Cosmetics, electronics still a priority to moms: urbanmoms.ca study

A recent study by Canadian online community urbanmoms.ca is reminding marketers that moms don't only think about diapers and formula. The survey, conducted in December polled more than 300 moms across Canada. Top-line findings include:
* 60% say that cosmetics, hair and skincare products are as just as important now as in their pre-baby days
* 90% polled says they have the same or increased interest in personal and home electronics
* 52% say their interest in fashion has not diminished

And when asked what prompts their buying behaviour, 63% of respondents say a recommendation from family, friends or colleagues is the ultimate influencer. Interestingly, only 13% claim ads are the source of influence. Jennifer Maier, founder of urbanmoms.ca says that based on findings, marketers ought to concentrate on non-traditional, grassroots efforts to reach this group.
By Staff 
February 2, 2006

A recent study by Canadian online community urbanmoms.ca is reminding marketers that moms don’t only think about diapers and formula. The survey, conducted in December polled more than 300 moms across Canada. Top-line findings include:

* 60% say that cosmetics, hair and skincare products are as just as important now as in their pre-baby days

* 90% polled says they have the same or increased interest in personal and home electronics

* 52% say their interest in fashion has not diminished

And when asked what prompts their buying behaviour, 63% of respondents say a recommendation from family, friends or colleagues is the ultimate influencer. Interestingly, only 13% claim ads are the source of influence. Jennifer Maier, founder of urbanmoms.ca says that based on findings, marketers ought to concentrate on non-traditional, grassroots efforts to reach this group.