My Mom Just Joined Facebook!

February 11, 2011 | Dan

They are flocking to social media sites and shattering social teenage dreams as they monitor their kids, actively play games, socialize and connect with friends, raise awareness on causes, boast about their latest achievements, and promote their work. They’ve been called “Soccer Moms” and “Mama Grizzlies” in the past but “Facebook Moms” are here to stay and are the new social networking power users.

According to a study done by NPD Group 79% of all U.S. moms with children under the age of 18 are active on social media. Another study found that women over 40 have up to four times as many Facebook friends as their children. Even SNL created a “Damn It, My Mom is on Facebook” skit to make fun of this phenomenon. So what’s the big deal about this group of moms?

The 34-54 age group in general is the fastest growing demographic on Facebook and now represents 30% of the entire 500 million+ user base. The average Facebook user is 38 years old, and 61% of Facebook users are 35 or older. That’s a huge group of people, many of whom are moms, and companies are taking notice.

Take Fisher-Price and Kraft for an example. Fisher-Price created an app, “Moments to Share,” that is aimed at moms on Facebook. Kraft launched a “Comida Kraft” ads initiative aimed at Latina moms on Facebook. And then there’s social gaming. Slide, Playfish and Zynga have all reported that gamers are no longer the stereotypical teenage boys locked in their basements, but older women who have money to spend. The average player of Bejeweled (PopCap Games) is a 43-year-old-woman. Moms tend to be the ones that spend money and that makes them the prime target for game creators and brand advertisers.

Advertisers can use Facebook ads to target women within a certain age range and location. For example, currently there are about 31 million women in the United States between the ages of 25-45 (recent figures as represented in the interface). And we can safely assume that many of these women are moms, but there is no way to know exact numbers so impressions will be inevitably wasted.

The smarter way to target moms on Facebook is through a proprietary moms Facebook segment that is now available via our platform. This segment captures millions of moms that are on Facebook and have identified themselves as interested in products or services targeted to mothers. Utilizing this international segment with close to 6 million moms in the United States alone has shown itself to be valuable: providing a 40 percent lift in conversion performance in a large campaign recently compared to a group of married women between the ages of 25-45 in the United States. To find out more contact us today.


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