SOCIAL PARENTING: Put your brand in the hands of mother

More than a million UK parents each month log onto parenting websites such as Mumsnet and Netmums. They discuss everything from child behaviour to the book of the month to social and political affairs. But these "social parenting" sites have evolved beyond gossip and support to become recommendation tools for everyday purchases. In user polls conducted separately by both Mumsnet and Netmums, about 80% of users said they would not make a purchase without first consulting the website and the opinions of their peers. Since women make 80% of all purchasing decisions, including 65% of all cars and 90% of holidays and homes according to research from agency Iris, marketers need to take note of these findings. The detailed understanding that these communities have of their user base - their interests, income and motivations - are all valuable for marketers. With so much willingness from social parenting users to speak up, it is no surprise these services are being courted by politicians. If politicians can spread their word via Mumsnet, so too can brands. While social parenting communities undoubtedly hold sway with parents, companies should not consider these alone to be enough to target women effectively. But as a starting point for companies hoping to attract new female users, the social parenting phenomenon shows no signs of fading.