Holmes Report 27 Oct 2012 // 11:00PM GMT
Moms love Facebook, but they trust blogs, according to a new study conducted by Child's Play Communications, specialists in connecting companies with moms, which also found that 92 percent of moms active in social media are buying products as a result of a social media recommendation.
Child's Play reached out to the 1200 moms in its Social Savvy research network, almost all of them regularly active on blogs and social networks.
Among the study’s findings:
• Facebook, Twitter and blogs were the three most popular social media platforms among moms surveyed
• Pinterest was the platform that most moms (63 percent) tried for the first time this year
• Instagram topped the list of technologies moms (28 percent) were likely to try next
• Polyvore and Olioboard were among the new services these early adopters were exploring
• Moms are spending more time on Facebook than in the past (64 percent of moms) and less time on Twitter (33 percent)
• Of all social media platforms, blogs impacted moms' purchasing decisions more than any other (80 percent)
• Toys were the No. 1 kids' product purchased by moms as a result of social media recommendations
“The study results underscore how moms’ immersion in social media has dramatically changed their purchasing behavior,” says Stephanie Azzarone, president, Child’s Play Communications. “Alongside recommendations from family and friends, it is the most valuable tool for companies that want to market to mothers.”