Word of mouth research: Moms having more than 100 WOM conversations a week

New and expecting moms have an average of 109 word-of-mouth conversations per week, according to a  study by BabyCenter and the Keller Fay Group. What’s more, the study found that 60% of these conversations include a recommendation to buy or try the product being discussed, with 69% of moms likely to purchase based on these referrals. Though moms of all ages engage in conversations about brands and products, new and expecting moms are WOM leaders—about 1-in-5 have recommending behavior that qualifies them as “Conversation Catalysts.”

Other findings:

  • Among moms, positive sentiment outweighs negative by a 10-to-1 margin.
  • Moms have higher referral credibility than the general public.
  • The majority of these discussions occur in person.

Learn more.

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