Moms Continue Flocking to Facebook - eMarketer
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Moms Continue Flocking to Facebook

More moms use Facebook, social networks than average internet users

October 19, 2011 | Demographics | Social Media

Have you Facebook-friended your mom yet? Even if you haven’t, you probably have more than a few connections on the social network with little ones of their own, using the site as a way to communicate, stay in touch with families and exchange information about parenting, among other things.

eMarketer estimates 23 million US moms are on Facebook this year—a figure that counts women with children under 18 in the household who use the site at least once each month. That represents well over two-thirds of all online moms in the country. Overall, eMarketer estimates that just 57.1% of internet users (including children) use Facebook monthly.

US Mom Facebook Users and Penetration, 2010-2013 (millions, % of mom internet users and % of mom social network users)

Facebook, of course, is not the only social networking site moms use. Overall, 26.5 million mothers with kids in the home use social networks at least once per month, or 79.2% of online moms. This compares to 63.7% of internet users overall.

US Mom Social Network Users and Penetration, 2010-2013 (millions and % of mom internet users)

These estimates mean that as of 2011, moms will make up 17.9% of all US social network users and 17.4% of Facebook users. But the high rates of penetration reached in this group mean growth will be relatively slow, and moms will actually lose share on the sites over time. By 2013, eMarketer estimates, 16.1% of US Facebook users will be moms with children in the home, while 17.1% of all US social network users will be mothers.

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Check out today’s other article, “Tablet Owners Most Active in M-Commerce.”



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