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Toys and Apparel Top Moms’ List of Purchases Influenced by Social Media

Moms love Facebook–but they trust blogs, according to a new study from Child’s Play Communications. Moreover, 92 percent of moms active in social media are buying products as a result of a social media recommendation.

The study, How Moms are Using Social Media RIGHT NOW–and How You Can Make the Most of It, conducted by Child’s Play Communications, was presented for the first time at the eighth annual Marketing to Moms Conference in Chicago, held from October 23 to 24.

Child’s Play reached out to the 1200 moms in its Social Savvy research network–almost all of them regularly active on blogs and social networks–to explore five key questions:

  • What social media platforms do moms currently favor?
  • How has that changed?
  • Why?
  • What social media platforms are impacting purchasing decisions?
  • What products are moms buying as a result of social media recommendations?

Among the study’s findings:

  • Facebook, Twitter, and blogs were the three most popular social media platforms among moms surveyed
  • Pinterest was the platform that most moms (63 percent) tried for the first time this year
  • Instagram topped the list of technologies moms (28 percent) were likely to try next
  • Polyvore and Olioboard were among the new services these early adopters were exploring
  • Moms are spending more time on Facebook than in the past (64 percent of moms) and less time on Twitter (33 percent)
  • Of all social media platforms, blogs impacted moms’ purchasing decisions more than any other (80 percent)
  • Toys were the No. 1 kids’ product purchased by moms as a result of social media recommendations

Child’s Play Communications specializes exclusively in public relations, social media, and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an array of proprietary services to engage this influential market through traditional media, online, and in-person, including the award-winning Team Mom, the agency’s own network of mom review-bloggers. For additional information, visit their Web site, blog, like them on Facebook, or follow them on Twitter or Pinterest.