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.