)

Say social network based communications from companies/brands are replacing other communication channels (56% vs. 45%)

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Understanding Moms’ Attitudes & Behaviors

Moms have been members longer, engage with their network more frequently, and value their social networks more than non-moms.

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Moms Are More Active on Social Networks

Moms are more likely than other women to:

Visit Facebook at least daily (85% vs. 73%)

Have had a Facebook account for more than one year (82% vs. 76%)

Say their Facebook account is very/extremely important to them (68% vs. 54%)

Moms are more likely than other women to:

Visit Google+ at least daily (54% vs. 37%)

Say their Google+ account is very/extremely important to them (64% vs. 52%)

More likely to be very/extremely likely to take action (e.g., watch video, comment, share, etc.) when a friend posts something about a company/product on a social site (32% vs. 29%)

More likely to trust information they receive from companies / brands through social sites more than they trust information obtained elsewhere (42% vs. 24%)

4

Moms are More Socially Engaged

Moms Non-Moms

“Like” a post 52% 37%

Read company/brand posts in my newsfeed 45% 32%

Read comments others have made on company/brand posts 41% 31%

Visit company/brand FB pages 43% 30%

Visit company/brand websites through links on FB 37% 26%

Make a comment on a company/brand post 30% 20%

Upload pictures/video to company/brand FB pages 22% 15%

For the companies/ brands you follow on Facebook, how often do you do each of the following?

(Five point scale – Summary top 2 box)

Moms are more likely than other women to:

Recommend companies/brands via social networking sites (59% vs. 44%)

Discuss companies/brands on social networking sites after seeing an ad elsewhere (49% vs. 33%)

Talk about companies/brands they follow on Facebook (61% vs. 49%)

Link to a company/brand ad (52% vs. 40%)

Post a company/brand ad (43% vs. 28%)

Post interesting or relevant content about a company/brand (28% vs. 14%)

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“Mombassadors”: Empower, Engage on Behalf of Brands

Moms are more likely than other women to:

Learn about a product or service through a social networking site (65% vs. 51%)

Follow up on product recommendations received on social sites to learn more (56% vs. 43%)

View social networks as a good source of information about companies/brands (66% vs. 51%)

Have made a purchase as a result of a recommendation on a social networking site (42% vs. 29%)

Purchase more from companies/brands they “Like” than companies/brands they do not (44% vs. 32%)

Purchase more from companies/brands they “Like” than they did in the past (38% vs. 23%)

6

Moms Show Stronger Due Diligence and Loyalty

Moms are more likely than other women to:

Have already participated in company/brand contests or sweepstakes (53% vs. 44%)

Participate in company/brand contests or sweepstakes in the future (24% vs. 13%)

Upload content as part of a contest or sweepstakes (36% vs. 29%)

Play games on Facebook (44% vs. 33%)

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Gamification: Moms Go Mad for Sweeps & Drawings

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Moms Across Verticals

Have Discussed Products on SM

Made a Purchase b/c of SM Recommendation

Moms Not Moms Moms Not Moms

Alcoholic Beverages 39% 40% 18% 10%

Apparel 67% 48% 35% 16%

Appliances 60% 36% 18% 14%

Automobiles 80% 59% 28% 10%

Educational Institutions 77% 70% 20% 13%

Electronics 68% 55% 22% 16%

Entertainment 82% 71% 31% 15%

Financial Services 60% 44% 25% 16%

Food 68% 53% 38% 28%

Household Products 38% 34% 21% 11%

Magazines/Newspapers 56% 44% 19% 14%

Non-Alcoholic Beverages 41% 23% 13% 9%

Personal Care Products 51% 28% 17% 14%

Pharma Companies or Products 34% 13% 7% 4%

Restaurants 66% 44% 29% 26%

Sports Related Products 70% 57% 29% 21%

Telecomm 61% 48% 24% 10%

Travel 78% 55% 28% 15%

Thirty minute online survey

Respondents must access at least one social network regularly

Sample screened to represent general online population

Total sample of 2,998 (sampling error of 1.8% at 95% confidence level)

Conducted in December 2011

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Study Methodology