Mobile Helps Parents Make Better Purchasing Decisions (Infographic)

By David Cohen Comment


Facebook IQ continued its study of parents with a look at how mobile technology is enabling them to become smarter consumers.

The social network’s research arm shared the infographic below, containing the results of a study of parents of infants, toddlers, adolescents and teens around the world between the ages of 25 and 65, as well as Facebook and Instagram data from eight markets– Australia, Brazil, Canada, Germany, Mexico, Spain, the U.K. and the U.S.— quantitative work from Ipsos MediaCT, qualitative research led by Sound Research and feedback from 8,300 parents and five parenting experts.

Its findings included:

  • 41 percent of millennial parents say mobile devices help them become better consumers when making purchases for their families, compared with 30 percent of baby boomers.
  • Parents are five times more likely to use Facebook when making family purchasing decisions than parenting websites, seven times more likely than magazines and three times more likely than leading online video platforms.
  • 56 percent of moms follow businesses on Instagram, and 62 percent consider Instagram a place to learn about products and services.

Facebook IQ said in a blog post introducing its study:

What we learned is that, more than ever before, there’s a wider web of influence on parents’ decisions. The modern family is an inclusive environment where friends, experts, brands and especially kids’ opinions are encouraged and taken seriously. From the everyday moments, like, “What movie should we watch?,” to big-ticket purchases, like, “PC or Mac?,” children in particular are shaping the direction money is flowing at home.

Readers: What are your thoughts on Facebook IQ’s findings?