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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.