According to a new report from industry researcher The NPD Group, most moms trust word of mouth recommendations and the internet above all other sources when it comes to gathering info on products for their kids.
Juvenile Products: Exploring the Booming Baby Businessfound that 74% of moms gather information from other moms and the internet, and of these moms, 39% say word of mouth is the most trusted source of information, while only 18% consider the internet as their most trusted source.
Generation X moms (age 30 to 42) are more likely to gather information by word of mouth, while Generation Y moms (age 18 to 29) are more likely to use the internet to connect with other moms. Of all moms surveyed, 67% research product information online.
The just-released study also examines shopping behaviour, the retailers moms choose depending on the gifting occasion and the average amount they spend on juvenile gifts and licensed product.