Study: Social marketing reaches parents

Published on
by Brafton Editorial
Parents are becoming much more active on social networks, and marketers might find social advocacy goes a long way in impacting purchases for moms and dads.

Parents are becoming much more active on social networks, and marketers might find social advocacy goes a long way in impacting purchases for moms and dads. Though parents are initially driven to social sites by the need to watch out for their children a report from Retrevo notes these individuals later become engaged by social networks, generating a substantial number of friends and constantly checking their profiles from their phones.

According to Retrevo, adults with iPhones and Android devices tend to be more avid social media users – between 40 and 55 percent have more than 250 friends on Facebook, which isn't far off from most 20-something consumers. Smartphone owners were also the least likely to have a small number of friends.

Moreover, 18 percent of parents who are iPhone users and 12 percent of who are Android users indicate that social media has become a bigger part of their lives, as they prefer to check their social networks rather than engage in other activities they previously enjoyed.

“Gadgets and social media are becoming an increasing presence in parents' lives, for better or worse, with 'iDevices' largely leading the way. The days where kids shared a single landline with the household are disappearing as constantly connected families explore this brave (and even new) world of social media communication, its benefits and consequences,” notes the source.

Recent data from comScore indicates social network usage is one of the leading activities among smartphone owners of all demographics. More than one-quarter of smartphone owners (28 percent) visit social networks from their devices.

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