eMarketer: How does becoming a mother change a woman’s shopping behavior?
Aliza Freud: One thing we uncovered in our social media study is that moms are doing a lot more research online and looking for recommendations on products online in their social network. So they might be on Facebook and see somebody talking about a particular product. And they’re probably doing a lot more research based on conversations.
The way a mom assesses which product is the right one to buy is very much based on the recommendations of her friends, because she feels that they have a lot stronger say in what is going to resonate with her.
