October 24, 2008, 12:00 AM

E-retailers should listen to their mothers

96% of mothers value recommendations they find on blogs written by fellow mothers, and 94% rely on other mothers to make purchasing decisions, according to a new study.

Mothers are guiding forces in the lives of their children. They also are guiding forces online in the lives of products and brands, concludes a new study.

96% of mothers value recommendations they find on blogs written by fellow moms, and 94% rely on other mothers to make purchasing decisions, according to the study by Mom Central Consulting, a firm that specializes in measuring the influence of mothers on the Internet.

The new study is titled “Illuminating the Power of Mom Bloggers.” “We work with hundreds of mom bloggers, both in terms of research as well as running extensive blog tours for corporations,” CEO Stacy DeBroff says. “Mom bloggers build powerful brand awareness and influence consumer behavior.”

The study, which included interviews with 300 popular mom bloggers and a survey of 495 U.S. mothers, also found that 78% of mom bloggers review products and services, 60% desire more connectivity with companies, and 37% have been contacted by the press to serve as a resource for stories.

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