Word of Mouth Influences 81% of Moms' Purchasing Decisions

eMarketer recently released the results of a survey of online moms by EXPO, a video review site. 92% of respondents reported trusting consumer reviews' product descriptions, while only 8% trusted the description provided by the manufacturer, meaning that moms are12x more likely to trust consumers. Word of mouth also highly influenced respondents' purchasing decisions.

In a list of possible sources,  81% of moms surveyed reported word of mouth influencing a recent purchasing decision. It ranked second, after in-store promotions such as special sales (86%). Respondents unsurprisingly ranked traditional sources, such as newpaper inserts, consumer information magazines, and TV broadcasts high on their list. But nearly a quarter listed email advertising and 18% claimed that banner ads impacted their purchasing decisions.