eMarketer estimates that there will be 29.7 million US mother social network users this year, equating to 86.1% of adult female internet users with children under 18 in the household. Nearly nine in 10 mothers in this group, or 26.7 million people, will be Facebook users.
Based on a recent study from Edison Research sponsored by Triton Digital, those mothers are heavier users than the general population. US mother Facebookers studied checked the social network 7.4 times a day on average, vs. 5.9 times for total users. And perhaps due to a fear of missing out, or “FOMO,” those check-ins had gotten more frequent each year since 2012, the earliest period included in the research.
Mother Facebookers had also gone mobile. In 2015, 67% of mother Facebook users logged on to the social network via mobile phone, up from 60% in 2014 and just 45% in 2013. The share of mothers accessing Facebook via tablet was still small, at 13%, but had risen steadily since 2012. Meanwhile, the percentage of those using Facebook via desktop had dropped drastically over the past several years, landing at just 20% in 2015.
Preferred Device for Accessing Facebook According to US Mother Facebook Users, 2012-2015 (% of respondents)
These mobile mothers aren’t just logging on to social to get updates more frequently; they’re also engaging with brands more on such networks compared with others. According to the study, US mother social networkers (not just Facebookers) were more likely than the general public to follow brands on social networks, at 44% vs. 41%.
Mothers don’t want to miss out, and their more frequent Facebook usage and higher interest in including brands in time spent there means companies targeting the cohort need to have their social presence up to par.
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