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
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