American moms are hungrier than ever for digital and online recipes, according to Clicks & Cravings: Social Media & Mom, a new survey conducted by consumer research firm The Hartman Group and MSLGroup Americas. The study found that 59 percent of online moms said they had searched for recipes or food preparation tips on the web or via social media while preparing a meal in the last thirty days.
For food and beverage brands, that translates to major product awareness and trial opportunities, because on average, moms—not just active users—spend an average of 18.4 hours per month social networking online, according to the study.
And moms continue to be most responsible for their family’s shopping (87 percent) and cooking (84 percent).
“Moms are motivated by meeting family needs, and social media is serving as a way for moms to crowdsource that vital information,” says Steve Bryant, director of food and beverage at MSLGroup Americas.
Almost half are more engaged online and one-third of moms are equally engaged online and in print. And moms are more willing to communicate with brands via Facebook than women with no children (35 percent vs. 27 percent). Millennial Moms are even more game (44 percent).
“The number-one reason a mom will ‘like’ a food or beverage page on Facebook is to receive discounts or coupons,” says Bryant. “Don’t misinterpret all of those ‘likes’ as love. You have to work for the love, and recipes emerged as the way brands can boost the intimacy-factor in social media engagement with consumers.”
Like many American consumers, moms prefer to “crowdsource” food info and recipes rather than rely on their own moms. During the pre- and post-shop experience, they read and contribute to online review resources regularly: 42 percent read reviews from other users on sites such as Amazon and Yelp and 23 percent contribute reviews themselves.