moms

3 in 4 American moms visit Facebook, and most have smartphones: Nielsen

May 11, 2012 at 2:44 PM ET

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You've seen her, or maybe you are her: The mother with a phone in one hand, kid in another, and run, run, running to keep up with the demands of work, family, friends. Nearly 75 percent of those U.S. moms visited Facebook in March, and 54 percent of them have smartphones, higher than the national average, according to Nielsen.

Those are some of the stats shared in the research firm's snapshot of "The DIgital Lives of American Moms," released Friday.

"Moms are at the center of their family's offline life, so it's little surprise they're also at the center of many of the biggest trends online as well," said Nielsen.

Among the firm's findings, based on statistics from March:

  • While Facebook reigns as the top social network or blog for moms, with 72.5 percent of them going on the site in March, next in line were: Blogger, visited by 24.3 percent; Twitter, 14.1 percent; WordPress, 10.8 percent; and Tumblr, 8.3 percent.
  • Pinterest, the site that allows users to "pin" info, links and photos onto a virtual bulletin board, was the top "family and lifestyle" site by moms in March, with 4.9 million mothers visiting the site in March. Nielsen said moms are 61 percent more likely to visit Pinterest than the average online user.
  • Disney Online was the second-favorite family and lifestyle site, with 4.8 million mom visitors in March, followed by iVillage Network (4.4 million), WebMD (4.2 million) and Everyday Health (3.8 million).

"When using social media, moms are 38 percent more likely to become a fan of or follow a brand online, and moms who blog are more than twice as likely to follow brands and celebrities compared to the online average," Nielsen said. 

Moms also visit blogs more often: They're over 25 percent more likely than the general online populace to hit WordPress and Blogger. In fact, about one in three bloggers are moms, and 52 percent of bloggers are parents with kids under 18 in their household.

While many of us shop online 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," Nielsen said. 

That mom who has the phone attached to her palm is not only busy checking on children, schools and schedules, she's also checking social media, Nielsen says: At least half of moms use their mobile devices to do so, compared to 37 percent of the overall online population.

More stories about the crazy digital lives we lead:

Check out Technolog, Gadgetbox, Digital Life and In-Game on Facebook, and on Twitter, follow Suzanne Choney.

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