Parents are Using Social Media and They’re Using it A Lot
Pew Research Center and the University of Michigan’s School of Information conducted a study to see how parents use Social Media and how the patterns differ between mothers and fathers.
The study found that 75% of all parents use Social Media. Both parents use Social Media as a “resource for parenting information.”
University of Michigan associate professor Cliff Lampe, noted that, “Social network sites like Facebook make it easier to access a broad network of people for both informational and emotional support, and parenting is often a context where we need both.”
Of the parents using Social Media, 59% say that they have gotten useful information about parenting while viewing Social Media content.
Of course the top site for parents is Facebook with 74% of internet users who are parents using the platform, 81% of mothers and 66% of fathers. Pinterest, LinkedIn and Instagram are the next top sites used (in order).
“Parents on Facebook are especially avid users: 75% log on daily, including 51% who do so several times a day.” (Pew Research Center) Mothers on Facebook tend to check the site several times a day.
Mothers are actually “heavily engaged” on Social Media, giving and receiving support to other parents in their network. 37% of mothers say they frequently interact on Facebook and 39% say they sometimes interact, but only 5% say they never interact.
The average number of friends parents have on Facebook is 150. These friend networks consist of a variety of people and not necessarily close friends. Family and close friends are the bulk of a parent’s network. 93% of parents are friends with family members, other than their children, on the network.
Businesses with a demographic of mothers or parents in general should take note, Facebook is a viable source of potential customers and an excellent source to create brand followers and referral sources.