Moms’ Online Engagement Impacts In-Store Buys

Moms today believe social media marketing impacts their retail purchasing, according to the results of a study executed by Fleishman-Hillard in partnership with

Most moms surveyed say social media is changing the in-store customer experience. Facebook is the space moms use most for brand engagement (84%), followed by blogs (69%) and online communities (63%). Also, when asked to select all categories of branded products or services they interact with most online, clear category leaders included food/recipes (88%); health and beauty (86%); children’s products (84%); and clothing/fashion (73%).

The study looked beyond the channels moms use to uncover what captures their attention and keeps them engaged in these spaces.

Moms said the dialogue with brands in these spaces should allow them to give feedback to the brand, read articles with tips and advice or get inside information about the brand.

These social activities provide more value to them beyond learning about a product or service.

Other findings from the study include:

  • About half (48%) of moms say they are following a brand on Twitter.

  • One-third of moms using Facebook and Twitter to receive branded communications are following more than 20 brands in each of those spaces.

  • 56% of moms tend to avoid online ads because they are viewed as untrustworthy.

Source: Fleishman-Hillard/