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We already know that general audiences spend more time on social media if they access it through mobile devices. This effect is even more pronounced among U.S. women with kids.
For example, 89% of moms who own mobile devices and have Facebook pages access the site on mobile at least weekly, according to BabyCenter's 2013 Social Mom Report. Among non-moms with the same characteristics, the proportion was 73%.
Also, 61% of mobile moms who tweet access the site at least weekly on their smartphone or tablet. Among non-mom Twitter members who owned mobile devices, the proportion was 55%.
(Pinterest mobile was a surprising exception to this trend, with non-moms accessing it weekly in greater proportions than mothers, but it may be that with smaller user bases than Facebook's, data for Pinterest and Twitter isn't as reliable.)
According to the study, moms in general tend to be heavy users of all the major social networks: YouTube, Instagram, Twitter, Pinterest, and Google+. They also tend to have larger networks of friends and followers than the general population.
The rise of mobile-powered social networking among moms is an important data point for retailers, because social moms spend more than consumers who are not active on social media, according to BabyCenter's data, which was provided by comScore.
Overall, moms were responsible for 32% of total online spending in the holiday quarter of 2012, despite representing less than 20% of all Internet audiences.
These findings are worth keeping in mind as we approach Mother's Day on May 12 — a holiday on which Americans spent more than $18 billion on in 2012.
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