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BizReport : Ecommerce archives : February 11, 2010


Influence of video reviews growing among online moms

Research has shown that consumers put more trust in what other consumers have to say about a product or service than the spiel dished out by advertisers and manufacturers. Online video review website, EXPO, found that moms are no different and the ways in which they consume user-generated reviews are expanding.

by Helen Leggatt

While traditional channels, such as newspaper inserts and in-store promotions, continue to be major influencers, online channels are increasingly being used by moms, found a survey by EXPO.

Some moms use Facebook, others use Twitter, blogs or price-comparison and review sites. Most read user-generated text reviews but user-generated online videos are becoming a format being given more attention and credence.

According to EXPO's survey of 1,725 mothers, 64% had watched user-generated video of which over three-quarters said it had helped them make a purchase decision.

And it's not all one-way. Moms themselves are posting reviews on social networking sites and YouTube. Over half (51%) share their opinions of products on Facebook, while 28% used their personal blogs and another 15% used Twitter. Currently only around a third (36%) have used video to do so.

But expect to see more video reviews from moms - 90% of respondents to the survey said they "would" upload a video they had made about a brand or product in the future.

They're willing and able, so why not ask them?






Tags: moms, online shopping, product reviews, survey, video reviews








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