How Online Influencers 	

Drive Sales
From searching for reviews online to asking friends for
personal feedback, consumers look to peers for advice
before makin...
Moms embrace social media connectivity	

v	
  

81%	


of Moms read
5+ blogs per
week 	


v	
  

v	
  

Moms use social me...
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%	

 71%	

68%	


discover gre...
When interacting with a 	

brand online…	


93%	

of Moms
enter blog
giveaways	

	


91%	


of Moms
comment on
blog posts	...
Moms are more likely to read blogs if…	


94%	

“the blogger’s
lifestyle and
interests match 	

my own”	


62%	

“the blog...
Moms are likely to stop reading a blog 	

post if…	


1.

It is not written in an
authentic voice	


2.

It is purely prod...
99%	


of Moms research online
prior to making purchases
94% 	

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

	

 	

When doing product
	
...
91%	


of Moms TRUST blogs as a
source of product information	


Blogs influence Moms most when
purchasing:	


B	
   f 	
  ...
Moms rely on blogs for reliable information	


83%	

of Moms find the product
recommendation of a
blogger more authentic th...
Bloggers influence Moms purchasing habits	


92%	


of Moms have
purchased a product
after hearing about 	

it from blogger...
76%	


	

 	

 	

 	

 	

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


69%	


of Moms are more likely to PURCHASE a
product if the product is reco...
67%	


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


E-commerce ...
Online Influencers Drive Sales 	

In today's social world, Moms rely on the trusted voices
of peer online influencers to inf...
Connect With Us!	

Stacy DeBroff	

CEO	

617.244.3002	

stacy@momcentral.com	

	

	


momcentralconsulting.com
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How Online Influencers Drive Sales

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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.

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How Online Influencers Drive Sales

  1. 1. How Online Influencers Drive Sales
  2. 2. 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:
  3. 3. Moms embrace social media connectivity v   81% of Moms read 5+ blogs per week v   v   Moms use social media daily 91% 65% 52% 25% 23% v  
  4. 4. When online, Moms engage with brands and bloggers for different reasons
  5. 5. Moms visit blogs to… 84% read authentic content about topics that interest them 73% 71% 68% discover great new products research products they are considering purchasing find coupons and promotions
  6. 6. When interacting with a brand online… 93% of Moms enter blog giveaways 91% of Moms comment on blog posts 65% of Moms redeem blog coupon codes
  7. 7. Moms are more likely to read blogs if… 94% “the blogger’s lifestyle and interests match my own” 62% “the blogger has children around the same age as mine” 42% “the blogger is around the same age as me”
  8. 8. Moms are likely to stop reading a blog post if… 1. It is not written in an authentic voice 2. It is purely product focused with no story told around the experience 63% 62% Authenticity matters
  9. 9. 99% of Moms research online prior to making purchases
  10. 10. 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 (ecommerce reviews) and blogger reviews for more information
  11. 11. 91% of Moms TRUST blogs as a source of product information Blogs influence Moms most when purchasing: B   f   Household Products Food/ Beverage Y   Home Décor 73% 65% 60%
  12. 12. Moms rely on blogs for reliable information 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
  13. 13. Bloggers influence Moms purchasing habits 92% of Moms have purchased a product after hearing about it from blogger
  14. 14. 76% of Moms TRUST social media recommendations for product information prior to purchase
  15. 15. Social media recommendations drive purchase 69% of Moms are more likely to PURCHASE a product if the product is recommended by those they follow on social networking sites v  
  16. 16. 67% of Moms are more likely to purchase a product if it receives a high star rating on ecommerce reviews E-commerce reviews influence Moms most when purchasing: 63% 57% Technology Items Large-Ticket Items
  17. 17. 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.
  18. 18. Connect With Us! Stacy DeBroff CEO 617.244.3002 stacy@momcentral.com momcentralconsulting.com

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