Moms are spearheading the transition from desktop social networking to mobile social networking, according to an eMarketer report, with more than 60% of moms using smartphones and one-fifth using tablets. That's driving a marked increase in moms' total social-network use but presents some challenges for marketers, who must take a holistic approach to social advertising. "Businesses that take this approach not only stand a better chance of reaching moms now, but they can prepare themselves for the inevitable usage shift that other demographic groups will make," the report argues.

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