2. From searching for reviews online to asking friends for
personal feedback, consumers look to peers for advice
before making everyday purchases. In a culture where
recommendations are shared through more and more
channels everyday, we wanted to understand which ones
mattered most, especially to Mom. !
!
In March 2013, Mom Central Consulting surveyed over
900 Moms to understand the power of peer influence. !
!
Here's what we learned:
3. v"
81%of Moms read
5+ blogs per
week !
91% 65% 52% 25% 23%
Moms use social media daily!
Moms embrace social media connectivity!
v"
v"
v"
4. When online, Moms engage with brands and
bloggers for different reasons!
5. Moms visit blogs to…!
84%read authentic content
about topics that
interest them !
73%discover great new
products !
71%research products they
are considering
purchasing !
68%find coupons and
promotions !
6. When interacting with a !
brand online…!
93%
91%
""
of Moms
enter blog
giveaways!
of Moms
redeem blog
coupon codes!
65%
of Moms
comment on
blog posts!
7. “the blogger’s
lifestyle and
interests match !
my own”!
“the blogger has
children around the
same age as mine”!
“the blogger is
around the same
age as me”!
94%
62%
42%
Moms are more likely to read blogs if…!
8. It is not written in an
authentic voice!
It is purely product!
focused with no story !
told around the experience!
1. 63%
62%!2.
Moms are likely to stop reading a blog !
post if…!
Authenticity matters
10. 94% !
of MomsTRUST
products more for their
families after they’ve
done their own research!
! !When doing product
! !research online, Moms
! !are most likely to click
on retail websites (e-
commerce reviews) and
blogger reviews for !
more information!
11. Blogs influence Moms most when
purchasing:!
f " Y"B"
73%
Household !
Products!
Food/!
Beverage!
Home!
Décor !
65% 60%
of MomsTRUST blogs as a
source of product information!91%!
12. 83%
of Moms find the product
recommendation of a
blogger more authentic than
traditional media messaging!
76%of Moms have sought out
information on blogs about
a product they first learned
about through !
traditional media!
Moms rely on blogs for reliable information!
13. Bloggers influence Moms purchasing habits!
of Moms have
purchased a product
after hearing about !
it from blogger!
92%
14. ! ! ! ! !of MomsTRUST social media
recommendations for product information prior to purchase!
76%!
15. v"
of Moms are more likely to PURCHASE a
product if the product is recommended by
those they follow on social networking sites!69%
Social media recommendations drive
purchase!
16. E-commerce reviews
influence Moms most
when purchasing:!
Technology
Items !
Large-Ticket
Items!
63% 57%
of Moms are more likely to purchase a
product if it receives a high star rating
on ecommerce reviews!
67%!
17. Online Influencers Drive Sales !
In today's social world, Moms rely on the trusted voices
of peer online influencers to inform their purchasing
behavior. Authentic feedback, written by those they can
relate to personally, shapes Moms' opinions along the
path to purchase. Creating relationships with these
enthusiastic advocates – and the resulting online
conversations they drive – can establish a sustainable
and loyal relationship between brands and their
consumers.!
!
