16 Market Research Facts Proving Social Media Moms’ Influence

Written by Wendy · Print This Article

Social Media Moms RuleRight now I am up to my ears in writing my book, Mom Blogging for Dummies. I have a packed folder of bookmarks with tons of statistics and data on social media moms and mommy bloggers. The information has been surprisingly scattered all over the web and difficult to find. I really thought someone would have collected some solid market research for our industry and put it all in one place.

Then earlier this week, my friend Barbara shared a link on Facebook – 23 Social Media Facts to Share with Executives. Jeff’s post is truly worth a permanent place in your bookmarks. And at the end, he invites us to come up with our own posts on stats and facts. I happily took him up on it. So, if you were looking for proof that mommy bloggers are a force to be reckoned with, then you have come to the right place.

  • Parenting and pregnancy websites are the top source moms and expectant moms use to learn about products and services. (eMarketer)
  • 3.9 million women with children write blogs in the US. By 2014, that number will jump to 4.4 million.  (eMarketer)
Number of Moms who Blog

Number of Moms who Blog

  • 55% of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog. (NPD Group, Inc. via Technorati)
  • Of the 3.9 million mom bloggers, only 13% of them primarily write about parenting and 9% about family updates. That means mom bloggers are vastly more likely to write about topics other than being a mom. (Technorati)
  • Mom bloggers are 21% more likely than the general blogging population to be approached by a brand. (Technorati)
  • Moms are picky about what brands they blog about – a whopping 77% of mom bloggers will only write about products or brands that they approve of. Another 14% will write about brands or products they boycott. (Technorati)
  • 18.3 million internet users who are moms read blogs at least once a month. (eMarketer)
    (I estimate more than that, because not all people can distinguish between a blog and a website).
  • 60% of Mom bloggers say they blog about brands they love or hate, compared to only 50% of the general blogging population. (Technorati)
  • 87.1 million women online are active on a weekly basis in social media (including blog interactions, Facebook, message boards, and other social networking sites). (BlogHer/iVillage)
  • One in four of moms have purchased a children’s product because of a recommendation from a social networking site or blog. (NPD Group, Inc. via SFGate)
  • For the 20+ million BlogHer Network audience, engaging in reading blogs is their number one regular online activity, above watching TV, visiting Facebook, or reading other traditional media sources such as newspapers or magazines. (BlogHer/iVillage)
  • Because of blogging, 24% of surveyed women watch less television, 25% read fewer magazines and 22% read fewer newspapers. (BlogHer via Kim Vallee)
  • One of the strongest driving reasons that moms use technology is to be able to monitor what their kids are doing. (BlogHer)
  • Moms mention brands an average of 73 times per week compared with just 57 among males. (eMarketer)
Social Media Moms Talk About Brands

Social Media Moms Talk About Brands

  • 90% of moms are online vs. just 76% of women in general. (eMarketer)
  • 66% of moms believe word of mouth is credible. (eMarketer)

Do you have additional mom blogging statistics to add? Please leave them in the comments with a link to the source!


15 Responses to “16 Market Research Facts Proving Social Media Moms’ Influence”

  1. Tweets that mention Mom Blog Market Research - 16 Facts Proving Social Media Moms' Influence | WendyPiersall.com -- Topsy.com on February 18th, 2011 12:42 pm

    [...] This post was mentioned on Twitter by Wendy Piersall, David Jones, bradshorr, Karen Jashinsky, Steve Mast and others. Steve Mast said: RT @emom: 16 Market Research Facts Proving Social Media Moms’ Influence: http://www.wendypiersall.com/mom-blog-statistics/ :) [...]

  2. Ponn Sabra on February 23rd, 2011 3:07 am

    Hey Stranger–Wendy!

    GREAT resources for mom social media, blogging, online marketing power is the hidden gem, Have Mom~entum by Holly Pavlika of Big Fuel.

    Here’s great stuff they’ve shared with all 2010 results:

    Strong presentation, tons of stats & data social media mom specifically & beyond: http://www.slideshare.net/asavar/momentum-by-big-fuel

    Facebook Mom Marketing 2010 report:

    Moms Rule, Dining & Grocery 2010 report:

    An Okay, The New Mom 2010 brief report:

    And, literally everything she posts on her blog, but her twitter feed she always shares hot news, data & research rarely shared or publicized in the “normal” mom blogger circles, for example:

    I’ve highlighted her often lost research on my blog a couple times, and we’ve become dear twitter pals. As she highlighted my detailed research for my latest niche

    Just in case you want to know what I’m up to these days ;-)

    All these reports should give you tons of stats & facts to add to your wonderful new project & array of speaking gigs! Because I haven’t seen anything quite as comprehensive, at least not coming from 1 source.

    Oh, here’s Holly’s twitter handle too

    Congrats again!

    Geez, I have post all these links again

  3. Janice (5 Minutes for Mom) on March 1st, 2011 5:38 am

    Fabulous post — I will be bookmarking this one permanently too! :)

  4. Market Mothership: Women, Wellness & Ads « MHB WEEKLY: By the students, for the world on March 2nd, 2011 6:22 am

    [...] ad business have allowed her a bird’s-eye view of the emergence of social media, there exist countless reasons that internet industry experts need to keep fingers on the pulse of American mothers. More than 4.4 [...]

  5. Melissa Taylor on March 12th, 2011 2:15 pm

    Great information and congrats on your upcoming book!

  6. Annemarie on March 25th, 2011 10:09 pm

    This is great info, thank you! And wow, all the links from Ponn as well. I’ll be bookmarking these.

  7. The Value of Limerence: Community Precedes Commerce | Web Marketing Therapy on April 6th, 2011 11:57 am

    [...] On-going training and deepening of the content and community. Target specific user-groups, such as Mommy Bloggers, through organic community growth via your Community Manager. You need to think of the social [...]

  8. tracey on May 8th, 2011 8:53 am

    Hmmmm. I didn’t realize some of those stats. The fact that most of us only write about what we like was actually interesting; I thought that I was the only one who did that! I end up contacting companies and telling them that their product didn’t appeal to me and they are usually quite happy that I am forgoing the review!

  9. Michael’s Taps 10 Bloggers for Creative Crew Event | ShePosts on July 1st, 2011 11:13 am

    [...] has become commonplace for mom bloggers. With the craft industry making $29 billion a year, and 87.1 million women active online, this kind of investment only makes [...]

  10. Joe Fusaro on July 9th, 2011 10:47 pm

    Hi Wendy-

    Thanks for compiling these great stats! We do a lot of work with mommy bloggers, and I am currently proposing that our company hire two people to manage our blogger relationships full-time.

    Thanks to your article, I’m able to show my partners just how important these relationships are!

    If anyone reading this has a blog and would like to review our products, please reach out to me at joe@deltadirectmarketing.com

    – Joe

  11. Mitzi Curi on July 13th, 2011 8:00 am

    Hi Wendy! Thanks for stopping by my blog. I’m bookmarking yours, and although I’m not a mom, I know I can benefit from your expertise!

  12. Heather Buen on July 13th, 2011 2:39 pm

    I’m so excited for your book and love the amazing facts that you have to share. I’m a mom blogger but i have also worked in marketing for large corporations for most of my career. I see the parallel of both worlds and I just love it. In fact, I’m a featured blogger for my company about families etc.

    Keep up the fantastic work! I have learned things mostly from Trial and error and I only started my blog website this past June, I have increased my clicks and views by 200% and am meeting so many people.

    Take Care,

    Heather Buen

  13. Are You a Professional Blogger? | Cirquedumot.com :: on July 26th, 2011 8:13 am

    [...] 16 Market Research Facts Proving Social Media Moms’ Influence by Wendy Piersall. [...]

  14. Danny Whitehouse on August 12th, 2011 8:36 am

    I didn’t realise those sorts of stats either. Very interesting..

  15. Mom Bloggers Get More Eyeballs than Some Newspapers: How to Market to Mom Bloggers? – The Buzz Bin on August 15th, 2011 7:35 am

    [...] Here are two key things to keep in mind before you reach out to mom bloggers so you can be realistic about what to expect. Thanks to Wendy Piersall for these stats http://www.wendypiersall.com/mom-blog-statistics/ [...]

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