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Mother Facebookers high in FoMO

In our company’s May Leisure eNewsletter, we had an article on harnessing the power of FoMO (fear of missing out). Now along comes some data that indicates that FoMO may be strongest among mothers with children under 18. Nearly 9 in 10 (86%) of these mothers will be Facebook users this year according to eMarketer. And these mothers are heavier users of Facebook than the general population, checking the social network on average 7.4 times a day vs. 5.9 times for all Facebook users. And perhaps due to FoMO, those mother daily check-ins increased by 57% from just 4.7 in 2012.

Mothers have also gone mobile. In 2015, 67% logged onto the social network via a mobile phone, up from just 43% in 2013.

Mothers don’t want to miss out. Their more frequent Facebook usage means LBEs and FECs that target families need to have their social presence up to par to capture mothers and keep them and their families as customers.

About Randy White

Randy White is CEO and co-founder of the White Hutchinson Leisure & Learning Group. The 30-year-old company, with offices in Kansas City, Missouri , has worked for over 550 clients in 36 countries in North and Latin America, Africa, Asia, Europe and the Middle East. Projects the company has produced have won seventeen 1st place awards. Randy is considered to be one of the world’s foremost authorities on feasibility, brand development, design and production of experience destinations including entertainment, eatertainment, edutainment, agritainment, play and leisure facilities. Randy was featured on the Food Network’s Unwrapped television show as an eatertainment expert, quoted as an entertainment/edutainment center expert in the Wall Street Journal, USA Today, New York Times and Time magazine and received recognition for family-friendly designs by Pizza Today magazine. One of the company’s projects was featured as an example of an edutainment project in the book The Experience Economy. Numerous national newspapers have interviewed him as an expert on shopping center and mall entertainment and retail-tainment. Randy is a graduate of New York University. Prior to repositioning the company in 1989 to work exclusively in the leisure and learning industry, White Hutchinson was active in the retail/commercial real estate industry as a real estate consultancy specializing in workouts/turnarounds of commercial projects. In the late 1960s to early 1980s, Randy managed a diversified real estate development company that developed, owned and managed over 2.0 million square feet of shopping centers and mixed-use projects and 2,000 acres of residential subdivisions. Randy has held the designations of CSM (Certified Shopping Center Manager) and Certified Retail Property Executive (CRX) from the International Council of Shopping Centers (ICSC). He has authored over 100 articles that have been published in leading entertainment/leisure and early childhood education industry magazines and journals and has been a featured speaker at conventions of over 20 different leisure trade groups. Randy is the editor of his company's Leisure eNewsletter, has a blog and posts on Twitter - https://twitter.com/whitehutchinson
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