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Personal Care Brands Have Best Reputation Among Mothers

Nearly half of US mother social networkers follow brands on social

Many brands may be “mother-approved,” but which ones score the highest marks? Based on research by YouGov, personal care brands were the best perceived by mothers, with Dove and Johnson & Johnson taking the top two spots, respectively.

The rest of the list contained a diverse mix, with food brands that often run ads targeting both mothers and children, such as M&M’S and Cheerios, landing in the top 10, as well as more adult-focused home brands Craftsman and Black & Decker.

For a brand to grab a mother’s attention, it needs to be relatable. A December 2013 study conducted by BabyCenter asked US female internet users ages 18 to 44 who were expectant or had children younger than 9 years old about the characteristics most important in a brand. The survey found that respondents cited features such as understanding what matters to them as parents and sharing the same values.

eMarketer estimates that this year, 28.8 million US mothers will use social networks, or 85.0% of mother internet users. And many of these women will follow brands. According to a January 2014 study by Edison Research sponsored by Triton Digital, 45% of US mother social networkers with children younger than 18 in the household followed brands on social sites.

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