a study earlier this year for a prominent orthodontist, in which we found close to 75% of parents communicating their feelings
and opinions about the doctor and the category, but doing it off line, I was initially surprised by the findings from MomConnection,
The Parenting Group's research panel of 5,000 moms. According to their research, “60% of moms report
having used a social network in the past 24 hours, and turning to online communities and social networks
for advice, support and connection.” We are told that over 80% are members of Facebook and other
Facebook Is Moms'
Social Network Of Choice
% of Moms Who Are Members
That’s the part of the
research that made the headlines.
For those who took the time to read a bit deeper
into the report we learn however that moms do not use social networks as a resource when it comes to product decision-making.
Moms are four times more likely to turn to their personal offline network of friends and family than online social networks
for product recommendations and buying advice.
The study found that the role of social networks
in moms' lives is not a channel where most moms are receptive to gathering product information, but rather is largely for
entertainment and personal communication. Only 24% of respondents have used Facebook for product
information and buying advice, while 5% have used Myspace for product info, and 3% have used
Twitter. In other words telephone calls and face-to-face communications
aren’t the only way to deliver information and recommendations any longer, but they still do matter most when making
those important decisions about home and family.