Adweek recently reported on a new study from BabyCenter that found the majority of high-income, millennial-aged moms are most influenced by online reviews when making baby gear purchasing decisions. BabyCenter conducted the survey of more than 900 mothers in August with the goal of understanding how online reviews affect the purchases of new and soon-to-be moms of different income levels.
Based on the results of the study, online reviews from other parents seem to have the most powerful influence on purchasing decisions. Of the moms surveyed, 61 percent with household incomes of $50,000 to $100,000 either purchased or registered for a stroller after reading positive online reviews, while 48 percent of mothers with household incomes below $50,000 also did the same.
The survey showed that reviews from editorial experts have slightly less influence than reviews from other parents. Just 48 percent of moms with $100,000 plus household incomes bought or registered for their strollers based on editorial experts’ reviews and 44 percent in the $50,000 to $100,000 group followed the recommendation of editorial experts.
In-store sales people have even less clout according to the study. Only 17 percent of moms of the lower income groups reported making a stroller purchase based on the recommendation of an in store sales person, while the number was slightly higher at 27 percent for the higher household income moms.
This survey demonstrates the growing importance of consumer reviews in the retail industry. Ensuring our clients’ licensing programs are successful at the retail level is an important facet of our strategic approach for building and extending brands. The Joester Loria Group has successfully developed and launched licensed baby gear for clients like The World of Eric Carle.