BabyCenter American Media Mom Report

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With so much more to do, and less time to do it, moms are blending traditional and digital media in surprising new ways. Meet Media Mom: always-on, in control and changing the rules for marketers.

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BabyCenter American Media Mom Report

  1. 1. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 2012 American Media Mom April 2012
  2. 2. © BabyCenter LLC. Confidential. All rights reserved. #21CMom In-depth surveys 2,500 Respondents • 21st Century Media Mom Survey of moms vs. general online population • 1,100+ expectant women or moms with kids up to 7 years old • 1,400+ other online adults Methodology In-Home Research • 35 new & expectant moms participated • Chicago & SF Bay Area • Media journal for 3 days, followed by in-home friendship group with 2 to 3 friends Behavioral & Secondary • Nielsen three-screen media analysis – Television – Online – Mobile • BabyCenter Moms compared to adults 18+
  3. 3. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Use butterfly image Transformation of motherhood
  4. 4. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Everything changes for Mom 93% of Moms manage the health and well-being of their entire family Her priorities change Design is now the 6th most important criteria for apparel – it used to be 1st Her brand preferences change 58% have less in common with their non- mom friends Her social circles change
  5. 5. © BabyCenter LLC. Confidential. All rights reserved. #21CMom +3.0 hours +1.5 +1.1 +1.0 +0.6 +0.6 +.05 –0.5 –1.3 –1.8 –1.9 –2.0 Fast Facts 15 hours of parenting time added Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 716 US women age 18+ with at least one child under 18 years old. She spends her time differently Q: Before & after becoming a mom, how many hours in an average weekday do you currently spend doing each of the following activities? -2.7 -2.3 -1.6 -1.5 -1.5 -1.1 -0.9 0.5 0.5 0.8 1.3 1.7 1.8 2.9 -3 -2 -1 0 1 2 3 Cooking Cleaning the house Doing Laundry Getting your children ready in the morning Putting your children to bed Kids activities Feeding your children Change in # of hours
  6. 6. © BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insight Series – October 2011 It’s a dramatic change in mindset NOWTHEN SOCIAL RELAXED FUN IMPULSIVE OVERWHELMING STRESSFUL DEAL-DRIVEN +67% +88% +158% +43% Q: Which of these words describes the way you feel when shopping? RUSHED
  7. 7. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Understanding the American Media Mom What tools is she using to empower her new life? What influences the choices she makes? What captures her attention?
  8. 8. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 1 Meet the 21st Century Media Mom 2 Digital is Essential in Her Life 3 Media Mom is in Control 4 Her Path to the Register has Evolved 5 Media Mom is Changing the Rules for Marketers Agenda ©2012 BabyCenter LLC. Confidential. All rights reserved.
  9. 9. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Meet the 21st Century Media Mom
  10. 10. © BabyCenter LLC. Confidential. All rights reserved. #21CMom© BabyCenter LLC. Confidential. All rights reserved.© BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insight Series October 2011 Motherhood impacts media usage 19% 19% 32% 10% 2% 12% 7% 49% 29% 21% 25% 46% 42% 36% Q: Which of these are you using more or less since becoming a mom? More Less
  11. 11. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is an early adopter of devices Laptop Digital Camera Smartphone TiVo or DVR Gaming console Tablet Internet TV device Moms Gen. Pop. +14% +21% +38% +12% +7% +26% +38% Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. 80% 74% 65% 47% 44% 29% 22% 70% 61% 47% 42% 41% 23% 16% Q: Which of the following devices do you personally own or use on a monthly basis?
  12. 12. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Eagerly awaiting the next i-Device The Technophile Kristy Unplugged but always on The Cable Rejector Lora On the move, but always connected The Mobile Master Mary Lives life in 140 characters or less The “Social”-ite Sarah Meet the Family Media Managers
  13. 13. © BabyCenter LLC. Confidential. All rights reserved. #21CMom MEDIA HABITS • Sleeps with iPhone next to bed • Pinterest addict • Watches TV recorded on DVR Got email about sales on kids stuff at Gap + free shipping – I flag to look at later – I love free shipping. Kristy – The TechnophileFamily Media Manager
  14. 14. © BabyCenter LLC. Confidential. All rights reserved. #21CMom -60% -40% -20% 0% 20% 40% 60% 80% 100% Mom’s media behaviors are disrupted -36% -68% -31% -61% Live TV Newspaper Magazines Radio Stream content to TV Video online Recorded TV Internet from laptop/PC Smartphone Tablet/ eReader +12% +37% +29% +2% +66% +56% Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. Moms Gen. Pop. Q: Compared with 3 years ago, which of these are you using more or less? (Among device owners) Traditional Digital
  15. 15. © BabyCenter LLC. Confidential. All rights reserved. #21CMom More devices = more media time Average Daily Time with Media Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. Q: In a typical day, how many hours do you spend with the following media? TV 2.9 Online (any device) 5.6 Radio 1.1 Tablet/eReader 0.8 Newspapers 0.2 Hours Magazines 0.3
  16. 16. © BabyCenter LLC. Confidential. All rights reserved. #21CMom More devices = more media time Average Daily Time with Media Average time with media Own a smartphone Own a tablet Own an Internet TV device Own smartphone & Internet TV Own smartphone, tablet & Internet TV Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. +7.4 hrs Q: In a typical day, how many hours do you spend with the following media? +4.6 hrs +3.3 hrs +1.4 hrs +0.5 hrs TV 2.9 Hours 10.9 hrs
  17. 17. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Digital is Essential in Her Life
  18. 18. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms live their lives online Online Data - NetView; October 2011 Fast Facts Moms spend 63% more time streaming online than the general online population I rely on the Internet for the weather, news, movie times, communication among friends, media and shopping. -BabyCenter Mom Moms Gen. Pop. 33 hours 66 hours Monthly hours 2x time online
  19. 19. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Fast Facts Top sites (unique users) female w/ kids under 3 Google Facebook Yahoo YouTube MSN Amazon Blogspot Walmart Target Netflix 0 1 2 3 4 5 6 7 8 9 10 6-9am 9am-noon 12-2pm 2-5pm 5-8pm 8-11pm 11pm-6am Monthly online hours by daypart (weekday) …All day long For Mom, prime-time is online… Moms Gen. Pop. Online Data - NetView; October 2011 As a Stay-at-Home Mom I can’t survive without the Internet and my laptop. I freak out if I can’t get online. -BabyCenter Mom
  20. 20. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is finding new ways to get support Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. Friends/family/other parents you know in real life Search engines Expert advice on parenting websites Other parents on parenting social media Other parents on mainstream social media Apps TV Mom blog sites Online videos 17% 24% 24% 26% 49% 53% 53% 54% 76% Q: How often do you use the following for parenting-related information? (Daily or Weekly) Digital Non-Digital
  21. 21. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms are social super-heroes 80% 60% 52% 55% 53% 32% Use social media regularly “Like” brands on Facebook Have over 200 friends on Facebook Fast Facts Moms spend 2X time on Facebook monthly compared to gen. pop. Facebook is the window to the outside world for stay- at-home moms. With the first child, it's your connection to friends, the broader outside world. -BabyCenter Mom Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. Moms Gen. Pop. Q: Do you use social media regularly? Please describe how much you use each of the following: +45% +13% +63%
  22. 22. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mobile gives Mom super powers 86% 61% 53% 30% 23% 71% 46% 34% 20% 15% Moms Gen. Pop. Q: What do you do with your mobile device? +21% +34% +55% +53% +58% Texting Mobile internet Social media Mobile banking Mobile shopping Source: Nielsen Mobile Insights, Q4 2011
  23. 23. © BabyCenter LLC. Confidential. All rights reserved. #21CMom MEDIA HABITS • Can’t live without her phone • Skypes her husband during the day • Reads Fit Pregnancy magazine Mary – The Mobile MasterFamily Media Manager I’ll be on my laptop and watching TV and I hate to say this, but I’m also watching YouTube
  24. 24. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Fast Facts Top Mom apps (women w/ kids 0-4) Facebook Google Maps Weather Channel Angry Birds YouTube Pandora Words w/ Friends Bejeweled Twitter Chase Mobile Day in the life: Mobile Media Mom
  25. 25. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Media Mom is in Control
  26. 26. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Traditional media still plays a role NetView; October 2011 TV Data - National People Meter Panel, Oct. 2011 (Pulled from NPOWER) 158 161 10.4 8.1 Monthly hours with TV Magazine subscriptions I used to get People, Us Weekly…Now the most I read is when I'm in the checkout line at Target. Now I go to People.com to see what weird names the celebrities gave their babies! Fast Facts 17% of Mom’s time with television is time shifted (142 index) Moms Gen. Pop.
  27. 27. © BabyCenter LLC. Confidential. All rights reserved. #21CMom But she’s getting it on her own terms Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. On live TV On DVDs Recorded on TiVo or a DVR Streamed to a laptop or PC Streamed to a TV Streamed to a tablet Streamed to a phone -9% +30% +24% +27% +94% +60% +100% 60% 61% 46% 28% 33% 8% 8% 66% 47% 37% 22% 17% 5% 4% Moms Gen. Pop. Fast Facts 29% of Moms with tablets watched a TV show on their tablet (112 index) Q: There are many ways of watching movies, TV shows and other videos. How do you watch?
  28. 28. © BabyCenter LLC. Confidential. All rights reserved. #21CMom We got rid of cable a year and a half ago. I can still watch my shows through Hulu Plus. MEDIA HABITS • “Go-to” online researcher • Listens to NPR for news • Scans bar codes on wine bottles • Used meetup to meet other moms Family Media Manager Lora – The Cable Rejector
  29. 29. © BabyCenter LLC. Confidential. All rights reserved. #21CMom More likely to be engaged in other activities while watching TV Mom is maximizing her media time Fast Facts More than twice as likely to use social media or text someone while watching TV Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. 49% 49% 41% 41% 23% 28% 23% 27% 17% 16% Moms Gen. Pop. Talk to someone else Use social media Go online on tablet or mobile phone Text someone Talk on the phone Q: When you are watching movies, TV, or other video, how often do you also do the following? (always/often) +75% +113% +52% +141% +44%
  30. 30. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 49% 46% 47% 45% 21% 39% 30% 30% 24% 15% Her life requires flexibility I can now choose from a wider range of media devices I have more control over what media I watch and when I watch it I’m now more connected to friends and family I need media whenever I have free time, on the go, from any location I’m accessing opinions from other people online about products and services Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. Moms Gen. Pop. +26% +53% +57% +88% +40% Q: Which of the following reasons describe why your media habits may have changed in the past 3 years?
  31. 31. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Spotlight Media tradeoffs VS
  32. 32. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Her Path to the Register Has Evolved
  33. 33. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 58% 42% 31% 29% Word of Mouth (In person recommendation) Parenting/Mom website Social Networking Online Reviews She still relies on recommendations 68% 47% 36% 64% We have this blog in Oak Park – it has all the wants and needs for moms in the neighborhood. It’s awesome! -BabyCenter Mom Fast Facts Moms spend 60% more time on Blogs than general online population. Q: Imagine you are going to buy a new product. How would use each of these resources throughout the shopping process? Product ideas Product recommendations
  34. 34. © BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insight Series Online is critical in the purchase process 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Traditional media Retail Stores Online Mobile Phone AWARENESS PURCHASECONSIDERATION Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find COUPONS or deals Decide WHERE to buy Q: Imagine you are going to buy a new product. How would you use each of these resources throughout the shopping process? Retail Stores Mobile Phone Online Traditional Media 80% 84% 85% 84% 76% 67% 57% 24% 18% 24% 44% 19% 45% 22% 52% 58% 19% 26% 36% 33% 37% 45% 31% 30%
  35. 35. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 10 20 30 40 50 Source: BabyCenter 21st Century Mom® Insight Series Reliance on mobile is increasing dramatically AWARENESS PURCHASECONSIDERATION Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find COUPONS or deals Decide WHERE to buy Q3 2011 20% 17% 16% 22% 28% 21% Q1 2012 36% 33% 37% 45% 31% 30% Q: Imagine you are going to buy a new product. How would use your mobile phone throughout the shopping process?
  36. 36. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Spotlight Mobile simplifies her life Scanning bar codes is empowering people to know what things really cost and what the markups are…I can scan a bottle of wine at a restaurant and find out I can buy it for $15. — Lora, Chicago
  37. 37. © BabyCenter LLC. Confidential. All rights reserved. #21CMom +41% +36% +10% +80% There’s also an app, ShopSavvy, you can use to scan bar codes. I scan the box of diapers at home and you can find where to get them the cheapest. -BabyCenter Mom Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. Mobile as shopping sidekick Fast Facts: 1 in 5 have scanned a product barcode for price comparisons in the past 30 days (110 index) 41% 38% 22% 9% 29% 28% 20% 5% Moms Gen. Pop. Looked up prices online while shopping at the store Purchased something Scanned product barcode for price comparison in past 30 days I regularly scan QR codes with my smartphone/tablet Q: Which of the following have you done in past 30 days with your smartphone or tablet?
  38. 38. © BabyCenter LLC. Confidential. All rights reserved. #21CMom MEDIA HABITS • Addicted to Amazon Price Checker • 100 friends follow her tweets • Listens to spotify • Has YouTube channel to entertain her son My day begins on my phone. I’ll check Twitter, see what my friends are tweeting about, then head onto Facebook. Sarah – The “Social”-iteFamily Media Manager
  39. 39. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Media Mom is Changing the Rules for Marketers
  40. 40. © BabyCenter LLC. Confidential. All rights reserved. #21CMom ONLINE Mom spends twice as much time online as the gen. pop. TELEVISION 42% more of her time with television is time-shifted, compared to gen. pop. MOBILE Mom is 50% more likely to shop or bank on her mobile phone. SOCIAL 80% of moms use social media regularly; over half use social media on their mobile device. Her media choices demand attention
  41. 41. © BabyCenter LLC. Confidential. All rights reserved. #21CMom How do you engage with her when… Everything has changed for her Priorities, preferences, social circles – how does your brand fit and support her new life? New solutions are a must Digital solutions make it easier than ever for her to optimize her time, money, and media – how is your brand empowering her? There is no “regularly scheduled programming” You are competing for her attention – how are you breaking through? She is plugged in Scanners, comparative shopping, social networks, reviews, WOM – how are you fitting into her new shopping behaviors?
  42. 42. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Some brands are doing it well 44% of moms say parental controls factor into technology purchasing decisions; a 4x increase. Verizon 67% of women will buy a new car to accommodate their growing family. Chrysler Source: BabyCenter 21st Century Mom® Insights Series, June 2010 Given the choice, 50% of moms would shop exclusively online. Target
  43. 43. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms expect more from advertising Has a coupon or offer Relates to my lifestyle/personality Is funny Includes a contribution to a charitable organization +20% +68% +14% +117% Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. 72% 62% 41% 13% 60% 37% 36% 6% Moms Gen. Pop. Q: I am more likely to pay attention to an ad that…
  44. 44. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Messaging to Media MomSpotlight
  45. 45. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Spotlight Messaging to Media Mom
  46. 46. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She also expects more from brands Good Value Products that simplify my life Recommended by friends Products use natural/wholesome ingredients Environmentally conscious Recommended by experts Supports organizations that are important to me Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. 11% 19% 21% 24% 26% 41% 72% 15% 24% 25% 29% 42% 45% 61% Moms Gen. Pop. -15% +10% +62% +21% +19% +26% +36% Q: What are the most important characteristics of brands that speak to you?
  47. 47. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Spotlight Messaging to Media Mom
  48. 48. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Email Timed to her exact stage & mind-set Content Written by award- winning editors; reviewed by medical experts Video Original content on pregnancy, birth & parenting Social Where ever she is Community Access to thousands of women going through the same thing – at the same time Mobile Optimized to support her busy life Meeting her needs at every stage of the journey Remarkably right. Now. Apr 19 2012
  49. 49. © BabyCenter LLC. Confidential. All rights reserved. #21CMom The new rules for marketing to Media Mom Understand the transformation of motherhood and how it changes women’s media habits 1 2 3 4 Anticipate her new needs, behaviors and how to reach her when she needs you Map her media journey, embrace the disruptors and engage her where she is most receptive Turn insights into action and be always on…because she is
  50. 50. © 2011 BabyCenter LLC. Confidential. All rights reserved. Questions? We’d love to hear from you. Email solutions@babycenter.com Marketing Manager first.last@babycenter.com (XXX) XXX-XXXX

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