Infographic – Social mums online

In my work, (and it really is work Boyfriend, I don’t care what you say…), I use social media a lot. Possibly a little too much, judging by the weird night I had this week where I dreamt in Twitter updates. Whenever I am talking to brands and bloggers though, there is one question that comes up a lot – how exactly are mums using social and how does it influence their buying patterns?

“Do we really need to worry about bloggers and online reviews and what not?” some brands will ask, looking sort of anxious and hopeful at the same time.

“Yes,” I say. And not just because otherwise I would be out of a job.

I came across this infographic today from Diffusion PR which I think gives a really interesting snapshot of exactly how mums are using social to research their buying decisions. 40% of mums it says have read a post, comment or review online and then decided to purchase the product because of what they have read.

That’s a lot.

I’d be interested to know if this research reflects your own experiences – do you turn to blogs, Twitter and online friends before you make decisions about what to buy for your children?



  1. 25 April, 2013 / 12:08 pm

    This is so interesting, and I love the way you’ve laid it out so clearly. I’m going to direct PRs to this when I’m talking to them about my travel writing.

  2. 25 April, 2013 / 12:28 pm

    Thanks for this great post.
    @kalliKids we are all about ‘Word of Mouth’. All our great kids activity providers are recommended by parents and checked by us. We know that ‘Mums (and Dads) opinions rule’ and reading another parents honest opinion is a far more helpful that looking at a website or ad.
    We’ve shared your great articles.
    Thanks again
    trusted and approved kids activities

  3. 25 April, 2013 / 12:57 pm

    I would agree with a lot of this, I know other mum who are not anywhere near as comfortable as commenting on blogs, mainly those who don’t blog themselves! I would also say I am very influenced by what I read on the net about a product, I would tend to Google things before purchases, and even narrow down to what blogs are saying….but then I am a blogger :-)

  4. 6 May, 2013 / 7:39 am

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  5. 27 July, 2013 / 5:53 am

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