BabyCentre UK Media Mum Report

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

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

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  • 1. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 2012 UK Media Mum June 2012
  • 2. © BabyCenter LLC. Confidential. All rights reserved. #21CMum • Guided discussions on BabyCentre around media usage • Social listening among the 1MM mums in our community • Media and mobile “day in the life” diaries Social Listening Methodology In-depth surveys 660+ Respondents • 21st Century Media Mum Survey • 664 pregnant women or mums in the UK with children up to 7-years- old • Additional insights on global Media Mum available for the US, Canada, India, Brazil, Germany, Australia and Russia Behavioural & Secondary • comScore behavioural data • Industry statistics on media usage from eMarketer and the Ofcom Communications Market Report
  • 3. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Use butterfly image Transformation of motherhood
  • 4. © BabyCenter LLC. Confidential. All rights reserved. #21CMumSource: BabyCentre 21st century Mum™ Insights Series 2010, Many Faces of Mum Report. Everything changes for Mum 40 minutes of daily exercise replaced by 40 minutes of laundry Her priorities change Design is now the 6th most important criteria for clothing – it used to be 1st Her preferences change 63% have less in common with their non- mum friends Her social circles change
  • 5. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Q: Before & after becoming a mum, how much time do/did you spend on average per day doing these activities? Mum spends her time differently Source: BabyCentre 21st Century Mum™ Insights Series 2010, Many Faces of Mum Report. Now ThenWorking Quality time with spouse Socialising with friends Sleeping Personal hobbies TV Exercising Laundry Cooking Cleaning the house Getting children ready in the morning Childrens’ activities Putting your children to bed Feeding your children +2.9 hours +2.5 +1.1 +0.9 +0.5 +0.4 +0.3 -0.4 -0.6 -0.8 -0.8 -1.1 -1.2 -4.3 The Facts: Over 8+ hours spent on parenting tasks
  • 6. © BabyCenter LLC. Confidential. All rights reserved. #21CMum NOWTHEN RUSHED GUILTY STRESSED +186% +39% +121% RELAXED FUN ENERGETIC Source: BabyCentre 21st Century Mum™ Insights Series, Shopping Rituals UK, 2011. Q: Which of these words describes the way you feel when shopping? + GENERAL POPULATIONMUMS VS Even simple activities are altered
  • 7. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Becoming a Mum is the catalyst for social media in a woman’s life Dating, 13% Finding first job, 21% Getting Married, 54% Moving, 37% Pregnancy and birth, 94% Raising your children, 79% Changing careers, 28% Q: What life events triggered you to seek out information from and share opinions with others online?
  • 8. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Understanding the UK Media Mum What tools is she using to empower her new life? What and who influences the choices she makes? What captures her attention?
  • 9. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 1 Meet the 21st Century Media Mum 2 Digital is essential in her life 3 Her path to purchase has evolved 4 Media mum is changing the rules for marketers Agenda
  • 10. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Meet the 21st Century Media Mum
  • 11. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 8% 5% 20% 20% 45% 31% 28% 55% 52% 36% 27% 15% 13% 13% © BabyCentre LLC. Confidential. All rights reserved.© BabyCentre LLC. Confidential. All rights reserved. #21CMum Motherhood impacts media usage Q: Which of these are you using more or less, since becoming a mum? More Less Mobile Source: BabyCentre 21st Century Mum™ Insights Series 2010, Many Faces of Mum Report.
  • 12. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mum is an early adopter of devices Laptop Smartphone Digital Camera PVR or Sky Plus MP3 player Gaming console Tablet Internet TV device Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012. 86% 72% 59% 38% 35% 32% 18% 12% Q: Which of the following devices do you personally own or use on a monthly basis? Fast Facts Nearly three-quarters of mums own a smartphone
  • 13. © BabyCenter LLC. Confidential. All rights reserved. #21CMum MEDIA HABITS • Facetime on iPad to stay in touch with family • iPhone for photos • iPad as sous chef and personal shopper Meet the Family Media Manager Fiona – The Technophile
  • 14. © BabyCenter LLC. Confidential. All rights reserved. #21CMum -48% -42% -39% -30% 45% 59% 84% 19% 25% 90% Mum’s media behaviours are disrupted Live TV Magazines Newspaper Radio Stream content to TV Video online Internet from laptop/PC Recorded TV Smartphone Tablet/ eReader T r a d i t i o n a l D i g i t a l Q: Compared with 3 years ago, which of these are you using more or less? (Among device owners) Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012. Disruptors
  • 15. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Half won’t live without their smartphone Source: BabyCentre 21st Century Mum™ Insights Series, UK Media Mum Report, 2012. Q: What is the one device you could not live without, and why? Having access to the internet, maps, etc., whilst on the move is invaluable to me. -BabyCentre Mum Smartphone 50% Laptop/ Netbook, 25% Desktop computer, 5% None of these, 15% Other, 6% Because it’s a phone, Internet, TV and camera all in one device. -BabyCentre Mum
  • 16. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 53% 51% 45% 45% 19% Flexibility & format is driving this media shift I’m now more connected to friends and family, work, and/or the world around me I can now choose from a wider range of devices for entertainment and information I have more control over what media I watch and when I watch it I need to be able to use my media whenever I have free time, on the go, wherever I am I enjoy the content I find online or via streaming more than what I find on regular TV or cable Q: Which of the following reasons describe why your media habits may have changed in the past 3 years? Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012.
  • 17. © BabyCenter LLC. Confidential. All rights reserved. #21CMum MEDIA HABITS • YouTube app to amuse daughter • Catches up on favourite TV shows on her iPhone • iPhone as baby book Jen – The Memory Keeper Meet the Family Media Manager
  • 18. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Moms still watch TV, but usage is forever altered Fast Facts: 67% say because they have less time, media time is much more focused Q: You said that you are watching less TV since becoming a parent. When, if ever, will return to your pre-parenting viewing habits? 7% 15% 25% 53% When my youngest child turns two When my youngest child starts school When my youngest child grows up and leaves home Never Source: BabyCentre 21st Century Mum™ Insights Series, UK Media Mum Report, 2012. I have to say my media consumption has plummeted since becoming a mummy. I watch far less TV and never watch films any more. I do use Internet media quite a bit. -BabyCentre Mum
  • 19. © BabyCenter LLC. Confidential. All rights reserved. #21CMum TV 3.3 Online — Computer 2.4 Radio 0.9 Magazines 0.1Newspapers 0.1 More devices = more time spent with media Average Daily Time with Media Q: In a typical day, how many hours do you spend with the following media? Hours Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012. Offline Tablet/eReader 0.1 Online — Smartphone 1.4 Online — Tablet/eReader 0.2 Fast Facts 22% increase in media time when mobile devices are factored in
  • 20. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Average time with media Own a smartphone Own Smartphone as well as Tablet or Internet TV +1.9 hrs +0.6 hrs Q: In a typical day, how many hours do you spend with the following media? 8.6 hours Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012. Average Daily Time with Media More devices = more time spent with media
  • 21. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Digital is Essential in Her Life
  • 22. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums live their lives online Online data source: comScore Key Measures Report, UK, April 2012. Online population compared to women age 15 to 44 with 1+ children in the household. I rely on the Internet for the weather, news, movie times, communication among friends, media and shopping. -BabyCentre Mum Mums Gen. Pop. 34 hours 46 hours Monthly hours 35% more time online
  • 23. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 0% 10% 20% 30% 40% 50% 60% 70% 5am to 8am 8am to 11am 11am to 1pm 1pm to 4pm 4pm to 6pm 6pm to 9pm 9pm to Midnight Midnight to 5am Q: In a typical day, when do you use the following media? …All day long For Mum, prime-time is digital… Source: BabyCentre 21st Century Mum™ Insights Series, UK Media Mum Report, 2012. Evening peak Evening peak Prime-time all day long Prime-time all day long Live TV Recorded TV Smartphone Internet from PC
  • 24. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 9 8 7 6 5 4 3 2 1 AVERAGEMINUTES Day in the life: Mobile Media Mum Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012. Fast Facts: Top Mum App Categories Social Networking Weather Games Search Maps Video Vouchers/Deals Health & Fitness
  • 25. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums have many sources of support Friends/family/ other parents you know in real life Other parents on parenting social media Search engines Expert advice on parenting websites Other parents on mainstream social media Apps TV Books Radio Magazines Newspapers Mum blog sites Online videos (e.g., YouTube) 11% 11% 12% 12% 14% 21% 26% 26% 47% 48% 54% 65% 73% Q: How often do you use the following for parenting-related information? (daily or weekly) Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012.
  • 26. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums are social super-heroes 81% 73% 61% 48% 39% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Use social media regularly Use Facebook daily Like brands on Facebook Use parenting community daily Use Google+ daily Use Twitter daily Fast Facts: Mums are 47% more likely to use social media than the gen. pop. Facebook is the window to the outside world for stay-at- home mums. With the first child, it's your connection to friends, the broader outside world. -BabyCentre Mum Q: Do you use social media regularly? Source: BabyCentre 21st Century Mum™ Insights Series, UK Media Mum Report, 2012. eMarketer.
  • 27. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Creating new social behaviours Q: How has the way you use social media/community sites changed since becoming a parent? 34% 48% 58% 68% 69% They are useful to share information about new products or activities for my children They are my main lifeline to stay connected with friends and family They are useful to learn about new products or activities for my children I like to get perspective from other parents with children the same age as mine I enjoy sharing about my children on social media (e.g., fun pictures, milestones, special occasions) Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012.
  • 28. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Every moment matters Mum multitasks to maximise her media time 64% 64% 55% 50% 31% 0% 10% 20% 30% 40% 50% 60% 70% Use social media Talk to someone else 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) Fast Facts: Two-thirds use social media while watching TV Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012.
  • 29. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Her Path to Purchase Has Evolved
  • 30. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Online is key throughout the purchase process OnlineRetail storesTraditional media Mobile phone Q: Imagine you are going to buy a new product. How would use each of these resources throughout the shopping process? Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% AWARENESS PURCHASECONSIDERATION Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find VOUCHERS or deals Decide WHERE to buy
  • 31. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Reliance on mobile is increasing dramatically Q: In the past month, which of the following activities have you done using your smartphone? 79% 48% 48% 27% 38% 33% 86% 53% 50% 46% 45% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Used a search engine Looked for local stores Watched an online video clip Purchased something Shopped online Used shopping apps Jul-11 May-12 +9% +10% +4% +70% +18% +21% Source: BabyCentre 21st Century Mum™ Insights Series, Mobile Mum, July 2011 and UK Media Mum Report, May 2012.
  • 32. © BabyCenter LLC. Confidential. All rights reserved. #21CMum There's also an app you can use to scan bar codes. I scan the groceries at home and you can find where to get them the cheapest. -BabyCentre Mum Mobile is her shopping sidekick Fast Facts: 2 in 5 have used shopping apps on their smartphone in the past 30 days 46% 40% 26% 16% 10% 0% 10% 20% 30% 40% 50% Purchased something Used shopping apps Looked up prices online while shopping at the store Scanned a QR code Scanned product barcode for price comparison Q: Which of the following have you done in past 30 days with your smartphone or tablet? Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012.
  • 33. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Media Mum is Changing the Rules for Marketers
  • 34. © BabyCenter LLC. Confidential. All rights reserved. #21CMum ONLINE +35% more time online than general population. TELEVISION 59% watch more recorded TV than 3 years ago; 12% have an Internet TV device. MOBILE +70% increase YoY in using her smartphone to make purchases. SOCIAL 81% of mums use social media regularly; two-thirds use social media while watching TV. Her media choices demand attention Source: BabyCentre 21st Century Mum™ Insights Series, UK Media Mum Report, 2012.
  • 35. © BabyCenter LLC. Confidential. All rights reserved. #21CMum How do you engage with Mum 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 optimise 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 behaviours?
  • 36. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mum is noticing brands in new ways Online on my mobile phone Newspaper Online on PC Magazine Email offers TV 13% 15% 31% 32% 40% 55% 0% 10% 20% 30% 40% 50% 60% Q: Of all the places you see ads, where do you feel you most often take the time to look at ads? Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012.
  • 37. © BabyCenter LLC. Confidential. All rights reserved. #21CMum She expects more from advertising Relates to my lifestyle/personality Has a voucher or offer Is funny Includes a contribution to a charitable organisation 65% 56% 42% 10% Q: I am more likely to pay attention to an ad that… Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012.
  • 38. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Messaging to Media MumSpotlight
  • 39. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Spotlight Messaging to Media Mum
  • 40. © BabyCenter LLC. Confidential. All rights reserved. #21CMum She also expects more from brands 13% 22% 25% 27% 28% 40% 43% 43% 50% 80% Supports organisations that are important to me Environmentally conscious Products that use natural/wholesome ingredients Recommended by experts Understands what matters to me as a parent Recommended by other parents High quality customer service Products that simplify my life Matches my lifestyle/personality Good value Q: What are the most important characteristics of brands that speak to you? Source: BabyCentre 21st Century Mum™ Insights Series, UK Media Mum Report, 2012.
  • 41. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Spotlight Messaging to Media Mum
  • 42. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 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 Be there for her – wherever she is Community Access to millions of mums sharing the same experience Mobile Optimised to support her busy life Jun 27 2012 Remarkably right: Meeting her needs at every stage of the journey
  • 43. © BabyCenter LLC. Confidential. All rights reserved. #21CMum New Rules for Marketing to Media Mum Understand the transformation of motherhood and how it changes a woman’s media habits 1 2 3 4 Anticipate her new needs, behaviours and how to reach her when she needs you Map her media journey, embrace the disrupters and engage her where she is most receptive Turn insights into action and be always on… because she is
  • 44. © 2012 BabyCenter LLC. Confidential. All rights reserved. Questions? Please contact us. Email bcsolutions@babycentre.co.uk Marketing Manager first.last@babycenter.com (XXX) XXX-XXXX