Mom Central Consulting surveyed over 900 Moms to understand the power of peer influence. 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 every day, we wanted to understand which ones mattered most, especially to Mom!
When online, Moms engage with brands and bloggers for different reasons. 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
When interacting with a brand online
- 93% of Moms enter blog giveaways ” ￼￼￼
- 91% of Moms comment on blog posts ￼ ￼
- 65% of Moms redeem blog coupon codes
Moms are likely to stop reading a blog post if it’s not written in an authentic voice or it is purely product! focused with no story told around the experience!
94% of Moms TRUST 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.
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.
America’s working mothers are now the primary breadwinners in a record 40 percent of households with children – a milestone in the changing face of modern families, up from just 11 percent in 1960. Roughly 3 in 4 adults said the increasing number of women working for pay has made it harder for parents to raise children.
In all, 13.7 million U.S. households with children under age 18 now include mothers who are the main breadwinners. Of those, 5.1 million, or 37 percent, are married, while 8.6 million, or 63 percent, are single. The income gap between the families is large – $80,000 in median family income for married couples vs. $23,000 for single mothers.
With all this going on, one has to wonder if Mom’s really have the time to read Blog’s every week. The days of moms staying at home to raise children may be coming to an end. Maternity leave is usually very limited and it is hard to disconnect from work because of mobile devices. In other words, there are a lot of blogs competing for her time therefor it is essential that brand blogs help her become a better mom and wife as well as inform her about how she can take time for herself via tips to better juggle being a mom with having a career.