Are mums responsive to social media marketing?

Retailers looking to expand a social media marketing campaign may find that their key audience is already online, after new research revealed that mums are using social networks more than the average adult.

The study conducted by BIGresearch for the Retail Advertising and Marketing Association (RAMA) revealed that women at home who have children are more likely to use Facebook (60.3 per cent) than the average adult (50.2 per cent).

Similar results were found in terms of other social networks, with 42.4 per cent of such women logging on to MySpace, compared to the 34.4 per cent average, and 16.5 per cent of mums using Twitter, in comparison to 15 per cent for the typical adult, the National Retail Federation reports.

Mike Gatti, executive director for RAMA, said: "Retailers who aren't engaging customers through social media could be missing the boat."

He added that the internet provides "efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones".

The news comes after Liana Evans, in a blog post for Search Engine Watch, said businesses could benefit from adopting a social media marketing strategy as more users were using such networks for search purposes.

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