The Power of Mom

Who do mothers trust most when it comes to shopping for their families? Not company websites; not Facebook pages; and not their Twitter streams. It’s Mom’s tried and true circle of friends; it’s other moms and mom bloggers.

Word-of-mouth, mother-to-mother, it seems moms believe mother really does know best.

A study released by The 360PR MomSquad® reveals that after other mothers, moms prefer a brand’s website over Facebook pages and Twitter streams, although mothers everywhere are increasing their use of social media.

A full 77 percent of mothers surveyed said that friends and family were their most trusted source when it comes to brands; 54 percent cited websites, and 44 percent look to social media.

Mothers surveyed ranked value as the most important thing to consider when making a purchase. Seventy-five percent said they are using deal sites more often than they used to.

“Moms today pride themselves on being savvy shoppers,” said 360PR’s Laura Tomasetti. “While moms are price-sensitive, value doesn’t have to be just about price — it can translate to how relevant a brand is in mom’s everyday life. That has important implications for how brands communicate with moms, including message, frequency and how and where brands interact with moms.”

Shopping with Purpose

58.5 percent of moms said they are more likely to support brands that donate a percentage of profits to charity — 34 percent say it depends on the charity.
70 percent responded that they have ‘liked’ a brand on Facebook to support a cause.
93 percent say a brand’s values are important to them.
48 percent say they would pay more for a product if it is made in the U.S.
90 percent of moms surveyed said they purchase organic at least sometimes.
29 percent said they buy organic “whenever possible.”
38 percent report they buy organic “with certain foods.”
50 percent say they would be willing to pay more for a product if it is organic.

Word of Mom advertising. Now that’s power.

The study was released by The 360PR MomSquad® and conducted by 360 Public Relations and Cool Mom Picks.

Image: Hemera/Thinkstock

Read more: Conscious Consumer, Family, Home, Life, Money, Smart Shopping

Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

Danuta W.

2:19AM PDT on May 16, 2012

Thank you what a great article.

send a green star

Eternal G.

4:26PM PST on Mar 8, 2012

Yep...

Sarah M.

11:32AM PST on Feb 22, 2012

Interesting

Teresa C.

4:22AM PST on Feb 22, 2012

Interesting stats.

LMj S.

5:32PM PST on Feb 19, 2012

interesting article, thank you.

Fred K.

8:49AM PST on Feb 19, 2012

Read Alice Sheldon's (James Tiptree's) 'The Girl Who was Plugged In' for more details.

Nancy B.

6:10AM PST on Feb 17, 2012

No surprises here; I believe someone who has used a product and who has the same resources and needs I do. If their circumstances are similar, their needs are the same, and it works for them; it will probably work for me.

Kate R.

8:30PM PST on Feb 16, 2012

of course

Sue M.

11:44AM PST on Feb 16, 2012

thanks.

Molly S.

9:55AM PST on Feb 16, 2012

Whatever