Moms listen most to other consumers online, study says
Published February 18, 2010
A little more than half of moms surveyed by video review site ExpoTV said that they shared their opinions with other users on social media networks, and more than nine in 10 said that they trusted user-contributed descriptions of products more than those provided by the manufacturer. Only in-store promotions were held to be more influential.
Facebook was far and away the most popular platform used by moms to share their opinions, the study said, as 89 percent of those polled were users of that social networking service. Others were less popular, with 39 percent using retail websites to post reviews, 28 percent using personal blogs, and just 15 percent using Twitter.
About two-thirds of respondents said that they had watched user-made videos to acquire product information, and 90 percent said that they would consider making their own video to post on YouTube or otherwise share with others.
Digital marketing professionals that fail to integrate video and social channels into their campaigns run the very real risk of losing out on this influential demographic.