According to a new study from Scarborough Research, Mom Bloggers’ social and political influence reach far beyond the confines of the playground (Women with at least one child in their household and have read or contributed to a blog in the past 30 days. They make up 14% of all American moms.) The study shows that Mom Bloggers are much more politically involved and socially mindful than their non-blogging counterparts, and are more than twice as likely as all mothers to have contributed to a political organization in the past twelve month
76% of Mom Bloggers assert that they “always” vote in presidential elections, while 45% “always” vote in state elections. In terms of party identification:
While no single political party unifies Mom Bloggers, the Study shows that they find consensus via cultural and environmental issues. They are more than twice as likely as all moms to have contributed to an arts/cultural organization. Additionally, Mom Bloggers are:
Deirdre McFarland, vice president of marketing and communications, Scarborough Research, notes that “...as politicians become more digital-marketing savvy and their campaigns more technologically sophisticated, the Mom Bloggers’ influence in the online community might make them a key demographic to watch this election year.”
Demographically, Mom Bloggers are 52% more likely than all mothers to have completed a college or post-graduate education.
Buying behavior for Mom Bloggers is consistently motivated by environmental concerns and awareness. For example:
Mom Bloggers’ online habits are also illustrative. In the past 30 days:
Says McFarland, “Mom Bloggers... are media makers... Mom Bloggers are a great example of people who use the Internet as their primary platform, but are still active with other kinds of media...”
For additional information from Scarborough Research, please view the Infographic here.