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BizReport : Ecommerce archives : December 14, 2011

Mom's rate Facebook highly for brand comms

Facebook has been cited by today's moms as the most trusted space online to receive brand communications, according to a new study by Fleishman-Hillard in partnership with

by Helen Leggatt

Social media is changing the way moms research and find new products, according to the study of nearly 700 mothers, along with their in-store behavior. They are better informed about new products, coupons and promotions.

The study pointed to Facebook as being the most-trusted social environment (84%) for receiving brand communications and a third of moms that use the network follow more than 20 brands. About half (48%) of moms said they follow a brand on Twitter.

Blogging isn't dead when it comes to keep mothers informed. Two thirds of moms (63%) said blogger reviews played an important role in their purchase decisions.

Ads, on the other hand, aren't catching moms' eyes. Over half (56%) pay little attention to online advertising as they feel it can't be trusted.

"Moms indicated they are being communicated with via a lot of digital means, and their digital communications are coming from a lot of brands in each online space," said Liz Hawks, senior vice president and co-chair of Fleishman-Hillard's marketing-to-moms practice. "The study results show the extent to which social media is changing moms' expectations of brands and even retail purchasing behaviors."

Tags: blogging, brand marketing, Facebook, mom content, mommy blogger, online advertising, social media

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