BizReport
by Helen Leggatt
April 22, 2008

Moms-to-be and those with children under five years of age were surveyed by the Keller Fay Group for BabyCenter in a study looking at their online word of mouth activities.

The study showed that moms are heavy users of word of mouth having, on average, 109 discussions per week compared with 82 for the general public. Brand recommendations and product reviews feature regularly in their conversations.

However, not all moms’ conversations are child-related. The 109 discussions a week are about a variety of “products, services and brands, most of which are positive and considered highly credible by other moms,” said the report. Eight of the top ten most talked about brands listed in the report are retailer, consumer electronic or soft drink brands.

Marketers need to consider moms’ natural desire for interaction and discussion and realize the key role that the Internet plays in facilitating conversation.

“Moms and moms-to-be are tremendously engaged in word of mouth, not only about products relating to their children but across all product categories,” said Ed Keller, CEO of the Keller Fay Group.  “If you want to reach a group of highly engaged consumers who are actively engaged in word of mouth to learn and share consumer experiences, this is a ‘must reach’ group of consumers.”