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From searching for reviews online to asking friends for personal feedback, consumers look to peers for advice before making everyday purchases. In a culture where recommendations are shared through more and more channels everyday, we wanted to understand which ones mattered most, especially to Mom. In March 2013, Mom Central Consulting surveyed over 900 Moms to understand the power of peer influence.
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How Online Influencers Drive Sales
From searching for reviews online to asking friends for personal feedback, consumers look to peers for advice before making everyday purchases. In a culture where recommendations are shared through more and more
channels everyday, we wanted to understand which ones mattered most, especially to Mom.
In March 2013, Mom Central Consulting surveyed over 900 Moms to understand the power of peer influence.
Here's what we learned:
v
81% of Moms read 5+ blogs per
week
91% 65% 52% 25% 23%
Moms use social media daily
Moms embrace social media connectivity
v v
v
When online, Moms engage with brands and bloggers for different reasons
Moms visit blogs to…
84% read authentic content
about topics that interest them
73% discover great new
products
71% research products they
are considering purchasing
68% find coupons and
promotions
When interacting with a brand online… 93%
91%
of Moms enter blog giveaways
of Moms redeem blog coupon codes
65%
of Moms comment on
blog posts
“the blogger’s lifestyle and interests match my own”
“the blogger has children around the same age as mine”
“the blogger is around the same age as me”
94% 62%
42%
Moms are more likely to read blogs if…
It is not written in an authentic voice
It is purely product focused with no story told around the experience
1. 63%
62% 2.
Moms are likely to stop reading a blog post if…
Authenticity matters
of Moms research online prior to making purchases 99%
94% of Moms TRUST products more for their families after they’ve done their own research
When doing product research online, Moms are most likely to click
on retail websites (e-commerce reviews) and blogger reviews for more information
Blogs influence Moms most when purchasing:
f Y B
73%
Household Products
Food/ Beverage
Home Décor
65% 60%
of Moms TRUST blogs as a source of product information 91%
83% of Moms find the product recommendation of a blogger more authentic than traditional media messaging
76% of Moms have sought out information on blogs about a product they first learned about through traditional media
Moms rely on blogs for reliable information
Bloggers influence Moms purchasing habits
of Moms have purchased a product after hearing about
it from blogger
92%
of Moms TRUST social media recommendations for product information prior to purchase
76%
v
of Moms are more likely to PURCHASE a product if the product is recommended by those they follow on social networking sites 69%
Social media recommendations drive purchase
E-commerce reviews influence Moms most
when purchasing:
Technology Items
Large-Ticket Items
63% 57%
of Moms are more likely to purchase a product if it receives a high star rating on ecommerce reviews
67%
Online Influencers Drive Sales
In today's social world, Moms rely on the trusted voices of peer online influencers to inform their purchasing
behavior. Authentic feedback, written by those they can relate to personally, shapes Moms' opinions along the path to purchase. Creating relationships with these
enthusiastic advocates – and the resulting online conversations they drive – can establish a sustainable
and loyal relationship between brands and their consumers.
![[Report] Social Influencers Drive Consumer Engagement](https://img.dokumen.tips/doc/110x75/5440f711afaf9f36248b45b9/report-social-influencers-drive-consumer-engagement.jpg)
