With a slew of social media statistics being fed to marketers on a daily basis, it is important to utilize the information to select a target audience best suited for your product. There is one demographic that has been proven again and again to be huge influencers and users of social media: moms. Mothers are active users and advocates for social networks and the brands they follow. When marketing to moms, it is important to understand not only why this demographic uses social media, but how.

eMarketer’s latest study revealed that 28 million moms with children under 18 will use social media this year. That represents 82% of the moms on the internet. Compared to the general population, moms are more likely to use social media regularly, “like” brands on Facebook, and have over 200 friends on Facebook.

Moms are on-the-go. They are constantly moving, seeking information on their mobile devices as they juggle an endless number of daily responsibilities. Marketing to moms means finding a way to deliver the information they need quickly, and providing a way for them to share this information with their friends.

How exactly should we market to these social media influencers? Well, it is important to understand the type of social media that is most influential in a mom’s purchase decisions. In a recent study, it was found that nearly 50% of moms on social media were most influenced by product reviews. About 20% were most influenced by friends’ opinions online. Right under this was the influence of blogs (about 18%). These statistics give marketers insight in to how exactly to target these social media influencers.

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