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Blogalicious 2010: Product Recommendations come from friends, not networks?

Monday, November 16, 2009

Product Recommendations come from friends, not networks?

MediaPost published an article today discussing a survey of 583 moms with kids under 12 conducted by MomConnection entitled "Product Recommendations Come From Friends, Not Networks."

The gist of the the study is that that "despite all of the attention being given to the relationships that moms form online through social media...they do not use social networks as a resource when it comes to product decision-making. Moms are four times more likely to turn to their personal offline network of friends and family than online social networks for product recommendations and buying advice." (Read the MomConnection release here).

I could NOT relate to this story at all because I find myself relying on online recommendations for certain products, especially products related to my daughter. Don't get me wrong, I have not bought products based purely on Twitter entries, but I rely on my "trusted mom" sites/blogs to look for information.

I think the study misses the mark a little because it fails to appreciate that in many instances our online network (especially in the blogosphere) is personal and true friendships are made and that it's not just about being social.

What are your thoughts? Do you rely on social media for information about products or do you view your online relationships as purely social? Is this survey correct?


  1. Hi Justice,

    I left you an award on my blog. Thanks for being an awesome blogger. :)

  2. Like you I do rely on online recommendatios for products when it comes to my family. My social networking is not purely social. Although, I've never met any of my online friends, but I still consider them friends, and value their opinions about various products. I don't go grocery shopping without first checking out the Penny Pinching Diva's site. She's help me to save a lot of money.

    That sudy was done over the span of days, and a few more than 500 women. Would that make an accurate sampling?

  3. I think that they definitely underestimated the friendships that are formed via online networks and communities. I absolutely rely on my online friends for any number of recommendations.

  4. I think they should have surveyed a broader range of women to get a better sample. And, I would love to see the questions because I find the results hard to believe.

  5. I have to go with what they said! I don't use my on-line community for guidance, I talk to my friends via email, phone or during pic up and drop off. For me, it's about the personal "I see you" connection.

  6. I agree that the survey might not have considered some of us use social networks like our offline networks. I

    have friends all over the world and have no easier way to connect with them beyond social networks. Alot of info is shared this way and yes I follow recomendations easier from someone I know this way.

  7. the Penny Pinching Diva's site. She's help me to save a lot of money

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