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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