Word of mouth, online reviews, and trust are key factors influencing purchasing decisions among Australian mothers, according to the latest research from the mum-marketing agency Mumpower.
The Australian Mums Today 2025 report highlights that with over 6 million mums in Australia, who control more than 80 per cent of household spending, understanding their buying journey is essential for brands targeting this demographic.
The report reveals that many mums are feeling the strain of rising living costs, yet they remain the primary decision-makers for purchases in several categories.
Mums influence 93 per cent of beauty purchases, 85 per cent of baby/children’s items under $100, and 79 per cent of fashion purchases. However, decisions around eating out, holidays, and entertainment are more evenly split within the household.
Despite financial pressures, mums continue to prioritise household essentials like utilities, financial services, and children’s education, with discretionary spending undergoing increased scrutiny. Trust, value, and credibility have become essential for brands seeking to appeal to mums, who often rely on research from online communities and peer recommendations when making purchases.
Word of mouth is a powerful motivator for mums, with one in four reporting that their most recent purchase was influenced by a trusted recommendation. Social media advertising and influencer campaigns are also key drivers of awareness, with 34 per cent of mums first learning about products through social media content.
Online reviews play a critical role in the decision-making process, with 92 per cent of mums avoiding a product due to a negative review and 82 per cent making a purchase after reading a positive one.
Platforms like Instagram, YouTube, Facebook, and TikTok are commonly used for research, with 85 per cent of mums relying on these sites to explore brands. In addition, 60 per cent of mums turn to search engines, and 50 per cent seek input from other mums before finalising a purchase.
When purchasing higher-priced items such as home appliances, baby products over $100, and automotive goods, mums place significant importance on online reviews. Moreover, 60 per cent of mums actively promote brands they love, contributing to grassroots marketing efforts.
“We know that mums are carefully researching products and brands before they decide to spend, and they’re looking to their face-to-face peer group and online communities as well as reviews to help them weigh up their options,” Christie Nicholas, Mumpower CEO and founder.