UK Moms Put in the Time on Social - eMarketer
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UK Moms Put in the Time on Social

Facebook and YouTube lead UK mom social sites

September 4, 2013 | Demographics | Media Buying | Social Media

Moms are known for their affinity for social networks, and this holds true in the UK. A comScore study found that UK females ages 6 and older exceeded UK males in time spent on social in July 2013 by 2 hours. And women with children spent even more time on social networks, clocking 443.3 minutes that month, about 17 minutes more than the average UK female.

It’s also notable that men with children showed more interest in using social sites than males in general, even if they still trailed far behind moms.

Time Spent Using Social Media According to UK Social Network Users, by Demographic, July 2013 (minutes per visitor)

comScore’s study only measured time spent on social at home and work locations, excluding mobile. Factoring mobile into the mix would drive these figures even higher, especially as an increasing percentage of social networking activity overall is conducted on the go.

Moms not only spend more time on social sites, they are more likely to have accounts across the social spectrum. A separate comScore study from March 2013, cited by BabyCentre, found that UK moms between 18 and 34 years old were more likely than the average UK internet user to participate in all the social platforms studied. About eight out of 10 UK moms used Facebook, and the same percentage accessed YouTube. That’s compared to 72% of the general UK population on Facebook, and 67% on YouTube.

Social Media Sites Used by UK Mom* Internet Users, March 2013 (% reach)

UK mom participation on Twitter, Tumblr, Instagram and Pinterest was also between one and five percentage points higher than among UK web users overall.

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