2012 American Media Mom - BabyCenter Brand Labs · Source: BabyCenter 21st Century Mom™ Insights...

© BabyCenter LLC. Confidential. All rights reserved. #21CMom

2012 American Media Mom

April 2012


In-depth

surveys

2,500 Respondents

• 21st Century Media Mom Survey

of moms vs. general online

population

• 1,100+ expectant women or

moms with kids up to 7 years old

• 1,400+ other online adults

2

Methodology

In-Home

Research

• 35 new & expectant moms

participated

• Chicago & SF Bay Area

• Media journal for 3 days,

followed by in-home friendship

group with 2 to 3 friends

Behavioral

& Secondary

• Nielsen three-screen media

analysis

– Television

– Online

– Mobile

• BabyCenter Moms compared to

adults 18+


3

Use butterfly image

Transformation

of motherhood


4

Everything changes for Mom

93% of Moms manage the health and

well-being of their entire

family

Her

priorities

change

Design is now the 6th most

important criteria for apparel – it

used to be 1st

Her brand

preferences

change

58% have less

in common

with their non-

mom friends

Her social

circles

change


+3.0 hours

+1.5

+1.1

+1.0

+0.6

+0.6

+.05

–0.5

–1.3

–1.8

–1.9

–2.0

Fast Facts

15 hours of parenting

time added

Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 716 US women age 18+

with at least one child under 18 years old.

She spends her time differently

Q: Before & after becoming a mom, how many hours in an average weekday do you currently spend doing each of the following activities?

-2.7

-2.3

-1.6

-1.5

-1.5

-1.1

-0.9

0.5

0.5

0.8

1.3

1.7

1.8

2.9

-3 -2 -1 0 1 2 3

Cooking

Cleaning the house

Doing Laundry

Getting your children ready in the morning

Putting your children to bed

Kids activities

Feeding your children

Change in # of hours

© BabyCenter LLC. Confidential. All rights reserved. #21CMom Source: BabyCenter 21st Century Mom® Insight Series – October 2011

It’s a dramatic change in mindset

NOWTHEN

SOCIAL

RELAXED

FUN

IMPULSIVE

OVERWHELMING

STRESSFUL DEAL-DRIVEN

+67%

+88%

+158%

+43%

Q: Which of these words describes the way you feel when shopping?

RUSHED


7

Understanding the American

Media Mom

What tools

is she using

to empower

her new

life?

What

influences

the choices

she makes?

What

captures

her

attention?


1 Meet the 21st Century Media Mom

2 Digital is Essential in Her Life

3 Media Mom is in Control

4 Her Path to the Register has Evolved

5 Media Mom is Changing the Rules for Marketers

Agenda

©2012 BabyCenter LLC. Confidential. All rights reserved.


Meet the 21st Century

Media Mom

© BabyCenter LLC. Confidential. All rights reserved. #21CMom © BabyCenter LLC. Confidential. All rights reserved. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Source: BabyCenter 21st Century Mom® Insight Series October 2011

Motherhood impacts media usage

19% 19%

32%

10%2%

12%7%

49%

29%

21%25%

46%42%

36%

Q: Which of these are you using more or less since becoming a mom?

More Less


Mom is an early adopter of devices

Laptop

Digital Camera

Smartphone

TiVo or DVR

Gaming console

Tablet

Internet TV device

Moms Gen. Pop.

+14%

+21%

+38%

+12%

+7%

+26%

+38%

Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.

80%

74%

65%

47%

44%

29%

22%

70%

61%

47%

42%

41%

23%

16%

Q: Which of the following devices do you personally own or use on a monthly basis?


Eagerly awaiting the next i-Device

The

Technophile

Kristy

Unplugged but always on

The Cable

Rejector

Lora

On the move, but always connected

The Mobile

Master

Mary

Lives life in 140 characters or less

The

“Social”-ite

Sarah

Meet the Family Media Managers


MEDIA

HABITS

• Sleeps with iPhone next to bed

• Pinterest addict

• Watches TV recorded on DVR

Got email about sales on kids stuff at Gap + free shipping – I flag to look at later – I love free shipping.

Kristy – The Technophile Family Media Manager


-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Mom’s media behaviors are disrupted

-36% -68%

-31%

-61%

Live TV Newspaper Magazines Radio

Stream content to TV

Video online

Recorded TV

Internet from laptop/PC

Smartphone Tablet/ eReader

+12%

+37%

+29%

+2%

+66% +56%


Moms Gen. Pop.

Q: Compared with 3 years ago, which of these are you using more or less? (Among device owners)

Traditional

Digital


More devices = more media time

Average Daily Time with Media


Q: In a typical day, how many hours do you spend with the following media?

TV 2.9

Online

(any device)

5.6

Radio 1.1

Tablet/eReader 0.8 Newspapers 0.2

Hours

Magazines 0.3


More devices = more media time

Average Daily Time with Media

Average time with media

Own a smartphone

Own a tablet

Own an Internet TV device

Own smartphone & Internet TV

Own smartphone, tablet & Internet

TV


Tablet offllne 0.8

+7.4 hrs

Q: In a typical day, how many hours do you spend with the following media?

+4.6 hrs +3.3 hrs

+1.4 hrs +0.5 hrs

TV 2.9

Hours

10.9 hrs


Digital is Essential

in Her Life


Moms live their lives online

Online Data - NetView; October 2011

Fast Facts

Moms spend 63% more time

streaming online than the

general online population

I rely on the Internet for the

weather, news, movie times,

communication among

friends, media and shopping.

-BabyCenter Mom

Moms

Gen. Pop.

33 hours

66 hours

Monthly hours

2x time online


Fast Facts

Top sites (unique users) female w/ kids under 3

Google Facebook Yahoo YouTube MSN

Amazon Blogspot Walmart Target Netflix

0

1

2

3

4

5

6

7

8

9

10

6-9am 9am-noon 12-2pm 2-5pm 5-8pm 8-11pm 11pm-6am

Monthly online hours by daypart (weekday)

…All day long

For Mom, prime-time is online…

Moms Gen. Pop.

Online Data - NetView; October 2011

As a Stay-at-Home Mom

I can’t survive without

the Internet and my

laptop. I freak out if I

can’t get online. -BabyCenter Mom


Mom is finding new ways to

get support


Friends/family/other parents you know in real life

Search engines

Expert advice on parenting websites

Other parents on parenting social media

Other parents on mainstream social media

Apps

TV

Mom blog sites

Online videos 17%

24%

24%

26%

49%

53%

53%

54%

76%

Q: How often do you use the following for parenting-related information? (Daily or Weekly)

Digital Non-Digital


Moms are social super-heroes

80%

60%

52% 55% 53%

32%

Use social media regularly

“Like” brands on Facebook

Have over 200 friends on Facebook

Fast Facts

Moms spend 2X time on

Facebook monthly compared

to gen. pop.

Facebook is the window to

the outside world for stay-

at-home moms. With the

first child, it's your

connection to friends, the

broader outside world. -BabyCenter Mom


Moms Gen. Pop.

Q: Do you use social media regularly? Please describe how much you use each of the following:

+45% +13% +63%


Mobile gives Mom super powers

86%

61%

53%

30%

23%

71%

46%

34%

20% 15%

Moms Gen. Pop.

Q: What do you do with your mobile device?

+21% +34% +55% +53% +58%

Texting Mobile internet Social media Mobile banking Mobile shopping

Source: Nielsen Mobile Insights, Q4 2011


MEDIA

HABITS

• Can’t live without her phone

• Skypes her husband during the day

• Reads Fit Pregnancy magazine

Mary – The Mobile Master Family Media Manager

I’ll be on my laptop and watching TV and I hate to say this, but I’m also watching YouTube


Fast Facts

Top Mom apps (women w/ kids 0-4)

Facebook

Google Maps

Weather Channel

Angry Birds

YouTube

Pandora

Words w/ Friends

Bejeweled

Twitter

Chase Mobile

Day in the life: Mobile Media Mom


Media Mom is in Control


Traditional media still plays a role

NetView; October 2011

TV Data - National People Meter Panel, Oct. 2011 (Pulled from NPOWER)

158 161

10.4

8.1

Monthly hours with TV

Magazine subscriptions

I used to get People, Us Weekly…Now the most I read is when I'm in the checkout line at Target. Now I go to People.com to see what weird names the celebrities gave their babies!

Fast Facts

17% of Mom’s time with

television is time shifted

(142 index)

Moms Gen. Pop.


But she’s getting it on her own terms


On live TV

On DVDs

Recorded on TiVo or a DVR

Streamed to a laptop or PC

Streamed to a TV

Streamed to a tablet

Streamed to a phone

-9%

+30%

+24%

+27%

+94%

+60%

+100%

60%

61%

46%

28%

33%

8%

8%

66%

47%

37%

22%

17%

5%

4%

Moms Gen. Pop.

Fast Facts

29% of Moms with

tablets watched a TV

show on their tablet

(112 index)

Q: There are many ways of watching movies, TV shows and other videos. How do you watch?


We got rid of cable a year and a half ago. I can still watch my shows through Hulu Plus.

MEDIA

HABITS

• “Go-to” online

researcher

• Listens to NPR for news

• Scans bar codes on wine bottles

• Used meetup to meet other moms

Family Media Manager

Lora – The Cable Rejector


More likely to be engaged in other activities while watching TV

Mom is maximizing her media time

Fast Facts

More than twice as likely

to use social media or

text someone while

watching TV


49% 49%

41% 41%

23%

28%

23%

27%

17% 16%

Moms Gen. Pop.

Talk to someone else

Use social media Go online on tablet or

mobile phone

Text someone

Talk on the phone

Q: When you are watching movies, TV, or other video, how often do you also do the following? (always/often)

+75% +113% +52% +141% +44%


49%

46%

47%

45%

21%

39%

30%

30%

24%

15%

Her life requires flexibility

I can now choose from a wider range of media devices

I have more control over what media I watch and when I watch it

I’m now more connected to friends and family

I need media whenever I have free time, on the go, from any location

I’m accessing opinions from other people online about products and services


Moms Gen. Pop.

+26%

+53%

+57%

+88%

+40%

Q: Which of the following reasons describe why your media habits may have changed in the past 3 years?


Spotlight Media tradeoffs

VS


Her Path to the

Register Has Evolved


58%

42%

31%

29%

Word of Mouth (In person

recommendation)

Parenting/Mom

website

Social

Networking

Online

Reviews

33

She still relies on recommendations

68%

47%

36%

64%

We have this blog in Oak Park – it has all the wants and needs for moms in the neighborhood. It’s awesome!

-BabyCenter Mom

Fast Facts

Moms spend 60% more time on Blogs than general online population.

Q: Imagine you are going to buy a new product. How would use each of these resources throughout the shopping process?

Product

ideas

Product

recommendations

© BabyCenter LLC. Confidential. All rights reserved. #21CMom Source: BabyCenter 21st Century Mom® Insight Series

Online is critical in the

purchase process

Mobile Phone

30%

33% 30%

31%

45%

37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Traditional media Retail Stores Online Mobile Phone

AWARENESS PURCHASE CONSIDERATION

Get product

IDEAS

Get product/brand

RECOMMENDATIONS

Compare

FEATURES

Compare

PRICES

Find COUPONS

or deals

Decide

WHERE to buy

Q: Imagine you are going to buy a new product. How would you use each of these resources throughout the shopping process?

Retail Stores

Mobile Phone

Online

Traditional Media

80% 84% 85% 84%

76%

67%

57%

24% 18%

24%

44%

19%

45%

22%

52% 58%

19%

26% 36%

33% 37%

45%

31% 30%


10

20

30

40

50

35

Source: BabyCenter 21st Century Mom® Insight Series

Reliance on mobile is increasing

dramatically

AWARENESS PURCHASE CONSIDERATION

Get product

IDEAS

Get product/brand

RECOMMENDATIONS

Compare

FEATURES

Compare

PRICES

Find COUPONS

or deals

Decide

WHERE to buy

Q3 2011

20% 17% 16%

22%

28%

21%

Q1 2012

36% 33%

37%

45%

31% 30%

Q: Imagine you are going to buy a new product. How would use your mobile phone throughout the shopping process?


Spotlight Mobile simplifies her life

Scanning bar codes is empowering people to know what things really cost and what the markups are…I can scan a bottle of wine at a restaurant and find out I can buy it for $15.

— Lora, Chicago

http://www1.macys.com/campaign/social?campaign_id=207&channel_id=1&cm_mmc=backstage-_-vanity-_-n-_-n


+41% +36% +10% +80%

There’s also an app, ShopSavvy, you can use to scan bar codes. I scan the box of diapers at home and you can find where to get them the cheapest.

-BabyCenter Mom


Mobile as shopping sidekick

Fast Facts:

1 in 5 have scanned a product barcode for price comparisons in the past 30 days (110 index)

41% 38%

22%

9%

29% 28%

20%

5%

Moms Gen. Pop.

Looked up prices online while shopping

at the store

Purchased something

Scanned product barcode for price

comparison in past 30 days

I regularly scan QR codes with my

smartphone/tablet

Q: Which of the following have you done in past 30 days with your smartphone or tablet?


MEDIA

HABITS

• Addicted to Amazon Price Checker

• 100 friends follow her tweets

• Listens to spotify • Has YouTube channel

to entertain her son

My day begins on my phone. I’ll check Twitter, see what my friends are tweeting about, then head onto Facebook.

Sarah – The “Social”-ite Family Media Manager


Media Mom is Changing

the Rules for Marketers


ONLINE

Mom spends twice

as much time online

as the gen. pop.

TELEVISION

42% more of her time

with television is

time-shifted, compared

to gen. pop.

MOBILE

Mom is 50%

more likely to shop

or bank on her

mobile phone.

SOCIAL

80% of moms use

social media

regularly; over half

use social media on

their mobile device.

Her media choices demand attention


How do you engage with her when…

Everything has

changed for her

Priorities, preferences,

social circles – how does

your brand fit and

support her new life?

New solutions are

a must

Digital solutions make it

easier than ever for her to

optimize her time, money,

and media – how is your

brand empowering her?

There is no

“regularly scheduled

programming”

You are competing for her

attention – how are you

breaking through?

She is plugged in

Scanners, comparative

shopping, social networks,

reviews, WOM – how are

you fitting into her new

shopping behaviors?


42

Some brands are doing it well

44% of moms

say parental

controls factor

into technology

purchasing

decisions;

a 4x increase.

Verizon

67% of women

will buy a

new car to

accommodate

their growing

family.

Chrysler

Source: BabyCenter 21st Century Mom® Insights Series, June 2010

Given the

choice, 50% of

moms would

shop exclusively

online.

Target


Moms expect more from advertising

Has a coupon or offer

Relates to my lifestyle/personality

Is funny

Includes a contribution to a charitable organization

+20%

+68%

+14%

+117%


72%

62%

41%

13%

60%

37%

36%

6%

Moms Gen. Pop.

Q: I am more likely to pay attention to an ad that…


Messaging to Media Mom Spotlight


Spotlight Messaging to Media Mom


She also expects more from brands

Good Value

Products that simplify my life

Recommended by friends

Products use natural/wholesome ingredients

Environmentally conscious

Recommended by experts

Supports organizations that are important to me


11%

19%

21%

24%

26%

41%

72%

15%

24%

25%

29%

42%

45%

61%

Moms Gen. Pop.

-15%

+10%

+62%

+21%

+19%

+26%

+36%

Q: What are the most important characteristics of brands that speak to you?


Spotlight Messaging to Media Mom


Email Timed to her

exact stage

& mind-set

Content Written by

award-

winning

editors;

reviewed by

medical

experts

Video Original

content on

pregnancy,

birth &

parenting

Social Where ever

she is

Community Access

to thousands

of women

going through

the same

thing – at the

same time

Mobile Optimized to

support her

busy life

Meeting her needs at every stage of the journey

Remarkably right. Now.

Apr 19 2012


49

The new rules for marketing to

Media Mom

Understand the transformation of motherhood

and how it changes women’s media habits 1

2

3

4

Anticipate her new needs, behaviors and how

to reach her when she needs you

Map her media journey, embrace the disruptors

and engage her where she is most receptive

Turn insights into action and be always

on…because she is

© 2011 BabyCenter LLC. Confidential. All rights reserved.

Questions? We’d love to hear from you. Email [email protected] Marketing Manager

[email protected]

(XXX) XXX-XXXX

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