11/02/12
Seven in 10 moms with children age 12 or younger (71%) recommend products, services, and/or brands to other moms at least once a month, according to 360PR. Half (50%) make such recommendations daily. Nine in 10 moms (91%) say they’re at least somewhat influenced by the recommendations of other moms, and 15% say these recommendations have a big influence on their purchase decisions.
Moms are more likely to make product and brand recommendations to other moms in person than via social media (83% vs. 53%). Although 22% feel there’s no difference between online and face-to-face communications, 56% say in-person conversations last longer, and 35% believe they’re more honest than online interactions.
Although they prefer to interact in person, moms are active on social media as well. Almost six in 10 (58%) spend more than an hour every day using social media. More than three quarters (77%) follow at least one brand on social networks.
Source: “The Mom Next Door: Why And How Moms Make Recommendations,” October 2012, 360PR, Caroline Pierce, VP Parenting Practice, 140 Clarendon St., Boston, MA 02116; 617-585-5770; www.360publicrelations.com
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