If you’re a brand using social media platforms such as Twitter and Facebook and your key demographic is moms, you’ve had it really good over the past few years – mothers are highly active social media users, and are far more likely to read, engage with and share your content than any other demographic.
Or rather, they were, as a new study has revealed that moms might be getting a little jaded with social media, with more than half having considered stepping back.
Current Lifestyle Marketing surveyed U.S. mothers aged 18 to 64 with at least one child in the household, and found that half said that they felt pressure to create the impression that their lives were perfect on social media.
Accordingly, 53 percent – and almost two-thirds of 18-24 year-olds – said that they have considered taking a break from or stopping use of social media.
eMarketer estimates that about one in five social media users in the U.S. are mothers, but expects this share to decline slightly in the coming years.