February 5, 2019

US Mothers vs. Fathers Who Agree They Are More Likely to Buy Products They See Used/Recommended by Friends on Social Media, Aug 2018 (% of mothers, % of fathers and % of total adults)


About one third of moms agree they are more likely to purchase products used or recommended by friends on social networks, where less than a quarter of dads agree.


Data was provided to eMarketer by Simmons Research.


Data is from the February 2019 Simmons Research "Summer 2018 National Consumer Study." 22,776 US adult consumers, including 2,586 mothers and 1,891 fathers with children under 18 in the household, were surveyed during July 23, 2017-August 30, 2018. Phase 1 consisted of either a telephone placement interview or a mail-based recruitment questionnaire to obtain the household's participation in the survey. Phase 2 involved mailing self-administered survey booklets to eligible household members.