2/1/13
More than nine in 10 moms (93%) are influenced by other moms’ recommendations, according to 360PR MomSquad and Mom It Forward. One in seven (15%) say these recommendations have a “big influence” on purchases.
One in two moms (50%) make recommendations about brands daily; 71% do so monthly.
Moms make more in-person recommendations than recommendations via social media (83% vs. 53%). These in-person conversations happen most often at their children’s daycare centers or schools (58%), at friends’ houses (54%), on outings with friends, such as meeting for coffee or exercising (48%), and at work (36%).
The majority of moms (59%) give in-person recommendations the highest possible rating for trustworthiness, while 14% rate social media as most trustworthy. Moms with children under age three are more comfortable relying on social media networks for recommendations than moms with older children.
Millennial-age moms with children under age three are the heaviest users of social media, especially Pinterest. The majority of moms (58%) use social media for more than one hour a day. Moms with kids ages 4-12 are the lightest social media users.
More than three in four moms (77%) follow at least one brand on social media; 23% follow more than nine. More than half (55%) post their own updates and interact with other moms on social networks.
Sources: Mom It Forward, Jyl Johnson Pattee, CEO, 1582 W. 1825 N., Provo, UT 84604; 801-971-9335; jyl@momitforward.com; www.momitforward.com.
360PR, Caroline Pierce, Parenting Practice Leader, 140 Clarendon St., #401, Boston, MA 02116; 617-585-5778; cpierce@360pr.com; www.360pr.com.
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