Word of mouth is as important—possibly even more important—to mothers as it is to consumers overall.
In a 2007 study, mom-focused research company BSM Media found 64% of moms asked other mothers for advice before they purchased a new product. Moreover, 63% of mothers surveyed by BSM considered other moms the most credible experts when they had questions.
Pregnant women and new moms also use WOM more than women in general or consumers as a whole, according to a Keller Fay Group and BabyCenter.com study fielded in 2008.
Seven out of 10 pregnant and new moms trusted what they heard from other moms. More than half said they tended to pass that information along.
Women in general have a high propensity to share positive information about a product. According to SheSpeaks, 87% of female Internet users will mention a favored product in conversation and 64% will forward an e-mail link to others.
“Marketers and retailers must recognize and encourage moms’ interest in sharing ideas with other parents,” said Debra Aho Williamson, senior analyst at eMarketer. “This helps empower mothers in their purchase decision process.”
Photo by ballison.
Expectant Moms Spread the Word
May 2, 2008 by Rich | 2 Comments
In Marketing, Strategy, Women
Melanie D. on May 3rd, 2008 at 9:40 am
I think there are other posts in this blog related to this one. I recall “Be Honest, Parents Aren’t Perfect” to be one of those.
Moms know best- i just love this tagline from ladyschoice
Dana Keith on May 8th, 2008 at 12:05 am
Woman in all aspects known to be open-minded, when it talks about Moms, well they really know what’s best.. If they come to seek for others opinion, it is because they just want it more better.