BabyCenter 2013 Canada Social Mom Report

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Today’s moms are a powerful economic force, driving trends and making – or breaking – brands. BabyCenter reveals how they use social media, why and most importantly, how their new shopping patterns …

Today’s moms are a powerful economic force, driving trends and making – or breaking – brands. BabyCenter reveals how they use social media, why and most importantly, how their new shopping patterns create powerful opportunities for smart marketers to connect.

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  • 1. © BabyCenter LLC. Confidential. All rights reserved. #21CMom June 2013 2013 Canada Report
  • 2. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Methodology In-depth Survey 1,250+ Respondents • Canadian moms compared to general online population • French & English • 858 expectant women or moms with kids up to 8 years old (average age 32) • 402 other online adults, weighted (average age 43) Behavioural & Secondary • eCommerce: Passively tracked online spending • Behavioural data • Moms 18-34 compared to Internet users age 18+ Qualitative Research • Social media diaries • 8 new and expectant moms • Recruited across Canada from the BabyCenter Community
  • 3. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Agenda 1 Mom is a social leader 2 Social powers her life 3 Different social for different needs 4 The most social consumer you’ll meet 5 Marketing to Social Mom
  • 4. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Source: BabyCenter 21st Century Mom® Insights Series, 2013 Social Mum Report, April 2013. comScore desktop Canada data, W18- 34 with children compared to Internet population age 18+, April 2013.. Moms lead social usage 76% 88% % reach 6.9 10.7 Monthly hours per visitor W18–34 with kidsGen pop +16% +55% I can catch up on friends lives even when I don’t have time to email or call them. BabyCenter Mom
  • 5. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 74% 19% 18% 24% 14% 13% 9% 84% 32% 32% 29% 23% 13% 11% YouTube Instagram Tumblr Twitter Pinterest Google+ Buzzfeed Source: BabyCenter 21st Century Mom® Insights Series, 2013 Social Mum Report, April 2013. comScore desktop Canada data, W18-34 with children compared to Internet population age 18+, April 2013.. Moms lead across major platforms W18–34 with kidsGen Pop +68% +72% +21% +64%+14% Twitter is great to get breaking news on all types of topics quickly. It enables me to interact with celebrities and it’s a great way to pass time. I am addicted to Pinterest!!! I've found so many cute DIY ideas for the baby's room. BabyCenter Mom BabyCenter Mom % reach +0% +20%
  • 6. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Media Moms are early adopters Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013. * Note: Compared to 21st Century Mom Insights Series Canadian Media Mom, June 2012. Q: Do you have any of the following devices or services? Smartphone Laptop Gaming Console Tablet PC PVR or TiVO Streaming TV Subscription Internet TV Device Gen Pop Moms Fast Facts YOY device ownership: Smartphone +40% Gaming console +49% Tablet +96% 78% 68% 32% 41% 33% 23% 16% 83% 81% 52% 45% 33% 36% 25% +6% +20% +63% +9% +0% +57% +56%
  • 7. © BabyCenter LLC. Confidential. All rights reserved. #21CMom -4 -3 -2 -1 0 1 2 3 4 Cooking Cleaning the house Doing laundry Getting your children ready in the morning Putting your children to bed Kids activities Feeding your children Playing with children Mom prioritizes her time differently Exercising Television Sleeping Hobbies Socializing with friends Working outside the home Spending quality time with spouse/partner Q: On average, how many hours in an average weekday do you currently spend doing each of the following activities? Fast Facts +9 hours of parenting time added Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 887 Canadian women age 18+ with at least one child under 18 years old. More Hours Less Hours
  • 8. © BabyCenter LLC. Confidential. All rights reserved. #21CMom You don’t have anything in common with them anymore. They do not want to hear you talk about your pregnancy or diaper changing, and you don’t want to go out drinking and partying anymore. It’s OK. It just happens. — BabyCenter Mom ‘‘ ’’ Her social behaviours change dramatically 58% have less in common with non-mom friends, starting in pregnancy 79% say their new mom friends are very important to them 62% use parenting social media for brand & product recommendations
  • 9. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Social powers her life
  • 10. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Social media makes life better Connection 46% are communicating more through social media and emailing less often Discovery 60% more likely to say social helps her get information quickly Sharing 93% share family milestones on Facebook Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 11. © BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013. Fueling health and wellness Gen Pop Moms Q: Which of the following have you done using social media, related to health, fitness or personal goals? Commented on someone else’s achievement or goal Joined a group Used a social health tool Post about achievements Posted a picture Make others more aware of my goals so they can support me +85% +181% +86% +53% +45% +9% 27% 16% 14% 15% 11% 11% 50% 45% 26% 23% 16% 12%
  • 12. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Redefining the TV experience Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 13. © BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013. It even comes before coffee 71% 34% 32% 82% 66% 55% Email Facebook Text messages Q: Which of these do you check first in the morning? +15% +95% +71% Gen Pop Moms Facebook is the first thing I check in the morning and the last thing I do at night! I’m definitely addicted. BabyCenter Mom
  • 14. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mobile & Social: 1+1=3 Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013. Q: How often do you visit each of these types of sites or apps on your smartphone or tablet? (Weekly or more often) Gen Pop Moms +18% +21% +347% -21% Facebook Twitter Pinterest Parenting communities Fast Facts 2.5x more likely to prefer checking social media on her smartphone 75% 45% 77% 11% 89% 54% 61% 51%
  • 15. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Trend Watch Interestgraph – Fun and Informative Go to Foodily.com - BEST recipe site EVER :) BabyCenter Mom KiddieKapers
  • 16. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Different social for different needs
  • 17. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Social networks mirror real-life connections Neighbourhood Mother’s Group High School Family University
  • 18. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Neighbourhood High School Family University Shared interests drive deeper connections Books Food Tennis Travel March 2013 Birth Club Mother’s Group
  • 19. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Twitter Pinterest BabyCenter Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013. Facebook is for socializing & sharing Q: Which of these sites or types of sites do you use for each activity? Sharing photos or video Sharing family milestones, photos, events Socializing Fast Facts 3.2B likes and comments on Facebook daily 300MM photos uploaded daily
  • 20. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Twitter is for following news, brands, celebrities Q: What’s the best thing about Twitter? Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 21. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Twitter Pinterest BabyCenter Parenting social media is for support & information Health or medical advice Product recommendations Support from those in similar situations Getting answers Q: Which of these sites or types of sites do you use for each activity? My least favourite thing about being pregnant with twins; buying a new car! BabyCenter Mom Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 22. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Parenting communities are about advice, shared experiences, Q&A Q: What’s the best thing about parenting communities (e.g., BabyCenter Community, CafeMom)? Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 23. © BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Talk Tracker™, June 2013. Her conversations reflect endless choices along the journey 0 50 100 150 200 250 300 350 400 Conversations about Diapers US Canada INDEX We use Baby Dry at night and Cruisers during the day. They both work great for us. SoySarah Swaddlers all the way...I swear by them. I have used them on all 3 of my kids. It’s the only one I can rely on not to leak! Mommie1026
  • 24. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 0 200 400 600 800 1,000 1,200 -39 -36 -33 -30 -27 -24 -21 -18 -15 -12 -9 -6 -3 0 3 6 9 12 15 18 21 24 27 30 33 36 39 42 45 48 51 Index Source: BabyCenter 21st Century Mom® Talk Tracker™, June 2013. INDEX Preparing for the baby Pinterest inspires Mom Week of pregnancy or her child’s first year
  • 25. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Social Trend Watch Visual and Creative Sharing Chief Memory Officer meets Mobile Mom Just sent a snapchat of cheese sticks and Nutella to my friends with the caption Judge Me LOL BabyCenter Mom Cass7e
  • 26. © BabyCenter LLC. Confidential. All rights reserved. #21CMom The most social consumer you’ll meet
  • 27. © BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insight Series Canadian Media Mom, September 2012. Social & online influence purchases Mobile phoneRetail storesTraditional media Social Media 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 use each of these resources throughout the shopping process? 33% 20% 22% 33% 32% 22%33% 30% 46% 53% 19% 30% 13% 14% 21% 20% 14% 14% 71% 76% 78% 77% 62% 61% 46% 43% 23% 19% 20% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Online NET
  • 28. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013. comScore eCommerce data. Percent of Canadian women 18 to 34 with children and women 18-49 w/ child, High Social Networkers buying online, defined as top 20% of social networking moms 18-49 by time spent, compared to Canadian Internet users age 18+. The more social she is, the more she buys Index % of moms making an online purchase compared to general population Mom buys more online vs. general population 100 112 139 General Population Moms 18-34 Top 20% of Moms 18- 34 in Social Media Index: Transactions per buyer
  • 29. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Social Mom is well connected Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013. Q: Approximately how many people do you follow or are you connected to on each of these sites? (among users) 42% 23% 23% 67% 23% 30% 100+ Facebook friends 100+ Twitter followers 50+ Pinterest connections Gen Pop Moms +58% +28%0% Fast Facts 55% of BabyCenter Community members visit a Birth Club each month
  • 30. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 91% 3% 21% 44% Common interests expand her network Q: For each of these sites, what types of people are you connected to? (among moms) People with whom I have a common interest, but haven’t met in personFriends/Family Fast Facts 64% share information with the BabyCenter Community that they would prefer not to share on Facebook Extended network Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 31. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Social media drives purchasing 64% 54% 45% 38% 28% 24% 21% A mom recommended it on a parenting site A brand posted a coupon or other offer on a social network A friend liked or posted about the brand on a social network The brand posted information on a social network You saw a picture on Pinterest You saw a sponsored ad on a social network You saw someone following the brand on a social network Q: Have ever bought something because... Fast Facts Posts from a friend are 18% more influential than posts from a brand Posts from another mom are 68% more influential than posts from a brand Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 32. © BabyCenter LLC. Confidential. All rights reserved. #21CMom For everything from food to clothing Q: What have you bought as a result of seeing something posted or advertised in social media? Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 33. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Trend Watch Social Commerce I love WANELO! That's my favorite app ever! Everyone should have that app! I know all you girls will love it! BabyCenter Mom ItsKourtneyy!
  • 34. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Marketing to Social Mom
  • 35. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Social 93% access social networking sites monthly TELEVISION 44% of users read a newsfeed on Twitter while watching a show TABLET +96% growth YOY ownership among moms MOBILE Mom is 2.5x more likely to prefer checking social media on her smartphone Social mom demands attention Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 36. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Marketers are engaging her
  • 37. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Brands must understand Mom’s mindset Q: On which of the following social media do you do the following? Share a coupon/offer Like/Follow a friend or brand Research products During pregnancy I tried to be very careful what I put on my skin. So I chose a brand I thought was semi safe (Origins). Just curious what the gorgeous gals on this board are using?? BabyCenter Mom Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 38. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Spotlight Messaging to Social Mom with offers
  • 39. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She expects to save and learn from brands Q: Why do you like or follow brands on social media? Gen Pop Moms +24%Coupons, discounts Find out about new products early on Have bought or use the brand Got recall information Currently shopping for this brand’s product Endorse the brand to others +67% +182% +53% +23% +70% 59% 35% 21% 11% 15% 10% 73% 43% 35% 31% 23% 17% Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 40. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Spotlight Messaging to Social Mom
  • 41. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She shares when she cares Q: Which are you most likely to do on social media in response to charitable causes? Gen Pop Moms Like a company supporting it Share/Repost/Retweet a comment about it 41% 25% 53% 42% Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
  • 42. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Spotlight Messaging to Social Mom
  • 43. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She expects social solutions Are you enabling her to post, pin, share and connect around your brand? Her influence is growing How can you move from engaging mom, to inspiring her to advocate? Her life is transformed Do you anticipate her new needs, priorities and preferences? Social powers her life Are you reaching her in her channels and platforms of choice? She’s listening, how do you talk to her when…
  • 44. © BabyCenter LLC. Confidential. All rights reserved. #21CMom New rules for marketing to Social Mom Recognize she’s different, and so are her needs; how and what you talk about matters 1 2 3 4 Create a give-and-take relationship based on what she finds valuable Listen to her. Act on what she says; if she asks a question, answer it – every time Talk to her about things that have nothing to do with you Support her busy life, don’t make demands, nurture her journey5
  • 45. © 2013 BabyCenter LLC. Confidential. All rights reserved. Questions? We’d love to hear from you. Email ca_bcsolutions@babycenter.com Marketing Manager first.last@babycenter.com (XXX) XXX-XXXX