In one of the largest studies of digital activities of moms to date, ShareThis and Digitas released research that offers new insights into how moms engage online. While brands have long understood that moms are connected and influential, this research explores the intricacies of how moms are sharing online, what social channels they are using the most, and how much influence they have when sharing content with others.

1. Wired for
Sharing
Social Moms Study

2. Methodology
1
One of the largest studies examining the online activities of moms.
ShareThis identified 200,000 moms aged between 25 - 54, with children in the
household, married, separated or single. While brands have long understood
that moms are connected and influential, this research explores the intricacies
of how moms are sharing online, what social channels they are using the most,
and how much influence they have when sharing content with others.
We examined their online behavior across the 2.4mm sites in the ShareThis
network over a one-month period, analyzing over 1mm social signals. Finally we
benchmarked their behavior against the general population averaged from the
200mm users in our network.

3. Just how social are moms?
2
Moms are 3x more social than the average user.
We found that 30% of the moms in our segment shared
content during the 30 day monitoring period, compared to
the network average of 10%
Somebody compliments
my husband and he says,
‘thanks”. If the same
thing happens to me,
there’s a half an hour
conversation about where
I got the shoes and how I
did my hair.
“
“
- Jill Smokler
“Scary Mommy”

4. What do moms share?
3
Moms are most likely to share content about parenting, followed
by movies & TV. Together these comprise 1/3 of all shares by
moms.
$
18%
15%
10%
6% 6% 6% 6%
4% 4%
3% 3% 3% 3% 3%
2% 2% 2% 2% 2%
PARENTING
MOVIES&TV
TECHNOLOGY
HEALTH
POLITICAL
ELECTRONICSSHOPPING
CASUAL/ONLINEGAMES
FOOD&DRINK
SCIENCE
CULTURE/RELIGION
HEALTH&FITNESS
MUSIC
SPORTS
MONEY&FINANCE
TRAVEL
HOME&GARDEN
PETS
EDUCATION
BEAUTY

5. How does their sharing differ
from their browsing?
4
While nearly 20% of their shares are about parenting, it is only
9% of consumption. By contrast, online games represent nearly
10% of all content consumption but only 5% of sharing.
$
22%
10%
9%
8%
6% 6%
5% 5% 4% 4%
3% 3% 3%
2% 2% 2% 2%
1% 1%
MOVIES&TV
CASUAL/ONLINEGAMES
PARENTING
MUSIC
SPORTS
SCIENCE
TECHNOLOGY
MONEY&FINANCE
HEALTH&FITNESS
FOOD&DRINKS
EDUCATION
POLITICAL
HEALTH
PETS
ELECTRONICSSHOPPING
CULTURE/RELIGION
BEAUTY
TRAVEL
HOME&GARDEN

6. 5
For this analysis, we calculated where the biggest differences lay
between moms’ sharing and the general population.
Percent difference in sharing volume (moms vs. general population)
Where do moms differ from
the general population?
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
SCIENCE PETS HEALTHEDUCATION PARENTING FOOD & DRINKCLOTHING
MOMS
GENERAL POPULATION
BEAUTYMUSIC
388%
LIFT
JEWELRY
338%
LIFT
336%
LIFT
314%
LIFT
304%
LIFT
287%
LIFT
286%
LIFT
274%
LIFT
242%
LIFT
226%
LIFT

7. Where do they share?
6
FACEBOOK PINTEREST TWITTER EMAIL
STUMBLE
UPON
REDDIT BLOGGER TUMBLR
GENERAL
56% 12% 10% 7% 5% 4% 3% 3%
MOMS
34% 29% 6% 7% 14% 4% 5% 1%
For moms, Pinterest is like a snapshot of the perfect life, and
it’s very easy to get lost for hours looking at all the beautiful
pictures.
“ “ - Jill Smokler
“Scary Mommy”

8. How influential are they?
7
Moms are 8.22% more influential than the general population.
Moms generate 9.5 clicks
per piece of shared content.
Compared to the population average of 8.75, this
means moms are 8.22% more influential than the
average user.
Moms value fellow mothers’ opinions more than those of other people because
they can relate to them more. When I find something I love, I share it, when I
find something I hate, I share it. Just like in everyday life.
“ “ - Jill Smokler
“Scary Mommy”

9. 8
Moms are most likely to share content at 3pm, after lunch,
before the kids get home from school -- in contrast to 8pm
which is the most active time for the general population.
When do they share?
12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11
HOURS OF THE DAY
Moms General Population

10. MI
AR
IA
IN
ID
ME
MO
OR
UT
SD
ND
KS
IL
NY
VT
RI
DC
MA
9
This chart is calculated by dividing on the total volume of shares from that State by its population, to give us a “sharing rate” by State.
Which States have the most
social moms?
Moms in East Coast and Mid-West States are more likely to
share content than their fellow moms on the West Coast.
Moms General Population
Parents are passionate about being parents and so it’s natural
they want to share this with everybody they know.“
“
- Jill Smokler
“Scary Mommy”

11. 10
What does this mean for
marketers?
Moms are highly active on social networks and are heavy sharers
so a social strategy is key to connect with modern moms.
• Moms are influential, so messaging these users can create significant pass-along (word of
mouth) value.
• Parenting and entertainment content are two of the most shared types of content by
moms and so creating experiences around these areas will generate more engagement.
• Moms are disproportionately high users of Pinterest – use social channels efficiently and go
beyond Facebook and Twitter to engage moms where they are sharing content.
• The best time to reach moms through social media is around 3pm, after lunch, before
school is out.
• Moms in the East Coast and Central regions are more likely to share content than West
Coast moms.
“Everyday, we see more and more leading brands explore new ways to both identify and engage in-
fluential women online,” said Megan Calhoun, founder and CEO of SocialMoms.com, a network that
helps connect brands to its network 45,000 influential social media personalities and bloggers. “The
strategy may be proven, but the key to success still revolves around authentic and engaging content
that begs to be shared and earns its way into conversation.
“

12. About ShareThis
11
ShareThis powers the social web, touching the lives of 95 percent of U.S. Internet users
across more than two million publisher sites and 120+ social media channels. It makes
content more engaging for publishers and marketing more effective for brands by
tapping into the purest expression of interest-based social activity. ShareThis is the
company for those wanting to make the world more connected, trusted and valuable
through sharing. Based in Palo Alto, CA, the company is privately held.
Contact Information:
ShareThis
646-396-6977
marketing@sharethis.com
www.sharethis.com | Twitter: @ShareThis | ShareThis Facebook | ShareThis Blog

13. 8
About DigitasLBi
DigitasLBi, the leading, “most complete” global digital agency network, partners with some
of the foremost marketers and brands in the world. Also a top ten global agency, DigitasLBi
comprises of 5,700 best-in-class digital and technology experts in 25 countries around the
world.
In 2012, Digitas and LBi received a combined total of over 200 awards globally including
two Cannes Lions Grand Prix’s and SXSW People’s Choice Award. Digitas was also recently
named OMMA Agency of the Year 2012 and LBi UK Digital Agency of the Year 2012 by Mar-
keting magazine. Digitas USA operates the brand content platform, The Third Act: producers
of first and most well renowned event on digital content, The NewFront.
With sister agencies Starcom MediaVest Group, ZenithOptimedia, Denuo and Razorfish, Digi-
tasLBi is a member of Publicis Groupe. Publicis Groupe [listed on the Euronext Paris Exchange
- FR0000130577 - and part of the CAC 40 index] is the world’s third largest communications
group. With activities spanning 104 countries on five continents, Publicis Groupe offers local
and international clients a complete range of advertising services. Web site: www.publicis-
groupe.com
www.digitas.com | Twitter: @Digitas | Facebook: Digitas Fan Page | Blog: Digitas Distillery