In April 2013, the website BabyCenter revealed a study named « Social Mums. » Combining several methodologies including quantitative, qualitative and audience research, the survey illustrates the digital behavior of « social » American mums.
Mums: fans of social network
Through the analysis of digital platform audiences (youtube, instagram, etc…), the “Social Mums” study suggests that mothers are particularly involved in these sharing spaces. 84% of mothers aged 18-34 regularly go on Facebook, compared to 73% of the general population. Similarly, with a rate of 26%, mothers aged 18-34 are more likely to access Youtube than the general population. A similar pattern emerges on other networks; this group is 79% more present on Instagram, 31% more numerous on Twitter and 58% more attracted by Pinterest than the general population.
Better connected, 36% of mums have over 250 friends on Facebook whereas the same is true only 23% of the general population is concerned. Similarly, 46% of respondents reported having more than 50 Pinterest connections, in comparison with 38% of the general population.