For Moms, Offline Friends Still Wield Heavy Brand Influence†

Study: Social Media Is Kept, Well, Social, While Marketers' Website Become Important Tool for Product Info

Advertising Age, November 6, 2009 — Technology's influence is widely assumed to have morphed the over-the-fence backyard chat into mommy blogs and Twitter networks. But when moms are seeking product advice, it's not all social-media all the time. A study due out next week from the Parenting Group found that while moms are avid web and social-media users, they still turn to family and friends first, whether by phone, e-mail or in-person, when making decisions about product purchases