MMC Blog - The Inside Scoop

When it Comes to Purchasing, Moms Do Their Research…Online

Women, particularly mothers – who represent a $2.4 trillion market – are making about 83-87 percent of purchase decisions in American households.

In March 2013, Mom Central Consulting surveyed 900+ moms to understand the power of peer influence on these purchasing decisions. The results showed the following about moms:

  • 99% research products online before purchasing; of which, 87% specifically look for first-person recommendations. Marketers need to engage with consumers to get feedback and address it to maximize positive brand sentiments.   
  • 81% read 5+ blogs per week, which confirms the importance of encouraging online influencers to blog about your brand.
  • 76% trust social media recommendations for products before purchasing them, and 69% are more likely to purchase if a product is recommended by those they follow on social networking sites.

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