Mom Study 2013 Media Consumption

03.15.13

Who was Involved?

The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the months of January, February, and March of 2013. This report is available for download at www.buzzmg.com/reports.

Composed based on data from 01.01.2013 – 03.08.2013

943 Participants 7,000 Panelists

100% Female

Survey fielded online

Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12%

Mom Study 2013: Media Consumption

Location CA  10%  

TX  4%  

NY  12%  

FL  4%  

IL  12%  

PA  7%  

OH  4%  

GA  6%  MI  

5%  

NC  4%  

NJ  5%  

Rest  of  the  USA  27%  

Mom Study 2013: Media Consumption

Mom Study 2013: Media Consumption

Community

City  35%  

Suburbs  53%  

Rural  12%  

Ethnicity African  American  

14%   Asian  American  

4%  

Caucasian  70%  

Hispanic  10%  

Mixed  2%  

Mom Study 2013: Media Consumption

Marital Status

Single  9%  

DaSng  1%   In  a  

relaSonship  12%  

Married  69%  

Divorced  9%  

Mom Study 2013: Media Consumption

Education

High  school  Diploma  31%  

Associates  Degree  20%  

Bachelors  Degree  36%  

Masters  Degree  12%  

Doctorate  1%  

Mom Study 2013: Media Consumption

Employment

employed  full-­‐Sme  

employed  part-­‐Sme  

unemployed   employed  part-­‐Sme  from  home  

employed  full-­‐Sme  

from  home  

a  fullSme  homemaker  

50%  

16%  

4%   4%   2%  

24%  

Mom Study 2013: Media Consumption

Household Income

Less  than  $8,000  

$8,000  -­‐  $33,000  

$33,000-­‐  $82,000  

$82,000  -­‐  $170,000  

$170,000  -­‐  $370,000  

More  than  $370,000  

I  don't  want  to  specify  

1%  

15%  

45%  

30%  

5%  1%   3%  

Mom Study 2013: Media Consumption

Number of Children

One   Two   Three   Four   Five   Six  

25%  

37%  

22%  

9%  

3%   3%  

Mom Study 2013: Media Consumption

Infant:  0-­‐12  Months  

Toddler:  1-­‐2  yrs  

Child:  3-­‐7   Tween:8-­‐12   Teen:13-­‐19   Young  Adults:  20-­‐30  

11%  

23%  

54%   57%  

43%  

21%  

Age of Children

Mom Study 2013: Media Consumption

Children’s Residence

With  me  full  Sme   With  me  the  majority  of  the  

Sme  

With  me  part  of  the  Sme  

Outside  of  my  home,  

independently  

90%  

4%   2%   4%  

Mom Study 2013: Media Consumption

Which online communities do our Moms frequent?

Mom Study 2013: Media Consumption

Do our Moms blog?

Yes   No  

17%  

83%  

Mom Study 2013: Media Consumption

Where do they publish their content?

Facebook/Facebook  Notes  

Youtube   Tumblr   Twiaer  

67%  

18%  

6%  

32%  

Mom Study 2013: Media Consumption

How often do they use Facebook?

MulSple  Smes  a  day  

Daily   A  few  Smes  a  week  

A  few  Smes  a  month  

Never  

64%  

18%  

8%   5%   5%  

Mom Study 2013: Media Consumption

Are they seeking out their favorite brands on Facebook?

Yes   No  

72%  

28%  

Mom Study 2013: Media Consumption

How often do they watch television?

Daily  91%  

Weekly  7%  

Monthly  2%  

Mom Study 2013: Media Consumption

How often do they watch movies?

Daily  22%  

Weekly  46%  

Monthly  28%  

Never  4%  

Mom Study 2013: Media Consumption

How often do they use the Internet?

Daily  97%  

Weekly  2%  

Monthly  1%  

Mom Study 2013: Media Consumption

How often do they read magazines?

Daily  32%  

Weekly  45%  

Monthly  18%  

Never  5%  

Mom Study 2013: Media Consumption

How often do they read books?

Daily  44%  

Weekly  35%  

Monthly  17%  

Never  4%  

Mom Study 2013: Media Consumption

How often do they read newspapers?

Daily  42%  

Weekly  38%  

Monthly  9%  

Never  11%  

Mom Study 2013: Media Consumption

Media in order of importance to our Moms:

#1 Internet

#2 Television

#3 Magazines

#4 Books

#5 Movies

#6 Newspapers

Mom Study 2013: Media Consumption

How do they usually read books?

Print  65%  

Online  10%  

Mobile  Device  25%  

Mom Study 2013: Media Consumption

How do they usually read magazines?

Print  73%  

Online  18%  

Mobile  Device  9%  

Mom Study 2013: Media Consumption

How do they usually read newspapers?

Print  54%  

Online  36%  

Mobile  Device  10%  

Mom Study 2013: Media Consumption

How do they usually watch television?

TradiSonal  Screen  86%  

Computer  7%  

Mobile  Device  7%  

Mom Study 2013: Media Consumption

How do they usually watch movies?

TradiSonal  Screen  78%  

Computer  14%  

Mobile  Device  8%  

Mom Study 2013: Media Consumption

Are they watching user-generated content and shopping hauls or how-to videos?

Yes   No  

47%  

53%  

User-Generated Content

Yes   No  

70%  

30%  

Shopping Hauls & How-To Videos

Mom Study 2013: Media Consumption

Do these videos influence their purchasing decision?

Yes  59%  

No  41%  

Mom Study 2013: Media Consumption

Would they be more likely to purchase something if they saw it in one of these videos?

Yes  66%  

No  34%  

Mom Study 2013: Media Consumption

Key Findings

Our moms are interacting with their preferred brands as 72% of survey respondents actively seek out their favorite brands on social media sites, such as Facebook.

Today’s Moms are present on a variety of online communities and are actively participating in those communities, as 82% of survey respondents use Facebook daily, and 17% take time to blog and publish their content on different social media sites.

Though technology is becoming an increasingly influential part of life, the majority of moms still read print versions of books (65%), magazines (73%), newspapers (54%), and watch television on a traditional screen (86%).

Mom Study 2013: Media Consumption

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