Mums trust peer-to-peer reviews more than advertising

By Pacific Magazines | Sponsored

According to the findings of research conducted by Australia’s most trusted parenting brand, Practical Parenting, only 14% of mums quizzed in the quantitative research trust a manufacturer’s advertising while a whopping 70% trust other mums.

When making big purchase decisions, mums only put a manufacturer’s advice above the opinions of fellow mums when it comes to buying a family car or vitamins. In all other purchase decisions including prams, toys, books, nappies, baby care toiletries, computers, kids’ clothes and baby carriers, they trust other parents more than the manufacturer.

Celebrity mums also have a low level of endorsement at just 4% and mummy bloggers don’t fare much better at just 21%.

Pacific Magazines head of strategy and insights Rebecca Alexander-Head said: “While at Pacific we have been aware of the power of peer-to-peer reviews for some time, this research confirms it and has given us a very clear direction for the future of Practical Parenting.”

Drawing on these findings, the relaunch of Practical Parenting by Australia’s biggest women’s digital network, with 2.4 million UAs (up 39.1% year-on-year according to Neilsen DRM figures for June), will empower a community of 1.9 million mums (data provided by EMMA CRV April 2018) on their path to purchase – with 24/7 shopping, extensive product listings and reviews by real mums.

The new-look website mirrors Pacific’s hugely popular review site, BEAUTYcrew, which in just two years has amassed in excess of 28,000 reviews and recommendations for more than 5,000 products.

Louisa Hatfield, General Manager - Family and Entertainment, said: “The reborn Practical Parenting follows the success of BEAUTYcrew as we build on the model with the addition of a market-first e-commerce element.”

Practical Parenting’s powerful new online destination will allow mums to search, review and buy, harnessing the power of Pacific’s 28+ million community and the Seven West Media network.

Editor Frances Sheen said: “The ultimate parenting destination for Aussie mums takes the work out of purchase decisions and also offers expert advice and the latest news and opinions on the issues that really matter to mums.”

Backed by data to target and personalise messaging to the right mum, Practical Parenting takes the consumer from inspiration to satisfaction in one easy step.

This all-new offering provides a wealth of opportunities for Pacific’s advertising partners who have been anticipating the launch.

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