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.

Published in: Marketing, Technology, Business
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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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