A new study by information-service company Experian claims that mothers with children under 5 are more active on social media than the general public.
These mothers are twice as likely to post comments on social-networking websites than the rest of the U.S. population, according to the study.
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“We found in the analysis that Facebook is overwhelmingly the preferred social-media network for moms with young kids,” Suzanne Blackburn, a spokesperson for Experian Marketing Services, told Mashable.
Experian's data was collected from a survey conducted by the Simmons National Consumer Study, which examined the online and offline habits of 25,000 U.S. adults. The company also aggregated data from Hitwise, which measures website traffic, and from other research reports.
Demographically, the mothers representing this group overwhelmingly fell into one particular age range. “Over half of moms with young kids from this study were between 25 to 34 years old; the [median] age is 32.5 years of age,” Blackburn said.
Interestingly, the age of a mother’s children significantly impacts her online behavior, according to the report. Moms with children between the ages of 6 and 10 are less active on social media than those with younger children.
The study also found that as a mother’s children ages, her social-media activity decreases accordingly.
In addition to overall higher activity on social media among mothers with children under 5, the study revealed that the group was generally more likely to shop using mobile devices, with the iPad as the leading device.
“The iPad was the clear winner by a long shot for moms with young children," Blackburn said. "The percentages of other tablet brands were too low and too similar for us to draw conclusions from."
These latest findings appear to corroborate another recent study that found that 38% of children under 2 use mobile media.
Together, the data from both reports indicate that mothers are setting an example for their children through their mobile-device usage habits.
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