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S-Net: A Study in Social Media Usage & Behavior
            “Social Media Moms”
                    April 2012

                       1
Understanding Moms’ Attitudes & Behaviors
Moms are more likely than other women to:
 Own a smartphone (50% vs. 31%) and a tablet (27% vs. 15%)
 Consider themselves proficient/expert at using social networks (56% vs. 36%)
 Say their use of Facebook via a mobile phone will increase (33% vs. 19%)
 Believe that consumers can influence companies by voicing opinions on social networks
  (63% vs. 56%)
 Desire more frequent communications with brands via Facebook (38% vs. 28% want to
  receive communications more than once a week)
 Say social network based communications from companies/brands are replacing other
  communication channels (56% vs. 45%)



                                            2
Moms Are More Active on Social Networks
 Moms have been members longer, engage with their network more frequently,
  and value their social networks more than non-moms.
              Moms are more likely than other women to:
                 Visit Facebook at least daily (85% vs. 73%)
                 Have had a Facebook account for more than one year (82% vs. 76%)
                 Say their Facebook account is very/extremely important to them (68% vs. 54%)


              Moms are more likely than other women to:
                 Visit Google+ at least daily (54% vs. 37%)
                 Say their Google+ account is very/extremely important to them (64% vs. 52%)


                                              3
Moms are More Socially Engaged
 More likely to be very/extremely likely to take action (e.g., watch video, comment, share,
  etc.) when a friend posts something about a company/product on a social site (32% vs. 29%)
 More likely to trust information they receive from companies / brands through social sites
  more than they trust information obtained elsewhere (42% vs. 24%)

                                                                                     Moms             Non-Moms
                        “Like” a post                                                 52%                37%
For the companies/
                        Read company/brand posts in my newsfeed                       45%                32%
brands you follow on
                        Read comments others have made on company/brand posts         41%                31%
Facebook, how often
                        Visit company/brand FB pages                                  43%                30%
do you do each of the
                        Visit company/brand websites through links on FB              37%                26%
following?
                        Make a comment on a company/brand post                        30%                20%
                        Upload pictures/video to company/brand FB pages               22%                15%
                                                                                (Five point scale – Summary top 2 box)



                                                            4
“Mombassadors”:
Empower, Engage on Behalf of Brands
 Moms are more likely than other women to:

 Recommend companies/brands via social networking sites (59% vs. 44%)
 Discuss companies/brands on social networking sites after seeing an ad elsewhere (49% vs. 33%)
 Talk about companies/brands they follow on Facebook (61% vs. 49%)
 Link to a company/brand ad (52% vs. 40%)
 Post a company/brand ad (43% vs. 28%)
 Post interesting or relevant content about a company/brand (28% vs. 14%)




                                             5
Moms Show Stronger Due Diligence and Loyalty
Moms are more likely than other women to:

   Learn about a product or service through a social networking site (65% vs. 51%)

   Follow up on product recommendations received on social sites to learn more (56% vs. 43%)

   View social networks as a good source of information about companies/brands (66% vs. 51%)

   Have made a purchase as a result of a recommendation on a social networking site (42% vs. 29%)

   Purchase more from companies/brands they “Like” than companies/brands they do not (44% vs. 32%)

   Purchase more from companies/brands they “Like” than they did in the past (38% vs. 23%)




                                                6
Gamification: Moms Go Mad for Sweeps & Drawings
Moms are more likely than other women to:

 Have already participated in company/brand contests or sweepstakes (53% vs. 44%)
 Participate in company/brand contests or sweepstakes in the future (24% vs. 13%)
 Upload content as part of a contest or sweepstakes (36% vs. 29%)
 Play games on Facebook (44% vs. 33%)




                                            7
Moms                                                  Have Discussed
                                                      Products on SM
                                                                                   Made a Purchase b/c of
                                                                                   SM Recommendation


Across
                                               Moms               Not Moms   Moms                    Not Moms
            Alcoholic Beverages                39%                     40%   18%                        10%


Verticals   Apparel
            Appliances
                                               67%
                                               60%
                                                                       48%
                                                                       36%
                                                                             35%
                                                                             18%
                                                                                                        16%
                                                                                                        14%
            Automobiles                        80%                     59%   28%                        10%
            Educational Institutions           77%                     70%   20%                        13%
            Electronics                        68%                     55%   22%                        16%
            Entertainment                      82%                     71%   31%                        15%
            Financial Services                 60%                     44%   25%                        16%
            Food                               68%                     53%   38%                        28%
            Household Products                 38%                     34%   21%                        11%
            Magazines/Newspapers               56%                     44%   19%                        14%
            Non-Alcoholic Beverages            41%                     23%   13%                        9%
            Personal Care Products             51%                     28%   17%                        14%
            Pharma Companies or Products       34%                     13%    7%                        4%
            Restaurants                        66%                     44%   29%                        26%
            Sports Related Products            70%                     57%   29%                        21%
            Telecomm                           61%                     48%   24%                        10%
            Travel                             78%                     55%   28%                        15%




                                           8
Study Methodology
   Thirty minute online survey
   Respondents must access at least one social network regularly
   Sample screened to represent general online population
   Total sample of 2,998 (sampling error of   1.8% at 95% confidence level)
   Conducted in December 2011




                                        9

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Snet Social Media Moms Summary April 2012

  • 1. S-Net: A Study in Social Media Usage & Behavior “Social Media Moms” April 2012 1
  • 2. Understanding Moms’ Attitudes & Behaviors Moms are more likely than other women to:  Own a smartphone (50% vs. 31%) and a tablet (27% vs. 15%)  Consider themselves proficient/expert at using social networks (56% vs. 36%)  Say their use of Facebook via a mobile phone will increase (33% vs. 19%)  Believe that consumers can influence companies by voicing opinions on social networks (63% vs. 56%)  Desire more frequent communications with brands via Facebook (38% vs. 28% want to receive communications more than once a week)  Say social network based communications from companies/brands are replacing other communication channels (56% vs. 45%) 2
  • 3. Moms Are More Active on Social Networks  Moms have been members longer, engage with their network more frequently, and value their social networks more than non-moms. Moms are more likely than other women to:  Visit Facebook at least daily (85% vs. 73%)  Have had a Facebook account for more than one year (82% vs. 76%)  Say their Facebook account is very/extremely important to them (68% vs. 54%) Moms are more likely than other women to:  Visit Google+ at least daily (54% vs. 37%)  Say their Google+ account is very/extremely important to them (64% vs. 52%) 3
  • 4. Moms are More Socially Engaged  More likely to be very/extremely likely to take action (e.g., watch video, comment, share, etc.) when a friend posts something about a company/product on a social site (32% vs. 29%)  More likely to trust information they receive from companies / brands through social sites more than they trust information obtained elsewhere (42% vs. 24%) Moms Non-Moms “Like” a post 52% 37% For the companies/ Read company/brand posts in my newsfeed 45% 32% brands you follow on Read comments others have made on company/brand posts 41% 31% Facebook, how often Visit company/brand FB pages 43% 30% do you do each of the Visit company/brand websites through links on FB 37% 26% following? Make a comment on a company/brand post 30% 20% Upload pictures/video to company/brand FB pages 22% 15% (Five point scale – Summary top 2 box) 4
  • 5. “Mombassadors”: Empower, Engage on Behalf of Brands Moms are more likely than other women to:  Recommend companies/brands via social networking sites (59% vs. 44%)  Discuss companies/brands on social networking sites after seeing an ad elsewhere (49% vs. 33%)  Talk about companies/brands they follow on Facebook (61% vs. 49%)  Link to a company/brand ad (52% vs. 40%)  Post a company/brand ad (43% vs. 28%)  Post interesting or relevant content about a company/brand (28% vs. 14%) 5
  • 6. Moms Show Stronger Due Diligence and Loyalty Moms are more likely than other women to:  Learn about a product or service through a social networking site (65% vs. 51%)  Follow up on product recommendations received on social sites to learn more (56% vs. 43%)  View social networks as a good source of information about companies/brands (66% vs. 51%)  Have made a purchase as a result of a recommendation on a social networking site (42% vs. 29%)  Purchase more from companies/brands they “Like” than companies/brands they do not (44% vs. 32%)  Purchase more from companies/brands they “Like” than they did in the past (38% vs. 23%) 6
  • 7. Gamification: Moms Go Mad for Sweeps & Drawings Moms are more likely than other women to:  Have already participated in company/brand contests or sweepstakes (53% vs. 44%)  Participate in company/brand contests or sweepstakes in the future (24% vs. 13%)  Upload content as part of a contest or sweepstakes (36% vs. 29%)  Play games on Facebook (44% vs. 33%) 7
  • 8. Moms Have Discussed Products on SM Made a Purchase b/c of SM Recommendation Across Moms Not Moms Moms Not Moms Alcoholic Beverages 39% 40% 18% 10% Verticals Apparel Appliances 67% 60% 48% 36% 35% 18% 16% 14% Automobiles 80% 59% 28% 10% Educational Institutions 77% 70% 20% 13% Electronics 68% 55% 22% 16% Entertainment 82% 71% 31% 15% Financial Services 60% 44% 25% 16% Food 68% 53% 38% 28% Household Products 38% 34% 21% 11% Magazines/Newspapers 56% 44% 19% 14% Non-Alcoholic Beverages 41% 23% 13% 9% Personal Care Products 51% 28% 17% 14% Pharma Companies or Products 34% 13% 7% 4% Restaurants 66% 44% 29% 26% Sports Related Products 70% 57% 29% 21% Telecomm 61% 48% 24% 10% Travel 78% 55% 28% 15% 8
  • 9. Study Methodology  Thirty minute online survey  Respondents must access at least one social network regularly  Sample screened to represent general online population  Total sample of 2,998 (sampling error of 1.8% at 95% confidence level)  Conducted in December 2011 9