The results of a study by the Institute of mothers conducted in March-April 2010 to a representative sample of 450 mothers of children under three years confirms the influence of the crisis in the consumption practices of mothers of young children.
86% of mothers of toddlers say "buy more often than before promotion. 75% "more often than before buying retail brands." The intensification of research promotion and brand of stores reveals an important evolution in the crisis as it relates to more than three out of four moms today. Two types of behavior, less widespread (covering less of a mom of two) are also use of brands and products first Price (42%) and hard discount (33%).
The search for key promotions "bare minimum" 63% of mothers for purchases of baby care and reaches its highest score (78%) for the textile infant. Especially in the field of baby food that young mothers reported more often than before turning to the discounters (21%). The crisis has indeed changed the way we eat moms.
A study by the Institute of mothers conducted in March 2010 among a representative sample of 450 mothers of children less than three years, besides its status as a distribution channel, the Internet plays a central source of information for mothers.
cyberacheteuses 42% use price comparison sites (kelkoo, achetermoinscher, etc..) And tied for 18% of them, the internet forums (ciao ...) and buying guides (leguide, Shopoon ...).
Nearly 3 in 4 mothers (73%) are enrolled in distance selling sites such as La Redoute, 3 Suisses ... Then there are the sites of stores for 55% of them, the sites of private sales (38 %), equal to the auction sites and linking buyers / sellers like eBay and pure player (only present on LeWeb) for 35% of mothers and the marketplaces (8%).
The textile and clothing is very popular with mothers (89%). The preferred site for mothers of small for their purchases online is the brand history of VAD, with dominant supply to the layette and clothing, Vertbaudet (44%). The second item of expenditure on the Web is that of toys, video games out, with a penetration of 50%. In third place come the cultural products: CDs, DVDs, books ... (44%). To these two categories of toy products and culture, the Internet offers is also well represented by many websites and brands.
Internet represents a smaller share of purchases from other moms on key sectors such as childcare, big or small (respectively 30 and 21%), health care children (23%) and baby food, the infant milk (8%). Brands have a role to play because of high demand: nearly 3 out of 4 mothers (73%), non-buyers on the Internet today, declare an intention in favor of online shopping ... if the offer was more satisfactory.
Internet plays a key role in purchasing moms. A practice which should also continue to rise because, according to the study, 45% of moms say they buy more and more via the Internet for their child.
A young mom trying to learn, then share on the Internet. 66% of cyberacheteuses want practical advice, tips, good ideas. Moms are waiting for information to accompany the daily life of their mother. Second, the moms want information on products and brands (37%). We find this need for information relating to the registration very high (87% of young mothers), a newsletter (one or more).
The exchange of information and experiences is also very important in the mothers. Internet allows them to easily share and when they wish, at their own pace. Waiting for 21% of young mothers (research priority of a "network" of mothers (forums, chats, clubs ...), a score that should not falter in light of the current progress of social networks in the home.
86% of mothers of toddlers say "buy more often than before promotion. 75% "more often than before buying retail brands." The intensification of research promotion and brand of stores reveals an important evolution in the crisis as it relates to more than three out of four moms today. Two types of behavior, less widespread (covering less of a mom of two) are also use of brands and products first Price (42%) and hard discount (33%).
The search for key promotions "bare minimum" 63% of mothers for purchases of baby care and reaches its highest score (78%) for the textile infant. Especially in the field of baby food that young mothers reported more often than before turning to the discounters (21%). The crisis has indeed changed the way we eat moms.
A study by the Institute of mothers conducted in March 2010 among a representative sample of 450 mothers of children less than three years, besides its status as a distribution channel, the Internet plays a central source of information for mothers.
cyberacheteuses 42% use price comparison sites (kelkoo, achetermoinscher, etc..) And tied for 18% of them, the internet forums (ciao ...) and buying guides (leguide, Shopoon ...).
Nearly 3 in 4 mothers (73%) are enrolled in distance selling sites such as La Redoute, 3 Suisses ... Then there are the sites of stores for 55% of them, the sites of private sales (38 %), equal to the auction sites and linking buyers / sellers like eBay and pure player (only present on LeWeb) for 35% of mothers and the marketplaces (8%).
The textile and clothing is very popular with mothers (89%). The preferred site for mothers of small for their purchases online is the brand history of VAD, with dominant supply to the layette and clothing, Vertbaudet (44%). The second item of expenditure on the Web is that of toys, video games out, with a penetration of 50%. In third place come the cultural products: CDs, DVDs, books ... (44%). To these two categories of toy products and culture, the Internet offers is also well represented by many websites and brands.
Internet represents a smaller share of purchases from other moms on key sectors such as childcare, big or small (respectively 30 and 21%), health care children (23%) and baby food, the infant milk (8%). Brands have a role to play because of high demand: nearly 3 out of 4 mothers (73%), non-buyers on the Internet today, declare an intention in favor of online shopping ... if the offer was more satisfactory.
Internet plays a key role in purchasing moms. A practice which should also continue to rise because, according to the study, 45% of moms say they buy more and more via the Internet for their child.
A young mom trying to learn, then share on the Internet. 66% of cyberacheteuses want practical advice, tips, good ideas. Moms are waiting for information to accompany the daily life of their mother. Second, the moms want information on products and brands (37%). We find this need for information relating to the registration very high (87% of young mothers), a newsletter (one or more).
The exchange of information and experiences is also very important in the mothers. Internet allows them to easily share and when they wish, at their own pace. Waiting for 21% of young mothers (research priority of a "network" of mothers (forums, chats, clubs ...), a score that should not falter in light of the current progress of social networks in the home.
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