O u r a n n u a l r e p o r t r e v e a l s t h e t r u t h a b o u t M o m s : t h e y a r e c o n n e c t e d , i n s p i r i n g , i n n o v a t i v e , a n d p h i l a n t h r o p i c .

Buzz on Moms

Report Year Review

The

11.0

7000 momSpotters®

female 100% 70

00

Par tic ipa n ts

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7,000 members of our momSpotter® network participated in these studies.

This network is used as a resource for ethnographies, focus groups, personal

interviews, immersion experiences, surveys, and polls.

Overall, this panel is composed of trend in!uencers and represent all of the

“tribes” we have identi"ed, which include: independents, preppies, techies and

alternatives.

Launched 01.01.

12

10 surveys

Fielded online

Closed 12.01.12

Who was Involved?

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84% of our Moms make the purchasing decisions in their h ouseh o lds when it comes to food, and they take that role very seriously. Our Moms are loyal to their favorite brands but are also looking for the best value every time they step foot into a supermarket or open a newspaper. With a little bit of planning, our Moms are able to consistently stock their refrigerators and cabinets with great products at great prices.

Food Shopping

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Our Moms are very active online. Alth ough, only 24% of our Moms are venturing into the blogosphere, 94% of them are active on many social networking sites. However, they are not just using these sites as a way of keeping in touch with their ch ildren, they are connecting with each other and their favorites brands too.

Media consumption

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62% of our Moms are looking for value and safety more than anyth ing else. 77% of them are using websites like Groupon

and Living Social to easily find discounts on anyth ing and everyth ing. Alth ough their tech skills are evolving, 78% still keep a pair of scissors close by to cut coupons out of their daily papers.

Wherever they can find great deals is where you will find our Moms.

Meet the maver

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94% of our Moms take at least one family vacation each year and we learned just h ow much planning goes into th ose trips. Considering the fact that our Moms are all about saving, 76% start to plan their trips at least three months in advance, juggling work and sch oo l schedules in the process. When price incentives are not enough to sway them one way or the other, 59% of our Moms look to family and friends to offer advice, and 50% go online to read reviews from other Moms like them.

Meet the traveler

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74% of our Moms have adapted to new tech nologies for one main reason, functionality. 85% of our Moms own both a cell ph one and laptop. 50% are even using their mobile devices to compare prices wh ile sh opping in stores. They are finding more sales with today’s tech nology, and as a result they are saving more time and money.

Meet the mobile mom

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Alth ough our Moms are usually influenced by sales and promotions, when it comes to back to sch oo l sh opping 97% said their ch ildren influence their purchases more. 91% of our Moms actually sh op with their ch ildren and listen to what they have to say. Quality is just as important as price for sch oo l supplies and our Moms look for direction from the experts themselves, their kids.

Back-to-school

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Our Moms seek out specific brands just like anybody else and they also rely on them to deliver. 73% of our Moms selected Target as their preferred brand and store, noting the balance between quality and affordable prices. 76% of our Moms said they were also seeking out their

favorite brands online and connecting with them on social networking sites.

brands

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Our Moms are not influenced by celebrities nearly as much as our Millennials. However, 56% said they were influenced by celebrities when purchasing beauty supplies and cloth ing. 75% also said they were influenced by celebrities when donating to charities or charitable causes. Only 25% our of Moms are heavily influenced by blogs and magazines.

celebrities

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Our Moms are very involved in politics and 76% still identify with political parties unlike their ch ildren. 65% tend to get their information from traditional sources like television and radio as opposed to the internet. However, like our Millennials, 74% believe the economy is the biggest problem facing the country and they are not optimistic about th ings turning around. 69% said they are expecting and preparing for tougher times ahead.

Presidential election

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Our Moms will be out in full force th is h o liday season. 77% of our Moms planned to start sh opping before black Friday and only 25% planned to spend less money than last year because of the crisis. 76% said they would sh op as many times as they needed to, in order to get everyth ing on their lists, and 73% will be looking for more sales th is year. 89% of our Moms will be using coupons th is year, up 11% from last year.

Holiday spending

Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com

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