Word of Mouth Research: Moms trust strangers 12 times more than advertising

According to a survey of online moms by review site EXPO and highlighted by eMarketer, online moms doing product research trust consumer reviews and descriptions nearly 12 times more than that of manufacturer descriptions.

Findings from the survey:

  • 92% of moms trust the description provided by consumer reviews over manufacturer descriptions
  • More than 80% of moms say word of mouth from friends and family influences their purchase decisions
  • 64% of respondents had watched a user-generated video review, and more than three-quarters of that group said it helped them make a purchase decision
  • Nearly 50% of respondents had uploaded user-generated videos, and 35% of those were about products and brands — and of those who hadn’t, 90% said they would do so

Learn more: eMarketer

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