Mothers that visit popular social networking sites Facebook, MySpace and Cafemom appear to share similar characteristics in terms of online media behavior.

Those that frequent Cafemom have a much stronger affinity for their network than the others, according to a study from Lucid Marketing (via MarketingCharts).

The research found that Cafemom members are more likely to say they are "addicted" to their network of choice, and more apt to say they greatly value the connections, support and shared experiences with other moms they meet there.

While Facebook and MySpace strive to offer something for everyone, Cafemom's ability to create a meeting place exclusively for mothers is key to its enthusiastic userbase, according to Kevin Burke, founder of Lucid Marketing. "They've done a great job of building a community of moms to find other like-minded moms."

Additional findings about social networking moms:

• Moms that belong to socnets go online for the same reasons, regardless of which social network they join.

• The majority of moms on all three networks feel their profile is an extension of who they are.
• Only 5% or less are involved in social networking to keep up with their kids.
• The activity of moms addicted to social networks is different from moms who have never tried a social network in two prominent ways:
  • They are 170% more likely to go online for their own amusement purposes
  • They are 30% more likely to go online to socialize.
  

The study also found that moms addicted to social networks are more active in the blogosphere compared with moms who've never tried a social network. These social network addicts are 288% more likely to publish their own blog, and 851% more likely to comment on blogs.

Another area of difference, in terms of receptiveness to marketing communications, is how moms feel about special promotions. Moms addicted to social networks rate special promotions positively 123% more often than moms who have never tried a social network. This is likely because such offers give them something to share with their online network of friends, Lucid said.

A NewMediaMetrics study found Gen X and Gen Y moms use the internet differently. In particular, Gen Y mothers are more attached to media that connects them to other moms online — including internet communities, blogs and video-sharing sites.

About the research: Findings from the "Social Media & Moms, Online Social Networks Edition" are based on survey data gathered from 457 US women with children of various ages, randomly recruited online between August 12 and September 12, 2008. As an incentive, $5 for every 10 people who completed the survey was donated by Lucid Marketing to the St. Jude Children's Research Hospital.