retail news in context, analysis with attitude is out with an estimate that “23 million US moms are on Facebook this year—a figure that counts women with children under 18 in the household who use the site at least once each month. That represents well over two thirds of all online moms in the country. Overall, eMarketer estimates that just 57.1% of internet users (including children) use Facebook monthly.”

And, the story goes on: “Facebook, of course, is not the only social networking site moms use. Overall, 26.5 million mothers with kids in the home use social networks at least once per month, or 79.2% of online moms. This compares to 63.7% of internet users overall.”

What this means is that as a percentage of users, Facebook and social media in general have higher penetration numbers among moms than internet users in general.
KC's View:
Which is sort of remarkable since it does not seem like so long ago that many people thought that the internet was male domain, or a kids’ domain. But now it is dominated by women, who are using these social media vehicles, in part to talk to each other about goods and services.