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Word-Of-Mouth Research: Moms Buzz about Brands

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New moms and pregnant women have over 109 word-of-mouth conversations per week about products, services, and brands, most of them positive and considered highly credible by other moms, according to a study and new word-of-mouth research conducted for BabyCenter.

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

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

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

Among other word-of-mouth research findings

  • Fully 60% of conversations among the studied group carry with them 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% 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):
The group has higher WOM credibility than the total public and total women

The group has higher WOM credibility than the total public and total women

  • They are more likely to qualify as WOM influencers (60% more so than the total public, 45% 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).

Word-of-mouth research on Content, Sources of Online 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:
Retailer, consumer electronic, and soft drink brands dominated the top 10 most talked about brands

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

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

About the word-of-mouth research 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, recruited through the BabyCenter 21st Century Mom Panel, BabyCenter’s website, and an external panel, 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.

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Cellphone Gender Gap: Less Wealthy Women Less Likely to Own a Mobile

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Cherie Blair’s group proves women’s economic disadvantage of reduced ownership — and potential profits to firms in fixing…

the cellphone gender gap

  • A woman is one-fifth less likely than a man to own a mobile phone in a middle-income or poor country, a gender gap that reduces women’s safety and income possibilities as well as national wealth and companies’ revenues.
  • If men and women had similar cellphone ownership rates in these countries, there would be 300 million more cellphones in use, offering greater connectivity and productivity, according to the 2010 study “Women & Mobile: A Global Opportunity.”
  • The study, by the Cherie Blair Foundation, the GSMADevelopment Fund and Vital Wave Consulting, found that the poorer the region and the less empowered women are, the greater the gender disparity in cellphone ownership. The gap was smallest in Eastern Europe/Central Asia, at 16%; it was greatest in South Asia, at 37%. By comparison, in Western Europe more women than men have cellphones.
  • The study cites links between increased cellphone use and national income, job creation and profits.
  • For the phone industry, equal cellphone usage by gender in middle-income and poor countries would increase sales by $13 billion. Five years out, the annual gain would be $29 billion. Two-thirds of market growth is expected to be women in the next five years.
  • Just like in developed countries, women in less wealthy countries report that a cellphone improves their sense of security. In addition 85% of women in those countries say a cellphone increases their independence.
  • But the greatest opportunity is in potential productivity. 55% of female business owners in the countries say a cellphone brought them more income, vs 28% of all women with a phone, and 4 of 10 women with a phone say it increased their professional or economic opportunities.
  • Ways in which women raised income through phones include getting pricing information, executing money transfers and making employment contacts.
  • To reduce the gap, the report urges companies to market directly to women; position phones as income-producing tools; find ways to reduce costs for women; and foster incentives for developing mobile services that benefit women.
  • In her introduction, Cherie Blair writes, “What shines out of this study is that Women and Mobile represent an untapped market and great development potential that we need to embrace.”

Source: Womenomics www.20-first.com

Inhale the future, exhale the past

Inhale the future, exhale the past

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