Author Archives: Berenice DeGusti
While it seems that consumer confidence is starting to turn around, reaching its highest level in almost a year and a half, President Obama’s recent State of the Union address, signals that the poor economy and job instability are still priorities to many Americans.
A few weeks ago, we decided to ask our Critical Mass ShopTalk research community who represent a broad demographic of consumers across the United States, what they will be spending more and less on in 2010, including both time and money. What we heard from them was both expected and surprising.
Consumers talked about spending more time on hobbies and interests, with family and friends and of course the resolution favorite, exercising. What’s interesting, though, is that a large number of consumers also talked about spending less time worrying or focusing on things beyond their control, like the economy or the job market. Many seem intent on living in the present and enjoying what they have today. While our community is mindful of the poor economy and the fact that saving and scrimping are ever-present goals and challenges, many want to worry less about the uncertain future and instead concentrate on the present.
The word cloud below captures the key words consumers used when asked what they will spend their time on in 2010.
Other activities that consumers say they won’t be spending as much time on in 2010 include TV and the internet, most notably social networking sites. Consumers talked about devising strategies to limit their time in these arenas so that they can spend more time outdoors or engaging in more active and/or quality pursuits with their families. While these are admirable goals, I’m not sure how much people will be sticking to this. If they really want to stress and worry less, I think TV and Facebook provide great distractions from the everyday pressures of life. I’m looking forward to seeing whether our consumers stick to this goal.
The term mom or mommy blogger is widely used to refer to moms who blog. However, the term does not accurately classify all mom bloggers because some of them actually write about more than their mothering experiences. The nomenclature issue is hotly debated in the mom blogosphere, but I’m not going to discuss this here.
What I do want to discuss, however, is the recent debate going on in the mom blogging world about transparency and ethics when it comes to reviewing products and services on blogs. Especially with the new proposed Federal Trade Commission (FTC) guidelines and the pointed attack on mom bloggers in a recent BusinessWeek article, have been up in arms. In contrast to what most people would think, most mom bloggers (or at least the serious ones) are actually in favor of the new FTC guidelines that are expected to be approved late this summer. These guidelines mean that bloggers would become liable for false claims or for failure to disclose conflicts of interest, in the same way that journalists are.
Even though these new guidelines are applicable to all types of bloggers, mom bloggers have been singled out because of the huge influx of consumer product companies using these bloggers to promote their products by either sponsoring posts, giving away free products, or paying for events and trips. While one blogger’s audience can be small, bloggers can still be very influential because many of their readers are bloggers themselves, who can pass on the word of a cool mom pick or great mom giveaway.
In response to the new found appeal of mom bloggers, some of them have begun to integrate reviews into their personal blogs or start separate review blogs.
So the issue becomes, can we trust the opinions of these mom bloggers? Is a review of a product that was given to them for free more questionable than one where a blogger just happens to write about a particular product? And, should bloggers be regulated as journalists are to disclose relationships with affiliates who may provide links to products on their sites or sponsor blog posts?
We recently turned to a group of moms in our ShopTalk community to get their opinions on mom bloggers and whether or not they trust the blogs that they read. Surprisingly very few of our moms trust reviews of products that are found on mom blogging personal or review sites. Most say that they use the information they find on mom blogging sites in combination with other sources in order to make their own informed decisions:
“I don’t just trust any one’s recommendations on a blog, I usually question and research everything and try to come to my own conclusion. Sponsored blogs usually will leave you skeptical because in the end they are trying to sell the company’s products so it will leave you wondering if the blogger is sharing a genuine recommendation and not one because she/he is being paid to.” (Bernie, 23)
“I read blogs more for entertainment than information. I would not change my buying habits from blog info because you don’t know if they have advertising contracts with certain brands, and if the promotion of certain products is genuine and personal or being bought.”(Nita, 25)
