April 13, 2012 at 11:30 AM ET
Forget the weekly playgroup to compare notes with other moms — many now head straight to Facebook. Moms use the social media site more frequently than women without kids, and with far more finesse.
On Thursday, marketing firm Performics released its study of 3,000 active U.S. social networkers, and found moms were more proficient than other women at getting information from Facebook. Fifty-six percent of moms considered themselves to be "experts" at using social networks compared with 36 percent of other women.
"Moms continue to take advantage of the little spare time they have by utilizing all the tools at their disposal," Daina Middleton, Performics CEO, said in a statement.
Moms have had their Facebook accounts longer, as well, and use them more often. Most moms (85 percent) visit Facebook at least once a day, while 73 percent of women without children do. But don't think these moms are sitting around at their computers during naptime — mothers will lead the use of Facebook on mobile devices, according to the report. A third of moms said they'll use mobile versions of Facebook more in the future, versus a fifth for other women. And they already have the tools to do it — nearly twice as many moms own both a smartphone and a tablet compared to women without children.
Nearly two-thirds of moms believe they can influence companies by voicing their opinions on Facebook. They are quick to praise and promote brands they like. Almost 60 percent of moms make product recommendations on Facebook; only 44 percent of those without kids do.
Moms also appear to be more likely to buy a product based on a recommendation they see on Facebook. And we're not talking milk and diapers — the study found that social networking moms were most influenced to buy clothes, cars and travel.