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Moms 61% More Likely to Visit Pinterest

  |  May 11, 2012   |  Comments

A Nielsen study shows moms are 35% more likely to shop for clothes online.

Your mom may not be the most tech savvy member of your family, but she is more likely to shop online, follow a brand on a social network, or visit Pinterest.

With Mother's Day approaching, Nielsen looked at the online activities of American Moms. The report, The Digital Lives of American Moms, paints a portrait of women who rely on the Web not just for convenience and savings, but social connections and medical information.

America's moms are shopping for a wide range of items online at a greater rate than most Americans in an effort to save time and money. "Moms are 35 percent more likely to shop for clothes, 50 percent more likely to buy toys, 29 percent more likely to buy music, and 23 percent more likely to purchase e-books online within the past 30 days," according to the study, which was released Friday. The study compares mothers to the average American.

Moms can also take credit for fueling the rise of one of the most buzzed-about social sites, Pinterest. They were 61 percent more likely to visit the site than average Americans, according to the study. Mom visits to Pinterest accounted for 4.9 million views in March, making it the most-visited site among American moms for the month.

Disney Online ranked just below Pinterest among most popular sites for moms with 4.8 million views, followed by the iVillage Network (4.4 million), WebMD (4.2 million) and Everyday Health (3.8 million).

As with most Web users, moms are also going online to connect at a high rate. Three out of four American moms visited Facebook in March, and one out of three bloggers are now moms. Facebook was the top social network among moms, followed by Blogger, Twitter and Wordpress. Tumblr has not yet seemed to catch on with the group, with just over 8 percent of moms visiting the site in March.

Moms did prove to be mobile-savvy: 50 percent visited a social network through their mobile devices in March, compared to just 37 percent of the general population. About 54 percent of moms own smartphones.



Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

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