Moms More Influential In Person Than on Facebook

In-Person Recommendations Trump Social Media: The mom chatting up other school moms at school drop-off is more influential than the Facebook mom, finds a study by 360PR MomSquad and Mom It Forward.

A majority of moms (59%) rate in-person recommendations at the top of the scale for trustworthiness, while just 14% of moms rated recommendations via social media as “most trustworthy.”

Study highlights include:

  • Close to three-quarters of moms (71%) make recommendations about brands, products and services to other moms at least monthly, with half of moms (50%) making recommendations about brands daily.

  • Compared to Gen X moms, Gen Y moms of 0- to 3-year-old children are more comfortable relying on recommendations from moms in their online social networks. They’re the heaviest users of newer social platforms, like Pinterest, Google+ and Instagram (see related story on page 1).

  • 93% of moms are influenced by other moms’ recommendations. Moms surveyed said they interact with other moms most often at daycare/school drop-off (58%), at a friend’s house (54%) or other off-line get-togethers, such as meeting for coffee, working out or shopping (48%).

  • While special offers continue to be the top motivator of mom recommendations (61%), more than half of moms say they make recommendations because it’s fun (54%) and gives them a sense of pride (51%). PRN

Source: 360PR MomSquad/Mom It Forward

Follow Scott Van Camp: @svancamp01


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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