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BizReport : Social Marketing : May 10, 2013


Online 'thumbs up' crucial to moms' purchasing decisions

Parenting and retail brands need to keep a close eye on what's being said in online social circles, as many moms in the UK rely on blogs, reviews, and social chatter to help make purchase decisions.

by Helen Leggatt

A survey, commissioned by communications agency Diffusion, has found that 40% of UK mums have gone on to make a purchase after reading blog entries and social media.

The survey of 200 British mothers aged 18-44 also found that 15% visit parenting forums at least once a week, and 21% have contributed by leaving a question or adding an opinion. Twelve percent visit the Facebook Pages of parenting or children's' brands at least once a week and 7% have left a comment.

For 16% of moms, the information found on parenting blogs and forums is more trustworthy than that in traditional media such as newspapers or on TV, and 42% find such sites more impartial and independent than traditional media.

"It is clear from the research that UK mums are placing increasing trust in online forums and social networks as a source of parenting insight. As the research shows, sharing experiences and insight can be a reassuring form of behavior for many mums, with community advocacy of advice, reassuring many parents that they are doing the right thing," said Tom Malcolm, Head of Consumer at Diffusion. "The challenge for brands and publishers is maintaining this positive environment so that further engagement and interaction is encouraged, strengthening and helping these communities grow."

Online pregnancy and parenting website BabyCenter recently published its 2013 Social Mom Report which shows moms' use of social media is higher than the general public across all the major social networks such as Pinterest, YouTube, Instagram, and even Google+.

The report found that almost all (91%) of moms now use a social media network regularly. They will even check their various social networks before pouring the first coffee of the morning and are four times more likely to check their social networks via a smartphone (89%).






Image via Shutterstock

Tags: blogs, moms, online reviews, parenting, retail, social media, UK








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