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.