What Aussie mums really want from brands

Australian mums use social media, word of mouth, product recommendations and reviews to decide what to purchase, with the opinions of their kids and friends the most influential factors.

Word of mouth - both online and offline - is critical when it comes to influencing the purchase decisions of mothers, due to the level of research they do across products and services.

"Whether you like it or not, mums are very proactive when it comes to researching products they want to buy," said Christie Nicholas, Founder and MD of marketing firm Kids Business Communications at the Marketing to Mums conference in Sydney.

According to a study conducted by Nicholas -The Billion Dollar Mum: What Makes Mums Buy Your Product - very few product categories slip under the radar with...

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