WOM Research: Moms Buzz about Brands


Marketing VOX


New and expecting mothers have over 109 word-of-mouth conversations per week about products, services and brands.

Most brands are discussed in a positive context and are considered highly credible by other moms, according to a Keller Fay study conducted for BabyCenter, MarketingCharts writes.

Per day, the group engages in one-third more word-of-mouth (WOM) conversation than the total public or women in general, the study found:


Other findings:

  • 60 percent of conversations in the studied group include a recommendation to buy, try or consider the brands under discussion.
    • Positive brand sentiment outweighs negative by a 10-to-1 margin.
    • In shopping, retail, and apparel, 69 percent of the group is likely to purchase based on what they heard.
  • The group has higher WOM credibility than the total public and total women — in various capacities (e.g., propensity to pass along info, purchase intent):


  • They are more likely to qualify as WOM influencers (60 percent more so than the total public, 45 percent more so than total women).
  • Close to 1 in 5 pregnant and new moms were identified as WOM leaders or Conversation Catalysts (based on their recommending behavior and size of social network).

Content, Sources of Conversations

Pregnant and new moms are talking about technology, financial services, healthcare, food/dining, media/entertainment, packaged goods, shopping and retail experiences, the study found:

  • Half or more of those surveyed said they had least one conversation per day about the above topics.
  • Retailer, consumer electronic, and soft drink brands dominated the top 10 most talked about brands:


Most discussions about brands and products occur in person; discussion content, however, is often provided by various media, especially the internet and television:


“Moms have a natural desire to share ideas and information with each other. The rich content and community experience found on the internet plays a key role in driving these conversations,” said Tina Sharkey, chairman and global president, BabyCenter, LLC.

About the study: In Jan. ’08, Keller Fay interviewed a sample of 1,721 women (18+) who were pregnant, trying to get pregnant, or have one or more children age five or under.

The women were recruited through the BabyCenter 21st Century Mom Panel, BabyCenter’s website and an external panel. They completed an online survey about their face-to-face, telephone, or online conversations about brands across 14 categories during the 24 hours that immediately preceded the survey. Data for the total public and total women was drawn from Keller Fay’s TalkTrack, an ongoing study of word-of-mouth conversations in the US.


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