how online influencers drive sales
TRANSCRIPT
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How Online Influencers !Drive Sales !
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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Here's what we learned:
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81% of Moms read 5+ blogs per
week !
91% 65% 52% 25% 23%
Moms use social media daily!
Moms embrace social media connectivity!
v"v"
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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% discover great new
products !
71% research products they
are considering purchasing !
68% find coupons and
promotions !
When interacting with a !brand online…!
93%
91% ""
of Moms enter blog giveaways!
of Moms redeem blog coupon codes!
65%
of Moms comment on
blog posts!
“the blogger’s lifestyle and interests match !my own”!
“the blogger has children around the same age as mine”!
“the blogger is around the same age as me”!
94% 62%
42%
Moms are more likely to read blogs if…!
It is not written in an authentic voice!
It is purely product!focused with no story !told around the experience!
1. 63%
62%!2.
Moms are likely to stop reading a blog !post if…!
Authenticity matters
of Moms research online prior to making purchases !99%!
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 (e-commerce reviews) and blogger reviews for !more information!
Blogs influence Moms most when purchasing:!
f "Y"B"
73%
Household !Products!
Food/!Beverage!
Home!Décor !
65% 60%
of Moms TRUST blogs as a source of product information!91%!
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!
Moms rely on blogs for reliable information!
Bloggers influence Moms purchasing habits!
of Moms have purchased a product after hearing about !
it from blogger!
92%
! ! ! ! !of Moms TRUST social media recommendations for product information prior to purchase!
76%!
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of Moms are more likely to PURCHASE a product if the product is recommended by those they follow on social networking sites!69%
Social media recommendations drive purchase!
E-commerce reviews influence Moms most
when purchasing:!
Technology Items !
Large-Ticket Items!
63% 57%
of Moms are more likely to purchase a product if it receives a high star rating on ecommerce reviews!
67%!
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.!!
