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November 02, 2012

It's Official: Moms Love Facebook after Kids Go to Bed

By Tracey E. Schelmetic, TMCnet Contributor

When Facebook (News - Alert) first became popular, it seemed like something that would remain firmly in the youth demographic. At least…that’s probably what the youth demographic hoped.

Fast forward to today, and Facebook is popular with nearly every demographic group. Those admiring Perry Como or organizing a 50th high school reunion are just as visible as groups admiring Taylor Swift (News - Alert) or raising middle school spirit.

It turns out that one demographic group is particularly fond of Facebook (much to the dread of children all over the world) – Moms. Australian marketing company Mums Now recently surveyed 1,000 mothers, and concluded that 99 percent of them had Facebook accounts, according to Mashable this week.

Most admitted they use the social media site up to three hours a day, the company said.

So when do Moms Facebook? After the kids are in bed, apparently. The majority of survey respondents reported that their Facebook activity generally occurred at night between 8 and 10 p.m., researchers said.

Online activity was significantly lower during the weekdays from 8 a.m. to 4 p.m.

"Mums cannot only keep in touch with friends, but can find out about sales, new products, recipes and more," Mary-Anne Amies, director for Mums Now, told The Australian. For Mom entrepreneurs, she said, it's a useful marketing tool, which also keeps them up to date during off hours.

And not only do Moms love Facebook, but it’s apparent that Facebook must love Moms. Why? Mothers are apparently most likely to “like” brands on Facebook, according to a survey published in June of this year by Burst media.

Fifty-eight percent of moms follow or like brands on social media sites. Since women with children do the majority of consumer spending, at least in the U.S., it seems like a mutually admiring relationship.

Edited by Braden Becker
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