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Mom Study 2013: Media Consumption

Date post:05-Sep-2014
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BuzzMG talked to Moms across the nation to gain some insight into their media consumption habits and preferences.
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  • Mom Study 2013Media Consumption03.15.13

Mom Study 2013: Media ConsumptionWho was Involved? Composed based on data from 01.01.2013 03.08.2013 943 ParticipantsThe Mom Study 2013 is based on7,000 Panelistsqualitative and quantitative research and 100% Femalewas conducted with more than 900momSpotters throughout the UnitedStates during the months of January,February, and March of 2013.This report is Survey elded onlineavailable for download atwww.buzzmg.com/reports. Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12% Mom Study 2013: Media ConsumptionLocationTX CA 4% 10% Rest of the USA 27% NY 12% FL NJ 4% 5% IL NC 12% 4% GA PA MI 6% 7% 5% OH Mom Study 2013: Media ConsumptionCommunity Rural 12% City 35% Suburbs 53% Mom Study 2013: Media ConsumptionEthnicity Hispanic Mixed 2% African 10% American 14% Asian American 4% Caucasian 70% Mom Study 2013: Media Consumption Marital StatusDivorced DaSng 9% 1% In a Single 9% relaSonship 12% Married 69% Mom Study 2013: Media ConsumptionMasters Education Doctorate Degree 1% 12% High school Diploma 31% Bachelors Degree 36% Associates Degree 20% Mom Study 2013: Media ConsumptionEmployment 50% 24% 16% 4% 4% 2% employed employed unemployed employed employed a fullSme full-Sme part-Sme part-Sme full-Sme homemaker from home from home Mom Study 2013: Media ConsumptionHousehold Income 45% 30% 15% 5% 1% 1% 3% Less than $8,000 - $33,000- $82,000 - $170,000 - More than I dont $8,000 $33,000 $82,000 $170,000 $370,000 $370,000 want to specify Mom Study 2013: Media Consumption Number of Children 37% 25% 22% 9% 3% 3% One Two Three Four Five Six Mom Study 2013: Media Consumption Age of Children 54% 57% 43% 23% 21% 11% Infant: 0-12 Toddler: 1-2 Child: 3-7 Tween:8-12 Teen:13-19 Young Months yrs Adults: 20-30 Mom Study 2013: Media ConsumptionChildrens Residence90% 4% 2% 4% With me full Sme With me the With me part of Outside of my majority of the the Sme home, Sme independently Mom Study 2013: Media Consumption Which online communities do our Moms frequent? Mom Study 2013: Media Consumption Do our Moms blog?83% 17% Yes No Mom Study 2013: Media Consumption Where do they publish their content?67% 32% 18% 6% Facebook/Facebook Youtube Tumblr Twiaer Notes Mom Study 2013: Media Consumption How often do they use Facebook? 64% 18% 8% 5% 5% MulSple Smes a Daily A few Smes a A few Smes a Never day week month Mom Study 2013: Media Consumption Are they seeking out their favorite brands on Facebook? 72% 28% Yes No Mom Study 2013: Media Consumption How often do they watch television?Weekly Monthly 7% 2% Daily 91% Mom Study 2013: Media Consumption How often do they watch movies? Never 4% Daily 22% Monthly 28% Weekly 46% Mom Study 2013: Media Consumption How often do they use the Internet?Weekly Monthly 2% 1% Daily 97% Mom Study 2013: Media Consumption How often do they read magazines? Never 5% Monthly Daily 18% 32% Weekly 45% Mom Study 2013: Media Consumption How often do they read books?Never 4% Monthly 17% Daily 44% Weekly 35% Mom Study 2013: Media Consumption How often do they read newspapers?Never Monthly 11% 9% Daily 42% Weekly 38% 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? Mobile Device 25% Online 10% Print 65% Mom Study 2013: Media Consumption How do they usually read magazines? Mobile Device 9% Online 18% Print 73% Mom Study 2013: Media Consumption How do they usually read newspapers?Mobile Device 10% Online Print 36% 54% Mom Study 2013: Media ConsumptionHow do they usually watchtelevision?Mobile Computer Device 7% 7% TradiSonal Screen 86% Mom Study 2013: Media Consumption How do they usually watch movies? Mobile Device 8% Computer 14% TradiSonal Screen 78% Mom Study 2013: Media Consumption Are they watching user- generated content and shopping hauls or how-to videos?53% 70% User-Generated Shopping HaulsContent & How-To Videos 30% 47% Yes No Yes No Mom Study 2013: Media Consumption Do these videos inuence their purchasing decision?No 41% Yes 59% Mom Study 2013: Media Consumption Would they be more likely to purchase something if they saw it in one of these videos?No 34% Yes 66% Mom Study 2013: Media Consumption Key FindingsThough technology is becoming an increasinglyTodays Moms are present on a variety ofinuential part of life, the majority of moms stillonline communities and are activelyread print versions of books (65%), magazinesparticipating in those communities, as 82% of(73%), newspapers (54%), and watch televisionsurvey respondents use Facebook daily, andon a traditional screen (86%). 17% take time to blog and publish their content on different social media sites. 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. Contact UsBuzz Marketing Group 1515 Market St. Suite 1810Philadelphia, PA 19102 215.399.5679www.buzzmg.com

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