Moms make or heavily influence many, if not all purchase decisions in the family. In my family, if my dad made a major purchase decision without consulting my mom first, he could find himself standing in the “Returns” line at the store. In fact, moms are a powerful and highly influential consumer segment, driving billions in dollars in purchases for a wide range of products and services. As eMarketer points out word-of-mouth and consumer information sites and magazines scored highly. About one-fifth of respondents were influenced by text or video reviews.
So who do moms trust when they’re making purchase decisions? They trust other consumer reviews and Word of Mouth.
A new study by eMarketer shows that moms trust consumer reviews nearly 12 times more than descriptions provided by manufacturers and Word of Mouth up to 5 times more than paid media.