A new study has suggested that mothers who are active on internet trust other mothers and also influence their buying habits.
Dr Rebecca English from Queensland University of Technology and marketing expert Dr Raechel Johns from the University of Canberra said that word-of-mouth in mothers' groups and communities had fast become a major influence in mothers' buying habits.
Dr.English said that study found that mothers trusted mothers and those mothers tend to trust the opinions of other mothers when they recommended a product.
She asserted that recommendations from other mothers were more powerful than any other structured promotions and the study found the effect was strongest among mothers with the same number of children who were the same ages.
Dr. English added that organic promotion, for example using free product trials by well-connected or influential mums, was one way to tap into this market.
The study was published in the International Journal of Web Based Communities.
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