Originally published in the September 2014 print issue of Kids Today Safety is the top priority for today's moms. Eight out of 10 cite safety as the most important feature when buying cribs and other infant furniture, such as changing tables and glider rockers. That's according to the nearly 700 moms answering Kids Today and Mom Central Consulting's 2014 Children's Decorating Survey. A durable product is named by 70% of moms as a key feature, followed by price and a sturdy product, each named by 66% of moms. The overall style and design is important to 61% of moms. A product's brand name and celebrity endorsements are the two least important factors with moms. Overall, 40% of responding moms purchased a traditional crib and 60% bought a convertible one, defined as one that turns into either a toddler bed or a twin/full bed. Overall, 69% of moms prefer to shop for a crib in a brick-and-mortar store, while 31% favor shopping for cribs online. As far as buying a crib, 81% prefer to purchase in store and 19% like buying online. Younger moms are more likely to choose shopping and buying online. Kids Today partnered with Newton, Mass.-based Mom Central Consulting in May 2014 to ask moms about infant furniture, youth furniture and car seats, as well as how they shop for children's furniture. The online survey fielded to Mom Central's proprietary panel of moms and garnered 690 responses. The results presented within this report are for infant furniture only. Kids Today's October and November/December issue will present results on youth furniture and car seats, respectively. Mom Central Consulting is a premier social media agency specializing in marketing to moms and maintains a core panel of more than 2,000 moms. The research was collected and analyzed by Kids Today's market research department.
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