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Moms Shopping for Baby Gear Are Swayed by Online Recommendations

BabyCenter survey charts the trend among different income brackets

A new survey from BabyCenter finds that nearly two-thirds of upper-income millennial moms are influenced by online recommendations when shopping for baby gear.

Findings from the Johnson & Johnson-owned site indicate that women-focused marketers that tout peer recommendations and products may see a boost in e-commerce sales.

Commenting on the findings, BabyCenter vp of sales Julie Michaelson said that "new moms are ready to make all their registry decisions online, using all the information sources they find there to ensure that their new baby is safe, happy and comfortable throughout the day."

In August, BabyCenter surveyed 905 new and soon-to-be moms in a bid to understand the influence of online reviews on purchases made by moms at different household income levels. Here are some other key findings:

• 61 percent of moms in $50,000-$100,000 households bought or placed strollers on their registries after reading online reviews from other parents.
• 48 percent of moms in households of less than $50,000 said the same.

However, when moms were asked about the influence of online editorial experts on baby-related buying decisions, the percentages were somewhat lower:

• 48 percent of moms in households with a more than $100,000 income bought or placed strollers on their registries after reading online editorial reviews.
• 44 percent of moms in $50,000 to $100,000 households and 31 percent in households less than $50,000 did the same.

On the bricks-and-mortar front, 27 percent of the six-figure moms surveyed were influenced to purchase strollers by in-store sales people, whereas only 17 percent of moms in the two lower brackets reported the same.

In a separate report from July, BabyCenter surveyed 325 young moms, finding a 94 percent increase in online baby registries from the previous year. According to Michaelson, the percentage jump proves that "millennial moms are significantly more comfortable with digital than their Gen X counterparts."

Of moms who manage their registries online, 64 percent use personal computers or laptops, 16 percent use smartphones and 10 percent, tablets.

Of the expectant moms surveyed with registry lists, 75 percent included cheaper items like bedding and diapers, but 72 percent also included more expensive things like car seats and baby carriers. Roughly two-thirds of these lists included an item over $200, while 16 percent of the moms included an item that exceeded $400.

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