Moms buy products based on social media recommendations

October 29th, 2012

Moms love Facebook but trust blogs and 92 percent of those active on social media networks buy products as a result of a social media recommendation.

So says a new study, How Moms are Using Social Media RIGHT NOW — and How You Can Make the Most of It,” conducted by Child’s Play Communications Among the study’s findings:

Facebook, Twitter, blogs most popular platforms

Facebook, Twitter and blogs were the three most popular social media platforms among moms surveyed

Pinterest was the platform that most moms (63 percent) tried for the first time this year

Instagram topped the list of technologies moms (28 percent) were likely to try next

Polyvore and Olioboard were among the new services these early adopters were exploring

Moms are spending more time on Facebook than in the past (64 percent of moms) and less time on Twitter (33 percent)

Blogs influenced purchases most

Of all social media platforms, blogs impacted moms’ purchasing decisions more than any other (80 percent)

Toys were the No. 1 kids’ product purchased by moms as a result of social media recommendations

“The study results underscore how moms’ immersion in social media has dramatically changed their purchasing behavior,” said Stephanie Azzarone, president, Child’s Play Communications. “Alongside recommendations from family and friends, it is the most valuable tool for companies that want to market to mothers.”