Digital Moms Report

AN MWW REPORT SPRING 2012

DIGITAL MOMSREPORT

DIGITAL MOMS REPORT

© 2012 MWW GROUP, ALL RIGHTS RESERVED | AN MWW REPORT | SPRING 2012 2

Get to Know Digital MomsWe know moms are among the most coveted consumer groups for their spending prowess, their influence in household decisions, and their brand loyalty. But what do we know about moms and their digital habits? How do they spend their time online? What devices do they prefer? What do they share – if they share anything at all? How does that translate into the purchases and decisions they make?

DIGITAL MOMS REPORT


INTRODUCTION

• On average, they have two children.

• Income matters – but only insofar as it impacts what Digital Moms can do, not what they want to do.

• 3 out of 5 Digital Mom segments see themselves as influencers – but they vary significantly on who they influence and how.

• 60% of all Digital Moms play online games.

• All Digital Moms would rather send or receive a text than have to talk on the phone.

• Facebook is the single most commonly used social media platform – but it isn’t the only one for any type of Digital Mom.

There isn’t just one type of digital mom – indeed, there are five. They prefer different digital devices, seek out different types of information and experiences, and use social media in different ways. In the following report, you’ll meet these five moms, learn more about how they use and choose technology, and what motivates them. But most importantly, we’ll explore what matters most to them to help your brand matter more.The 2012 MWW Digital Mom Report is based on findings from an online survey of more than 1,000 moms conducted in April 2012. The report examines how Digital Moms vary on what they do with their digital devices and why, but let’s start with what all five Digital Moms have in common:

PRACTICAL ADOPTERS

WALLFLOWERS

MOBILIZERS

CASUAL CONNECTORS

URBAN ORIGINALS

DIGITAL MOMS REPORT


MOSTLY SUBURBAN WITH SOME RURAL

RURAL SUBURBAN URBAN

PRACTICAL ADOPTERS

OF ALL DIGITAL MOMS

30%MIDDLE TO UPPER INCOME

25% 75%

Creating RelevancePractical Adopters index higher than other segments on interest in fashion and design.When evaluating digital devices of all types, they seek to balance features such as speed and processing power with design and fashion.

AVERAGE AGE: 45

7525

DIGITAL MOMS REPORT


PRACTICAL ADOPTERS

They aren’t on the front-end of technological adoption, and they aren’t on the back-end. They are firmly in the middle – but once they adopt a technology or digital habit, it sticks.

They commit their time to harmonizing their professional and personal lives and look to digital technologies to help. Practical Adopters keep in touch with tech and digital trends but don’t have the time or motivation to try and keep up with emerging trends as they happen. They are comfortable being second generation adopters and are unlikely to jump on today’s latest fad.

Practical Adopters are rational by nature and only act after consideration and proof-of-concept exist. Reaching them isn’t the challenge – getting them to act is.

Practical Adopters strive to use digital technologies to manage their own and their family’s lives.INFLUENCER PROFILE

Practical Adopters actively influence one another and look to established and credible sources of information. They’ll use Mobilizer and Urban Original recommendations as a means to identify trends that they subsequently research independently.

Ultimately, word-of-mouth, independent reviews and professional network influence is more important to Practical Adopters than social media based recommendations.

CONNECTIONS

Practical Adopters use digital technology to stay connected to friends, family and colleagues.

They are the most professionally oriented of all of the segments, although they use social networks less intensely to stay connected with their professional networks, preferring direct communications via email and face-to-face.

INTERESTS

As with most aspects of their lives, Practical Adopters’ interests balance themselves, their family and their careers.

You’ll never find them standing in line waiting for the latest gadget – but they may be managing the store or the marketing department behind the promotion. Practical Adopters watch, observe and manage. They keep in touch with trends but not on top of them — so their interests are often wide and varied. The commonality lies in that they’ll wait for the dust to settle before considering a new trend legitimate.

CONTENT MOST OFTEN CONSUMED:

1. News/Weather2. Entertainment News3. Health Information

MOST IMPORTANT DIGITAL ACTIVITIES:

1. Researching2. Connecting with Friends and Family3. Shopping

DIGITAL MOMS REPORT


PRACTICAL ADOPTERS

77% 45%

TWEET

POST PRODUCT REVIEWS

88%

1 in 10 is self employed (the highest among any segment)

74%

ARE WORKING MOMS

I still like my Blackberry!Practical Adopters are the most likely to still be holding onto their Blackerry as their primary mobile device.

COMMENT ON NEWS OR BLOG POSTS

DIGITAL MOMS REPORT




WALLFLOWERS

OF ALL DIGITAL MOMS

22%MIDDLE TO LOWER INCOME

25% 75%

AVERAGE AGE: 34

7525

Creating RelevanceWallflowers like to relax and browse. They want to stay connected by reading and consuming content and social media posts, but don’t feel the need to join the conversation.

Time devoted to digital pursuits is their downtime. It isn’t time for connecting or heavy lifting.

DIGITAL MOMS REPORT


WALLFLOWERS

Don’t try to engage with Wallflowers – they don’t want to.

What they want to do is read what others have shared and browse news, blogs and other content sites.

They actively glean information from social networks and digital publishers and are no more or less likely to respond to an offer or other call-to-action that requires sharing, interacting or engaging – they are happy leaving that to others.

They aren’t interested in mobile technologies per se – but enjoy the tablet for relaxing in bed or on the couch while watching TV or browsing online content.

Wallflowers don’t care to share. INFLUENCER PROFILE

Wallflowers are not influencers by any stretch of the imagination. But that doesn’t mean they are disconnected.

Socially they overlap heavily with Mobilizers and are likely to be influenced by the posts and conversations among this group.

CONNECTIONS

Wallflowers are the influenced and will act on these influences.

They resist sharing but actively look for content that is shared. They don’t produce content but continuously seek new and stimulating content.

Their social networks are geographically based and so they are most closely influenced by Mobilizers who frequent the same social circles.

However, the content they most often consume is produced by Urban Originals. Practically speaking, creating buzz among either Mobilizers or Urban Originals is an effective means for getting Wallflowers to fall in behind them.


1. News/Weather2. Entertainment News3. Health Information


1. Research2. Reading the News3. Reading Others’ Social

Media Posts

INTERESTS

Wallflowers are very visual and entertainment focused in their content consumption.

They tend to prefer digital device formats that enable these interests such as tablets and laptops.

Wallflowers utilize digital media as entertainment and escape and are most interested in visual content and subjects that stimulate emotional connections.

DIGITAL MOMS REPORT


WALLFLOWERS

0% 2.5


<50%

Lowest percentage of full-time employed mothers: 21%.

times more likely to name tablets as their favorite digital devices.

Blog averse – they simply don’t do it.

58%

ARE FULL-TIME HOMEMAKERS

COMMENT ON NEWS OR BLOG POSTS

We Love Pinterest!Wallflowers index above average on only two points in the entire digital universe – their adoption of tablets and Pinterest. The intuitive appeal of the two combined resonates strongly with Wallflowers and visually represents Wallflowers at heart: a mother relaxing by herself in bed browsing Pinterest on her tablet.

USE OF DIGITAL DEVICES

DIGITAL MOMS REPORT




CASUAL CONNECTORS

OF ALL DIGITAL MOMS

23%MIDDLE TO LOWER INCOME

25% 75%

AVERAGE AGE: 47 (OLDEST)

7525

Creating RelevanceCasual Connectors don’t have large and active social networks – but that doesn’t mean they don’t connect. The focus is on their children, and they work at keeping those connections strong almost every day.

After connecting online time becomes downtime for reading the news or playing a casual game.

DIGITAL MOMS REPORT


CASUAL CONNECTORS

Casual Connectors are first and foremost focused on staying in touch with their children, and then with close friends and family – and sending emails and texts fits the bill just fine.

When they aren’t connecting with the kids, they may jump online for some casual social gaming to kill some time, but they aren’t watching any online videos. They spend more time than other segments reading the news and habitually check on the weather.

Casual Connectors have checked into the digital age just enough to stay connected. They have shifted existing habits to digital formats (reading the paper, checking in with a son or daughter) but are not going to be breaking new ground anytime soon.

Casual Connectors are at the back of the digital adoption curve. For the most part, they simply haven’t found the value in adopting new technologies.INFLUENCER PROFILE

Casual Connectors are outside of the typical spheres of influence for Digital Moms. They first look to their children for direction on all matters digital and then to their broader family or close circle of friends.

When it comes to Casual Connectors, the Internet is for keeping tabs on the world and less so for keeping tabs on their friends – they still prefer phone conversations and face-to-face interactions and are skeptical of social networks.

CONNECTIONS

Casual Connectors are most closely connected with their close circle of friends and family.

Most of all, maintaining connections with their children drive their use of technology (email, SMS, Facebook).


1. News/Weather2. Entertainment News3. Parenting Information


1. Research2. Connecting with Friends and Family3. Reading the News

If a new technology helps them keep in touch, they will adapt – but the change will definitely be driven by the direct influence of their children.

INTERESTS

Casual Connectors are family focused. After that, they want to stay connected to events via online news media sources.

They view the Internet as a resource that is there when they need it, but it’s not something they care to actively leverage. When they want to buy something, they’ll research it, or when they are interested in an issue, they’ll explore it – but they feel no need to stay continuously tuned in.

DIGITAL MOMS REPORT


CASUAL CONNECTORS

40%

Lowest percentage of smartphone adoption

Evenly distributed between working and stay-at-home mothers, but with the lowest average income

Smallest average household size

50%

EMPLOYED/HOMEMAKER

Keep It Simple, Please!Casual Connectors are practical and pragmatic – they don’t want to spend money on unnecessary and frivolous features.Ease of use and price primarily drive their digital investments.

USE OF DIGITAL DEVICES

HOUSEHOLDS WITH 1 CHILD

Desktop bound – typically owns:• a desktop• a standard cell phone• few other digital devices

DIGITAL MOMS REPORT


MOSTLY SUBURBAN WITH SOME URBAN


MOBILIZERS

OF ALL DIGITAL MOMS


25% 75%

AVERAGE AGE: 33

7525

Creating RelevanceHyper-connected and on top of trends, Mobilizers aren’t the trend spotters – but they are trend amplifiers. They connect to the Urban Originals and amplify content out to their networks.

They are the only Digital Moms who prefer mobile devices as their primary device for staying connected.

DIGITAL MOMS REPORT


MOBILIZERS

Mobilizers are the most outwardly connected segment of Digital Moms and blur the lines between personal and professional digital pursuits. They are actively managing digital personas and seek content that generates social currency.

Digital technology and media are a means to maintain their social connections with a focus on their friends more than family. In fact, parenting information or other content related to motherhood takes a backseat to their status as an independent person.

Content, connections and technology are about them and their lives – and less so about their family. Yet, this segment acts as the highest potential point for amplification and the creation of viral content. Connecting with Mobilizers requires a mix of pop culture and emotional buzz coupled With at least a dash of social cache.

Mobilizers are the smallest, youngest and most affluent digital archetype. INFLUENCER PROFILE

Mobilizers are hyper-connected with one another. They are always switched on and make connecting with their friends a top priority.

They are also disproportionately interested in entertainment news and celebrity gossip, and are likely to follow celebrities on Twitter – making them the prime entry point for celebrity influencer programs.They also take cues from Urban Originals who are more on the leading edge of content creation and trend spotting.

At the end of the day, Mobilizers are one of the primary sources for sharing, advocacy and amplification and can wield their influence on every other segment to some degree.

CONNECTIONS

For Mobilizers, it is all about connections.

They value their own social circles the most and see themselves as influencers and opinion leaders. Yet they are not content creators – so they still rely on Urban Originals and digital publishers to feed them content they can amplify.


1. Entertainment News2. Celebrity Gossip3. Pop Culture


1. Connecting with Friends2. Reading Others’ Social

Media Posts3. Research

They also emphasize friends over family in their connections. Family takes a backseat in their digital universe and is often separated as a distinct social sphere.

INTERESTS

Music, entertainment and social connections are most relevant to the Mobilizer segment.

They want to keep up with the trends and maintain their status as opinion leaders among their peer set.

News, health and parenting information are preferred over entertainment news and celebrity gossip.

DIGITAL MOMS REPORT


MOBILIZERS

73% 52%


88%

They live mostly in suburban (54%) and urban (25%) areas.

60% post to Pinterest

60%

BLOG AT LEAST OCCASIONALLY

Mobile + Music + AppleMobilizers are the heaviest users of digital music services and are much more likely to own or prefer Apple products than any other segment.

ARE WORKING MOMS

TWEET

DIGITAL MOMS REPORT


MOSTLY URBAN WITH SOME SUBURBAN


URBAN ORIGINALS

OF ALL DIGITAL MOMS


25% 75%

AVERAGE AGE: 35

7525

Creating RelevanceUrban Originals are serious and considered in their work and decision making. They create and share because they are passionate about being parents and use technology to be the best mothers they can be.

Tools, technologies and partners that add value to their experience and/or abilities as parents are valued more than other opportunities.

DIGITAL MOMS REPORT


URBAN ORIGINALS

Urban Originals are driven by a need to stay ahead of the digital curve and are hyper-connected via digital social and mobile channels. They view themselves as influencers and seldom miss an opportunity to share their opinion.

Urban Originals are also the content engine of Digital Moms. Over 90 percent of mom-generated content (excluding comments and status updates) is created by Urban Originals.

They are the segment most likely to do just about anything digital – they spend more time and try more things. They are also the most family and parenting oriented. The interests of Urban Originals index on parenting more highly than any other activity.

They are both influencers and highly influenced, as they try to stay ahead of the curve.

Urban Originals are educated moms primarily living in metro areas and their immediate suburbs.INFLUENCER PROFILE

Urban Originals occupy a key position among Digital Moms. As the segment almost exclusively responsible for content generation, they have a trickle-down effect across the entire spectrum of Digital Moms.

They are also the key trend spotters as parents, but also as women. Mobilizers key into the content and opinions of Urban Originals to help facilitate their own trend spotting.

CONNECTIONS

Urban Originals don’t look to other segments of mothers for inspiration. They tend to self-identify amongst themselves to create smaller but more intense social networks.

They define social currency on attributes that are more directly related to parenting and their roles in the community. They are also more likely to have deeper online-only relationships, based on common interests in parenting or women’s issues, than other segments.


1. Parenting Information2. Fashion News3. Health Information


1. Research2. Shopping3. Connecting with Friends and Family

INTERESTS

While other segments certainly value their families, Urban Originals are more focused on parenting as a craft.

They are also more in-tune with women’s health issues and information.

Finally, they are much more likely to see their content creation as a calling or part of who they are as mothers. They take it very seriously— to the degree that they often cannot disentangle personal vs. professional.

DIGITAL MOMS REPORT


URBAN ORIGINALS

98% 85%


100%

They live mostly in urban (55%) and suburban (35%) areas.

5X more likely to use an online dating service.

3X more likely to visit parenting websites or blogs.

4X more likely to use Foursquare

Highest penetration of Instagram (10%)

62%

BLOG AT LEAST OCCASIONALLY

Laptop Living.Urban Originals are not tech driven in their device purchases – it is more about ease-of-use and integration into their lifestyle. They tend to overlook technical specs and focus on screen size, usability and ergonomic factors.

ARE WORKING MOMS

TWEET

DIGITAL MOMS REPORT


FOR MORE INFORMATION, PLEASE CONTACT:

Doug O’Reilly Vice President, Director of Insights 917.675.2345 | [email protected] Twitter: @DougOReilly

MWW Group 304 Park Avenue South, 8th Floor New York, NY 10010

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