Millennial moms, part of the new wave of next generation parents, are making their purchasing decisions online, and new research reports that “nearly two-thirds of upper income Millennial moms are influenced by online recommendations” when they are buying products for their children. Online reviews from other parents are far more powerful in persuading this group than editorial reviews, not surprising considering the generation’s reliance on word-of-mouth in other areas and their trust in their peers above other sources. (Adweek)
