The Remarkably Right™ way to reach the st Century Mom™ · social mom 44% use social media for...

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The Remarkably Right™ way to reach the 21st Century Mom™

Videos &

Photos

Pregnancy,

baby, toddler,

etc.

Social Media

Rapidly growing audience

Blogs

MOMformation and

FAMEbaby, Mocha

Mama, etc.

Twitter

Follow us at @BabyCenterMom and

@MomInsights

Mobile

Applications

BabyCenter Booty

Caller

Voice Portal

Baby Tips

Knowledge

Global website of industry leading

editorial content

Reaching and

engaging more than

8MM unduplicated

moms in the US each

month, across multiple

touch points.Facebook

Reaching her across

multiple community

environments

Tools

Baby name finder, height

predictor, kids activities, etc.

Email

Personal and

targeted connection

to mom

Multicultural

Hispanic and African

American

21st Century Mom Panel

Largest mom panel in US

Insights Study Highlights

Learn more by contacting:

Suzanne Skop

(646) 487-6380, x203

[email protected]




The Web’s #1 global interactive parenting brand

Unparalleled Reach

BabyCenter reaches 78% of new and expecting moms online every year! That’s 16MM

new and expectant moms across 21 markets worldwide; and more than 8MM in the U.S.

Deeply Loyal Audience

73% of BabyCenter moms return every week for trusted advice and friendship.

Word-of-Mouth Marketers

77% of our moms share the information they find on BabyCenter with others. 1 in 3 have

recommended a brand or product to a friend after seeing it advertised on BabyCenter.

Industry Leadership

Featured expert on all top business and consumer outlets including Advertising Age’s

March 2008 “Digital A-List,” NBC’s “Today” show and ABC’s “Good Morning America.”

Our 21stCentury Mom™ Panel is the largest proprietary U.S. panel of 85K engaged

moms and moms-to-be, managed by Socratic.

Editorial teams culturally embedded across 21 countries.

Trusted advice and expert information from Medical Advisory Boards in all 21 markets.

BabyCenter connects marketers with moms via multiple touch points

Email: More than an email, an emotional connection; BabyCenter’s personalized

email newsletter for many moms is the “home page” of BabyCenter and how they

begin their connection.

Website/Knowledge: Our U.S. website alone reaches 6.5MM – that’s more

people in a month than there are births in the U.S. a year!

Community: Based on what mom wants from social media and developed from

knowledge gleaned from over a decade of supporting the motherhood journey.

Blogs: Influential parenting blogs including Momformation named “Most

Authoritative Blog in the parenting space” by Technorati.

BabyCenter Delivers

Sources: ComScore Media Metrics, June 2009; Internal Data, July 2009



Methodology

• 21st Century Mom™ tracking study conducted with NovaQuant. 1st wave 2006, 2nd wave

completed in May 2009.

• 18 in-depth surveys between January & June 2009, capturing the thoughts and opinions of over

25,000 moms on the BabyCenter 21st Century Mom™ Panel and website.

• Seeded conversations on the BabyCenter Community leading to hundreds of comments and

discussions, giving direct qualitative access to mom.

• Mined conversations in active areas of the BabyCenter Community.

• Supplemented where appropriate with insights from comScore, Nielsen, Mediamark, eMarketer,

CDC & other government sources.

social mom44% use social media for

WOM recommendations on

brands & products to buy.

media mom10.7 additional hours of

parenting cuts into her

media usage.

beauty mom68% reevaluated their beauty

routine when they became mothers.

mealtime mom90% eat dinner as a family several

times weekly.

eco momAfter becoming a parent,

moms are 89% more likely to

say environmental impact is an

important purchase criteria.

dr. mom84% say the Internet has made

them more informed about

children’s health issues.

empowered momShe is 70% more likely to say

its easier to take time off to

have a family and then return

to have a successful career.

becoming a momA new mother is born every

7 seconds in the U.S.

Hispanic mom1 in 4 U.S. births are to a

Hispanic woman.

gadget mom91% of moms never leave the

house without their cell phone.



73%62%

72%

44%

63%

51%

Did you change your purchase criteria?

Did you change the brands you purchase?

Becoming a MomHaving a baby triggers a series of purchasesThe products that index high along the journey to motherhood:

First Trimester Second Trimester Third Trimester 0-6 Months 6-12 Months

Nursery Big Ticket Sharing Planning

(572)

(525)

(364)

(354)(482)

(307)

(236)

(324) (198)

(228)

(194)(174)

(675) (523) (253)(589)

Not just cribs and bottles… Having a baby

changes her purchase criteria for everything from

apparel to autosO

vera

ll

Ap

pa

rel

Cle

an

ing

Ap

pa

rel

Cle

an

ing

Ove

rall

Have you changed your purchase

criteria or the brands you buy,

since becoming a mom? Q

How BabyCenter leads the charge:

Motherhood is a transformative moment. BabyCenter reaches 8MM new and

expecting moms online monthly in the U.S. who are receptive to marketing

messages..

BabyCenter offers a variety of tools designed to help moms across multiple life

stages. Some of our most popular tools include the BabyNamer,

Due Date Calculator and the Ovulation Calculator.

Sources: BabyCenter’s 21st Century Mom™ Report, July 2009



Social MomSocial media is mass media

for all moms

QDo you use social media

regularly?Q

Not all social sites are created equal Shared experience.

72% trust posts from those

with similar experiences.

Anonymity.

71% of BabyCenter members

share info they wouldn’t

share on Facebook.

Content rich.

140 characters aren’t enough

to share and learn..

Which of these social sites do you use for

each activity?Q


BabyCenter moms are highly engaged in our Community with well over 16.4MM

comments , almost 2.95MM conversations and over 963K photos uploaded and

growing daily.

71% of our info-seeking moms want companies to interact with them in the

BabyCenter Community.

Sources: BabyCenter’s 21st Century Mom™ Report, July 2009; BabyCenter Voice of Moms Survey, Dec 2008;

Internal Data, July 2009

11%

63%

21%

66%

6%

60%

2006 2009

Moms Overall

Millennial Moms

GenX Moms



Media Mom

41%

7%

46%

9%

34%

4%

Before After

TVInternetMagazines

From mealtime to snacktimeDo you regularly give each of these

mediums your sole focus?Q

Marketers lose 3 media hours a day when she becomes a mom.


BabyCenter content is viral. 77% of our moms share the information they find on

BabyCenter with others. On average, our audience shares information found on our site

with 4 other people.

BabyCenter is followed by and maintains an extensive and ever-growing fan base

on both Twitter and Facebook.

39% say their time online is

often the most peaceful part

of their day.

Before: Entertainment is

moms’ #1 priority.

After: Quick, efficient Q&A

is her goal.

Naptime is the new primetimeWhen do you use each medium?Q

Sources: BabyCenter’s 21st Century Mom™ Report, July 2009; Internal Data, July 2009



Beauty Mom

How BabyCenter Leads the Charge:

Women are 97% of BabyCenter’s audience. Together, they are transitioning

through the single biggest inflection point in their beauty routine. Reach them when

they are reconsidering everything from lotions to cosmetics.

BabyCenter’s “For You” content and the BabyCenter Community offer compelling

ways to reach women when they are thinking about how to incorporate beauty into

their rapidly changing lives.

Her beauty time has been nearly halved,

causing her to change her goals

How many minutes per day do you spend on

your beauty/personal care routine?Q:

41.7

24.5

Before After

-41%

Before, 44% said their beauty routine was

like a 5 course meal. After, 83% “beauty

snack”.

81% say their personal care/beauty style is

all about being naturally beautiful, now.

In turn with a focus on natural beauty, the

percent who avoid synthetic ingredients in

personal care products is up 44% since

2006.



Hispanic Mom

What does this mean for you?

BabyCenter Español engages over half a million Hispanic moms monthly. Hispanic

moms turn to us because our content is not just in Spanish, its specifically written

for them.

U.S. Hispanic Moms: On the rise & going online

0.0

1.0

2.0

3.0

4.0

19

89

19

90

19

91

19

92

19

93

19

94

19

95

19

96

19

97

19

98

19

99

20

00

20

01

20

02

20

03

20

04

20

05

20

06

Millions

Hispanic Non-Hispanic

Number of US Births

- 3%

1MM

Hispanic Moms are spending

18% more time online

compared to 3 years ago.

48% of Hispanics use the

Internet; up 45% since 2002.

+ 95%

1 in 4 U.S. births are to a

Hispanic woman.

Online Hispanic Moms are avid shoppers for their families

30%

more likely to say they

“LOVE TO SHOP”.

73%

say they don’t feel they’re

overspending or wasting money when

they shop for their kids.

39%

more likely to say brand names are

very important when it comes to skin

care products for her children.



Mealtime Mom


87% of BabyCenter moms go online to find recipes and mealtime solutions.

BabyCenter’s Food & Recipes tool arms mom with a variety of kid-friendly

expert and community recipes.

67% see dinner as the most

challenging meal of the

day.

Mom takes the lead in the kitchen

81% started looking for different

kinds of foods and recipes

when they became a

mom.

77% turn to the Internet for

recipes. It’s #1 source –

higher even than

cookbooks!

60%want a tool giving them

recipes with kid ratings & 66%

want stage-based recipes.

Moms turn to the Internet for recipes

75% of meals today are still

prepared by moms.

80% use cooking short-cuts

like pre-packaged

foods.

Sources: BabyCenter’s 21st Century Mom™ Report, July 2009; Voice of Moms Survey, Jan 2008



Dr. Mom

She starts with information from experts

Expert advice is the #1 reason Moms come to BabyCenter.


BabyCenter’s stage targeted Symptom Guides are a first stop for Dr. Mom.

BabyCenter delivers vital content moms are looking for. Our “Is It Safe?” and

“Is It Normal?” guides are a must-read for every mom and mom-to-be.

BabyCenter offers an extensive library of expert answers moms are looking

for, and mom-to-mom wisdom with community answers to keep her family

healthy.

Then taps into the wisdom of other moms for

a second opinion

What topics would you pay attention to in

an online community?QChildren’s health info 91%

Childhood development tips 79%

Children’s product reviews 72%

Parenting advice 59%

Recipes 57%

Seasonal topics (e.g. holidays) 30%

84% say the Internet has

made them more informed

about children’s health

issues.

82% would go online for a

second opinion.

When DD had her first fever, I

was able to look up prior posts of

other moms who had gone

through that, what their LO's

symptoms were, and what their

doctors recommended.

BabyCenter Mom

Gina




Eco MomIt’s not about the polar bears, it’s about her polar bear.

Saving the planet starts

at home

92%

41%

Concern for my child(ren)

Concern for the Earth

Which of these most inspires your

interest in being more eco-friendly?Q


BabyCenter’s Green Living section includes editorial like how to protect

your baby from toxins during your pregnancy, and safe shampoos for your

kids, for eco-minded moms.

BabyCenter moms are meeting, chatting, and swapping tips on green living

topics all across the BabyCenter Community.

17%

54%

30%

A. Brand gives 5% of proceeds to an environmental cause

B. Brand gives 5% of proceeds to a children's cause

C. Less expensive brand that doesn’t give back

If you had to choose between these

three brands, which would you pick?Q




Gadget Mom

CMO: Chief Memory Officer


BabyCenter Booty Caller gives mom the fertility tips she’s looking for when trying

to conceive. BabyCenter is there to help every step of the way.

BabyCenter’s new iPhone/iTouch app, PhonyPhone™ is an engaging new

experience mom is guaranteed to have with her at all times.

How do you record & share family memories?Q

Digital cameras:

• 93% own one

• 36% never leave the

house without it

• 32% game on a Wii

• 24% game on a

Playstation

• 24% play PC games

51% go online with their

children.

At first it made me

laugh, but I signed up

anyway... Needless

to say, it WORKED!

Thanks!

BabyCenter

PhonyPhone™

BabyCenter

Booty Caller

55% let their kids play with

their cell phone.

56% are interested in being

able to turn their cell phone

into a child’s play phone.

BabyCenter Mom

LgHrnSaraMommy to Grace 10/10/07




Power Mom


BabyCenter understands Power Moms are busy and on-the-go. We keep

them up o date and informed with Top News Stories and award winnings

blogs.

Saving money is top-of-mind for Power Mom and BabyCenter accommodates

this with our Deals, Deals, Deals! Including our Free Stuff Great Deals and

Bargain Hunters Community Group.

80% of moms today feel they

have more power & control

over their lives

1 in 5plan to off-ramp & then

reenter the workforce later

50% of working moms have

already sought out

workplace flexibility, to

help care for their family.

The 21st Century Mom™ is empowered & choosing balance




Insights Study Highlights

Learn more by contacting:

Suzanne Skop

(646) 487-6380, x203

[email protected]


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The Remarkably Right™ way to reach the st Century Mom™ · social mom 44% use social media for...

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