Third of parents buy products for kids online

Online retailers of products for babies and young children may be interested in new research that shows a third of mothers purchase such items online.

by Helen Leggatt

prospectiv%20logo.gif Lead generation firm Prospectiv has published findings from a recent survey involving 1,200 frequent purchasers of products for children under five.

The results showed that despite the respondents agreeing that buying products for young children was a “very personal” activity, a third (33%) do their shopping online.

A large majority of those surveyed said they use the Internet for researching children’s products by researching brands, prices and reading reviews from other parents. Half sought out product information, 44% looked for product savings and 7% searched for tips on how to use products.

Online retailers of products for babies and children should be making their sites a destination for parents to research, compare and discuss their needs. Most young parents nowadays are Internet users, some heavy, and many use forums for daily contact with others in similar situations.

"Marketers need to build consumer relationships, and our clients tell us that reaching consumers directly helps them cut through the clutter," said Prospectiv president and CEO, Jere Doyle.