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eMoms 2012:

A BlogHer, Inc.

Study Photo credit: Blog: Whatever: Meg Duerksen

BlogHer Source: eMoms 2012, a BlogHer , Inc. study

In July 2012, BlogHer fielded a study about moms, kids, technology usage and social media. The questionnaire was fielded with both the BlogHer Visionaries Panel as well as a general U.S. online population.

Survey fielded to BlogHer Visionaries

Panel

N= 669 Moms 18+

TOTAL Combined Sample of 1,102 moms

Survey fielded in 12 U.S. markets

including N.Y., Boston, Atlanta,

Chicago, Dallas, Portland, San Diego,

Denver, Seattle, Los Angeles,

Philadelphia, Wash D.C.

N = 433 Moms 18+

BLOGHER SAMPLE TOTAL U.S. ONLINE POP

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BlogHer Source: eMoms 2012, BlogHer Inc.

Key Findings:

Moms are “hyper-connected”, with 99% owning a computer

and 83% owning a smartphone

Toddlers are using their moms’ devices, with more than half of

moms reporting their children under 3 use their laptops

Blogs are the most trusted social media channel for parenting advice and information

Blogs also build more confidence around parenting skills,

than other social media channels

More than half of online moms make decisions for their

families based on blog advice, such as purchasing a food

product (56%) or watching a TV show (54%)

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Moms hand over their tech at increasing rate

Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102; 2011 Moms and Tech, N = 1,038

THE AGE KIDS ARE ALLOWED TO OWN THESE DEVICES IS SIGNIFICANTLY HIGHER

Age First Used Device: 3 Years and Under

Smart

Phone

Laptop/

Desktop

Tablet

Digital

Camera Regular

Mobile

Phone

eReader

3% 10% 12%

23% 48% 51%

34% 35% 27% 34% 30%

35%

2011 2012

mp3 Player

21% 24%

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Mom’s tech ownership is high for all devices

Brand Image/Logo

99% 98% 85% 83%

76%

57% 56% 49% 49%

0%

20%

40%

60%

80%

100%

120%

Mom Owns

Smart

Phone

Laptop/

Desktop

Tablet Digital

Camera

Regular

Mobile

Phone

eReader Video

Game

Console

mp3 Player Hand Held

Video

Game

Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 5

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Smart Phone

Connectivity drives privacy concerns

Level of Concern Top 2 Box (Extremely/Somewhat) concerned

Source: eMoms 2012, a BlogHer Inc. study

Laptop/Desktop

Tablet

Video Game

Console

83%

Regular

Mobile Phone

eReader

Hand Held

Video Game

57%

53%

18%

21%

12%

11%

77%

79%

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

64%

59%

40%

25%

22%

11%

19%

19%

9% 22%

mp3 Player

Digital Camera 6

BlogHer

Q

16%

67%

Moms trust blogs for parenting advice

“Do you trust the parenting information and advice from the following media?”

72%

64%

90%

60%

28%

51%

31% 29%

36%

28% 22%

Blogs

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

18%

Source: eMoms 2012, a BlogHer Inc. study 7

BlogHer

Q

17%

72%

GenX Moms are the most plugged in to seeking parenting advice across social platforms

“Do you trust the parenting information and advice from the following media?”

60% 64%

Blogs

TOTAL U.S. ONLINE POP

18-27 28-45 46-64

64% 66% 62%

28%

36% 34% 34%

27% 25%

37% 33%

38%

23% 17%

23% 16%

13%

Source: eMoms 2012, a BlogHer Inc. study 8

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eMoms and Mobile

Photo credit: Blog: Jenny On the Spot: Jenny Ingram

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Q

Two-thirds of moms report higher mobile usage

“Are you using mobile phones more or less compared to last year?”

Less

5%

Same

31%

More

64%

Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 10

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What are moms doing on mobile?

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Top 5 out of 10 Choices

97% 95% 90% 80% 75%

MAKE ACTUAL

PHONE CALLS

SEND TEXT MESSAGES CONNECT WITH

FRIENDS AND FAMILY

CHECK E-MAIL CHECK SOCIAL

NETWORKS

The missed opportunity for mobile is that only 40% are using it for shopping or coupons.

Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 11

BlogHer

Q

Two-thirds of moms report higher mobile usage

“Which screen do you depend on the most?”

Rank

Screen

% Depending on it the Most

#1 Mobile Phone 75%

#2 Laptop 63%

#3 Desktop PC 31%

#4 TV 29%

#5 Tablet or iPad 22%

#6 eReader 6%

Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 12

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eMoms bring Mobile to every room of the house

Mobile is the only device that makes it into the bathroom and kitchen

Source: eMoms 2012, a BlogHer Inc. study; Combined sample, N = 1,102; “What rooms of the house do you

use each of the following tech devices?”

Living Room: • Mobile • Laptop • Tablet

• TV • Desktop • eReader

Office: • Mobile • Laptop • Desktop

Kitchen: • Mobile

Bedroom: • Mobile • Laptop • TV • eReader • Tablet

Bathroom: • Mobile

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Social Media:

Driving conversation, confidence

Photo credit: BlogHer ‘11

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The enduring hot-button parenting issues

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Next three most important issues by sample:

Source: BlogHer Mom Study 2012

BlogHer Percent

Breastfeeding 52%

Spanking 44%

School issues 42%

Gen Pop Percent

School issues 62%

Spanking 60%

Bed time issues 43%

#1 issue with 65% of both samples: Working Moms vs. Stay at Home Moms

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BlogHer Moms Heat-Up the Parent Discussions Online

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Source: eMoms 2012, a BlogHer Inc. study; “How do online discussions effect issues; Heat up, Cool Down, Offer

Advice, Offer Diverse Opinions” ; General Online Population, N = 433

Heats it Up Cools it Down Offers Advice Offers Diverse Opinions

Stay at home vs. working moms ✔ ✔

Breast feeding ✔

Spanking

School Issues ✔ ✔

Helicopter Parents ✔

Bedtime issues ✔ Kids gone wild in public ✔

Traditional vs. non-

traditional families ✔

TOTAL U.S. ONLINE POP ✔ = #1 response

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Parenting advice and information from blogs builds the most confidence

Brand Image/Logo

Source: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?”

Blogs

81%

57%

60%

51%

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

41%

19%

26%

18%

15%

12% 13%

27%

5%

9%

What Helps Build Parenting Skills?

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Blogs build the most confidence for moms across all ethnicities

Brand Image/Logo

Source: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?”, Combined

Sample, N = 1102

African American

Asian Latino White

Blogs 57% 85% 67% 74%

Facebook 52% 73% 56% 57%

Twitter 24% 44% 34% 34%

YouTube 30% 38% 27% 15%

Pinterest 15% 31% 21% 24%

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Parenting blog advice leads to action

Source: eMoms 2012, a BlogHer Inc. study

BLOGHER SAMPLE TOTAL U.S. ONLINE POP

Read a book

Forwarded post to friend

Purchased food product

Watched TV show

78% 63%

44% 75%

64%

53% 54%

56%

Purchased toy

50% 45%

Purchased baby product

48% 48%

Actions Based on Mom Blog Recommendations

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Tell us about a time you used parenting advice from a Blog or Social Network

Brand Image/Logo

Source: eMoms 2012, a BlogHer Inc study; “Tell us about a time when you used advice or recommendations from

a parenting blog”

What the Moms said in their own words….

“I looked at other

single moms blogs

for advice on how

they raise their

sons to be happy

and healthy and

strong young men

with good

character”

“I have often

turned to social

media for help

in supporting my

son, who has

ADHD and ASD.

I have used

many different

blogs as a

springboard for

discussions of

specific

behavioral

issues.”

“At a

gathering,

discussing an

issue, referred

to a parenting

blog, gave the

web address,

and talked

about the

perspective”

“I look up

blogs on how

to save

money to

give tips to

other

families”

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