Just came across this report on parenting website babycentre.co.uk. Some interesting findings clearly presented.
This report was commissioned to analyse the social media habits of mothers and how that impacts on purchasing habits. It demonstrates what you might suspect – that social networking does indeed drive purchasing decisions – and in particular the consumer habits of mothers. Well why else would advertisers pay popular bloggers, you tubers and social networking sites to advertise on their pages? Despite this obvious finding there’s much to mull over here. For example [p10 of the pdf] how women adapt their social habit when they become mothers – for instance finding themselves having less in common with friends who don’t have children and feeling more comfortable with friends that do or new friends who are mums because they can talk about their children without fear of boring the other person. Is the world really divided between those who have and those who don’t have children. I’d like to think not but i have to say this point rings true in my experience. What’s your experience? Do the eyes of your friends-without-children glaze over as you discuss little johnny or jana? Also how mothers use social media to enhance their well being by posting about personal, health or professional goals and achievements. A positive thesis. A more negative thesis – one I’ve been reflecting on these past few years is how social media increases social anxiety and stress. Perhaps these are two sides to the same coin. The anxiety or stress we might feel by seemingly not having such beautiful, ambitious, achieving lives as our peers is placated by purchasing the product and services so conveniently placed next to our social activity… mmm.
Anyways – lots more to digest so take a look and if you see anything of a similar nature on your interweb travels do share. THis is all grist to the mill of my PhD.
For a summary:
Found anything else like this? Please share and help me broaden my PhD research net!
Post a link in the comments sections below – or if you’re seeing this on my FB page share with link with #socialmediamums.