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Social media increasingly influencing moms’ purchases

Social Media Moms: How Networking Impacts Purchasing Behaviors, a new study commissioned by Child's Play Communications from The NPD Group, has found that 79% of all moms in the US with children under the age of 18 are active social media users, and of this number about a quarter said they have purchased a children's product as a result of a recommendation from a social networking site or blog.
December 14, 2010

Social Media Moms: How Networking Impacts Purchasing Behaviors, a new study commissioned by Child’s Play Communications from The NPD Group, has found that 79% of all moms in the US with children under the age of 18 are active social media users, and of this number about a quarter said they have purchased a children’s product as a result of a recommendation from a social networking site or blog.

The study finds that social media moms, defined as moms who currently belong to a social networking site and/or write, read or comment on blogs, are increasingly turning to peer recommendations for purchasing decisions.

Active social media moms who purchased a children’s product based on a social media recommendation said that, on average, they did so five times in the past year. And 55% of these moms said they made their purchase because of a recommendation from a personal review blog and 40% from a Facebook recommendation.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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