Starting with 67.1% (for parents with kids under six), the study saw a gradual but steady decrease in usage ending at 55.2% for parents with kids over 18. My guess is that the decrease is based on two factors, parental age and lifestyle.
Though there are exceptions to the rule (Elton John), most sources quote the mean age for a first baby at 25 to 27 years old. So the top level of responders in this survey are in their early-thirties and under. That alone, will account for more social media usage.
Lifestyle also plays a part in parental usage for as the kids get older, the schedule usually gets busier. Where the first group of moms are often home alone with a new baby, desperate for some social contact, even of the virtual kind, moms with older kids are running to soccer games and ballet class so there is less time for online.
The good news for marketers is that the “Under Six” families are not only online more often, but they’re also actively engaged in buying stuff. 77.6% said they were looking for new computer equipment, 72.4% were in the market for a new car and 71.8% were contemplating a household appliance. Face it, a new baby changes everything and there is no end to the items a new parent needs.
If you have a product aimed at families with young children, ramp up those social media efforts because according to Media Audit, you’ve got yourself a captive audience.