Moms are a key demographic for social media marketers across many industries, with study after study suggesting that mothers, particularly expectant mums, are highly-engaged users of social channels and, critically for brands, often the primary buyer in the home.

In their 2013 UK Social Mum Report, BabyCentre discovered that slightly more than one-quarter (27 percent) of 18-34 internet-using mothers in the United Kingdom are active on Twitter, ranking the micro-blogging social network a distant third behind Facebook and YouTube (79 percent each).

However, filter that data through smartphone or tablet-owning moms, and Twitter’s number leads to a significantly more robust 67 percent. Facebook still leads the way (at 89 percent), and Pinterest (60 percent) is also very strong on mobile devices.

(Source: eMarketer. Mom image via Shutterstock.)