MediaPost published an article today discussing a survey of 583 moms with kids under 12 conducted by MomConnection entitled “Product Recommendations Come From Friends, Not Networks.”
The gist of the the study is that that “despite all of the attention being given to the relationships that moms form online through social media…they 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.” (Read the MomConnection release here).
I could NOT relate to this story at all because I find myself relying on online recommendations for certain products, especially products related to my daughter. Don’t get me wrong, I have not bought products based purely on Twitter entries, but I rely on my “trusted mom” sites/blogs to look for information.
I think the study misses the mark a little because it fails to appreciate that in many instances our online network (especially in the blogosphere) is personal and true friendships are made and that it’s not just about being social.
What are your thoughts? Do you rely on social media for information about products or do you view your online relationships as purely social? Is this survey correct?