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Home arrow Market Research Findings arrow Advertising and Marketing arrow Word-Of-Mouth Has Greatest Effect On Moms
Word-Of-Mouth Has Greatest Effect On Moms PDF Print E-mail
Written by eMarketer   
31 Dec 2010

Most likely to take action after brand conversations

If moms weren’t already an attractive enough target for marketers, a Keller Fay study of US internet users and their brand conversations has found that they are more responsive to word-of-mouth than other adults and more likely to help pass on brand messages.

Nearly two-thirds of mothers studied in September 2010 said they typically thought word-of-mouth was credible, 2 percentage points ahead of females in general and 10 percentage points ahead of men.

They were also more apt to take action, including passing the information on to others, making a purchase or doing more research on a brand.

Across all metrics, while females were more receptive than males, moms were even better disposed to listening to brand conversations.

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They also mentioned more brands per week in their own conversations, at 73 mentions compared with fewer than 65 among females and just 57 among males.

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These characteristics, along with the wider social circles of mothers compared with other adults, help moms overindex as drivers of brand or product conversations.

Research from TRU and Oxygen/NBC Universal also found that new and expectant moms, as part of the demographic segment of “women in transition,” are more likely to be a member of social networks, have 43% more friends on social sites, and are more likely to recommend brands and pass along coupons.

20 December 2010

 
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