The Question:

Christine from South Orange, NJ - Age 30 / Girl - 13 months

“

I have a sister-in-law who has a 2-yr old boy. She has been a great resource for telling me about good products from sippy cups to shoes. I also belong to a local mother’s group called Mothers and More. I learn about amazing websites and products from hundreds of experienced moms.

”

Erica from Philadelphia, PA - Age 30 / Girl - 2 years / Boy - 9 months

“

I find out about new products through blogs and sites on the net like www.diapers.com

”

Chris from Brooklyn, NY - Age 49 / Girls - 3 years & 1.5 years

“

We find out about new products primarily through catalog or brochure mailings. E-mail notifications are most successful for information regarding sales.

”

Shauna from Churchbridge, Saskatchewan - Age 29 / Girl - 17 months

“

I read magazines, and look on the Internet. Also talking to friends and family with children.

”

Denise from Pleasanton, CA - Age 32 / Boys - 8 years, 6 years & 1 year

“

I read magazines (real simple), I follow blogs (The Soft Landing, Ideal Bite, etc.) and I surf the web looking for eco-friendly products.

”

Jovie from Lancaster, CA - Age 33 / Girl - 15 months

“

Looking online at sites and find out what people are recommending. I then try to find that product locally to see, touch and feel it before buying.

”

Lucy from Brooklyn, NY - Age 38 / Boy - 10 months

“

Reading any baby magazines I can find, but I subscribe to Parenting and Child. This is my primary source for new products. I also find out about new products from my mothering group.

”

Natasha from Breckenridge, CO - Age 34 / Boy - 6 years / Girl - 2 years

“

I am still an old fashion shopper. I like to browse the stores for new products. The other source is through my friends.

”

Heidi from Vallejo, CA - Age 37 / Girls - 3.5 years & 1 year

“

A lot of our products come from gifts from friends. There is nothing like seeing other children at preschool, and shopping to really get a good idea about the products.

”

Heather from Farmington, CT - Age 36 / Boy - 2.5 years / Girl - 8 months

“

I primarily use Google search for “designer” or “european style,” In addition, I notice brands in magazines or boutique stores (though I try to buy expensive clothes on sale)

”

Brandi from Colorado Springs, CO - Age 36 / Boy - 6 years / Girl - 3 years

“

I search online for reviews and forums on products. Word of mouth from other moms is an excellent source for information, especially because they live a similar lifestyles so I know how the product will hold up.

”

Sherrie from Truro, Nova Scotia - Age 35 / Boys - 12 years, 10 years & 10 months

“

I always like to go online to parent magazines and find out what’s new. I am a member of many message boards. I find a lot of my information there.

”

Patricia from Monroe, LA - Age 45 / Boys - 6 years & 4 years / Girl - 19 months

“

Most of the products I find are from shopping in stores. I do some Internet surfing for products and reviews. I only buy items online that I can’t get locally.

”

Karen from Angleton, TX - Age 47 / Girls - 11 years & 9 years / Boy - 7 years

“

All of our products are bought from stores that are local. The kids see them on TV or I see them in the sale ads in the Sunday newspaper.

”

Margaret from Great Falls, MT - Age 46 / Boy - 6 years / Girl - 4 years

“

We get a few catalogs that are delivered to our house. I would say that TV and shopping are my main resources I also discover new products when looking for unrelated items on the Internet. Also through word of mouth. Often I buy a product that I have seen on another child.

”

Angela from McLean, VA - Age 43 / Girl - 6 years

“

Our products come from high-end department stores, exclusive boutiques or catalogues.

”

Patty from Nashua, NH - Age 42 / Girl - 2 years / Boys - newborn twins

“

Typically I find out about new products from friends, magazines and TV. The Internet is a great resource but it is hard to dedicate time to being online with 3 small children.

”

Maureen from Dublin, OH - Age 43 / Girl - 2 years

“

I find out about products from mothering groups and play dates with the children. They provide a great time to talk about products that work for us.

”

Danielle from Lowell, MA - Age 39 / Girl - 18 months

“

My friends are the primary way I find out about products. The second way would be while out shopping.

”

Michelle from Fargo, ND - Age 38 / Girl - 18 months

“

I am a firm believer in asking those you know. I find out thru friends and co-workers with children. In the winter, we spend most of our time inside. This puts us in front of the TV, so the TV advertising is still a very effective way to learn about a product.

”

Stephanie from Culpeper, VA - Age 37 / Boy - 6 years / Girl - 2 years

“

I like to browse in the stores to see what’s new and also I love to look at magazines and so do the kids. We get many different magazines. It is amazing how the kids will go through them and identify the products that interest them, even at a young age.

”

Ande from Dallas, TX - Age 26 / Girl - 4 year / Boy - 6 month

“

I typically discover new products for my children either by word-of-mouth from another mom or just simply trying something out that sounds like it might be useful.

”

Emily from Surrey, British Columbia - Age 29 / Girl - 2 years

“

I do my shopping at local retailers. I wander through the stores on a regular basis to see what is new. The other way I find out about products is word-of-mouth. This is a good way because you can ask questions of the person who has used the products.

”

Joanna from Boston, MA - Age 40 / Girl - 2 years

“

My primary way to find out about products is through recommendations from friends. I also look at the stores and on the Web.

”

Heather from Sacramento, CA - Age 35 / Boys - 6 years & 18 months

“

From children’s stores or through friends.

”

Katie from Big Pine, CA - Age 29 / Boys - 3 years & 8 months

“

Searching through websites and finding new and exciting offers. Good value is what catches my eye.

”

The Wrap-up

Were you keeping count? No worries, our informal survey resulted in the following:

1. Internet/Web/forums/blogs - 13 moms (50%)
2. Friends & Family - 12 moms (46%)
3. Retail Stores - 11 moms (42%)
4. Baby/children’s magazines - 7 moms (27%)
5. Television - 4 moms (15%)
6. Mother’s groups - 3 moms (12%)
7. Other kids - 2 moms (8%)
8. Mailings/catalogs - 2 moms (8%)
9. Newspaper - 1 mom (4%)

There is quite a bit to take away here. First off, our moms are well connected, with 1/2 of them citing the Internet as a primary source for product discovery and research! They also share what they like (and don’t like) with friends and family, and still love to “get out and shop.” Television and newspaper advertising, and direct mail seem to have lost effectiveness when it comes to reaching these moms, a real indicator of how much things have changed in the last decade.

Join us for the next “Ask The Moms” where we’ll discover what influence today’s eco-friendly movement has on their purchasing habits.