Marketing to Moms - Research Study Findings - 1,700+ Moms
In mid-January we presented the findings of our Marketing to Moms research study titled "What Moms Want."
http://blog.expotv.com/2010/01/25/what-do-moms-want-findings-from-expo-webinar/
At EXPO we have an active and social community of real consumers that regularly shares opinions on brands and products, on video. Through discussions with our clients we decided to tap into the community to find out how Moms conduct product research, how that is changing, and how they tell others about the brands and services they like (or maybe not like).
We received responses from over 1,700 Moms.
Most of them were:
- between 18 & 44
- on Facebook (89%)
A few of the key findings -
- 92% of our Moms said they trusted consumers over the brand description.
- Just over 1/3 of our Moms had uploaded a product review video, but 89% said they would.
- Moms told us the top places they "spread the word" is in person, on Facebook, and on reviews on retailer sites.
- Increasingly video reviews are becoming a factor in influencing purchasing decisions.
- Moms told us they want to see video reviews integrated in a wide variety of places they may be conducting product research (shopping comparison sites, brand websites, retailer websites, Facebook, YouTube).
- 81% told us consumer reviews (text or video) were somewhat or very helpful.
- 78% told us that watching a user video review helped them make a decision or led them towards or away from a certain brand or product.
Pretty compelling stuff. Any questions, comments, or suggestions for future studies, please let me know.
