how online influencers drive sales

How Online Influencers Drive Sales

From searching for reviews online to asking friends for personal feedback, consumers look to peers for advice before making everyday purchases. In a culture where recommendations are shared through more and more

channels everyday, we wanted to understand which ones mattered most, especially to Mom.

 In March 2013, Mom Central Consulting surveyed over 900 Moms to understand the power of peer influence.  

Here's what we learned:

v  

81% of Moms read 5+ blogs per

week

91% 65% 52% 25% 23%

Moms use social media daily

Moms embrace social media connectivity

v  v  

v  

When online, Moms engage with brands and bloggers for different reasons

Moms visit blogs to…

84% read authentic content

about topics that interest them

73% discover great new

products

71% research products they

are considering purchasing

68% find coupons and

promotions

When interacting with a brand online… 93%

91%

of Moms enter blog giveaways

of Moms redeem blog coupon codes

65%

of Moms comment on

blog posts

“the blogger’s lifestyle and interests match my own”

“the blogger has children around the same age as mine”

“the blogger is around the same age as me”

94% 62%

42%

Moms are more likely to read blogs if…

It is not written in an authentic voice

It is purely product focused with no story told around the experience

1. 63%

62% 2.

Moms are likely to stop reading a blog post if…

Authenticity matters

of Moms research online prior to making purchases 99%

94% of Moms TRUST products more for their families after they’ve done their own research

When doing product research online, Moms are most likely to click

on retail websites (e-commerce reviews) and blogger reviews for more information

Blogs influence Moms most when purchasing:

f   Y  B  

73%

Household Products

Food/ Beverage

Home Décor

65% 60%

of Moms TRUST blogs as a source of product information 91%

83% of Moms find the product recommendation of a blogger more authentic than traditional media messaging

76% of Moms have sought out information on blogs about a product they first learned about through traditional media

Moms rely on blogs for reliable information

Bloggers influence Moms purchasing habits

of Moms have purchased a product after hearing about

it from blogger

92%

of Moms TRUST social media recommendations for product information prior to purchase

76%

v  

of Moms are more likely to PURCHASE a product if the product is recommended by those they follow on social networking sites 69%

Social media recommendations drive purchase

E-commerce reviews influence Moms most

when purchasing:

Technology Items

Large-Ticket Items

63% 57%

of Moms are more likely to purchase a product if it receives a high star rating on ecommerce reviews

67%

Online Influencers Drive Sales

In today's social world, Moms rely on the trusted voices of peer online influencers to inform their purchasing

behavior.  Authentic feedback, written by those they can relate to personally, shapes Moms' opinions along the path to purchase.  Creating relationships with these

enthusiastic advocates – and the resulting online conversations they drive – can establish a sustainable

and loyal relationship between brands and their consumers.

Stacy DeBroff CEO

617.244.3002 stacy@momcentral.com

Connect With Us!

momcentralconsulting.com