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© BabyCenter LLC. Confidential. All rights reserved. #21CMom
2012 Canada Media Mom
December 20
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Use butterfly image
Transformation
of motherhood
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Personal hobbies
Sleeping
Quality time with spouse
Socializing with friends
Feeding your children
Putting your children to bed
Kids activities
Getting children ready in the morning
Cleaning the house
Laundry
Cooking
Exercising
+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
Over 8+ hours of
parenting time added
After Before
Source: BabyCenter 21st Century Mom® Insight Series – June 2009
Mom spends her time differently
Q: Before & after becoming a mom, how much time do/did you spend
on average per day doing these activities?
© 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
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Mom is an early adopter of devices
Laptop
Digital Camera
Smartphone
MP3 player
TiVo or DVR
Gaming console
Tablet
Internet TV
device
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012.
80%
74%
58%
45%
37%
35%
23%
17%
Q: Which of the following devices do you personally own or use on a
monthly basis?
Fast Facts
1 in 4 moms own a
tablet
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
-48% -44% -42%
-36%
18%
34%
39% 40%
79% 80%
Mom’s media behaviors are
disrupted
Live TV Magazines Newspaper Radio
Stream
content to TV
Video
online
Internet
from
laptop/PC
Recorded
TV
Smartphone Tablet/
eReader
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012;
.
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)
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
More devices = more time spent
with media
Average Daily Time with Media
Average time with media Own a smartphone Own Smartphone as well
as Tablet or Internet TV
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012.
+2.8 hrs
+1.2 hrs
Q: In a typical day, how many hours do you spend with the following
media?
8.1 hours
TV 2.6
Online
(any
device)
4.4
Radio 0.8
Magazines 0.1Newspapers 0.1
Hours
Tablet/eReader 0.1
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Moms are finding new ways to get
support
Source: BabyCenter 21st Century Mom® Insights Series, Canada 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
Books
TV
Mom blog sites
Online videos
Apps 15%
16%
17%
19%
28%
37%
56%
59%
65%
77%
Q: How often do you use the following for parenting-related
information? (Daily or Weekly)
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Moms are social super-heroes
79%
59%
Use social
media regularly
Like brands on
Facebook
Fast Facts:
62% of online Canadians
use social networks
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, Canada Media Mom Report, April 2012.
Q: Do you use social media regularly? Please describe how much you
use each of the following.
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Mom is maximizing her media time
More likely to be engaged in other activities while watching TV
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012.
48%
43%
40%
34%
22%
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:
Half use social media
while watching TV
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
57%
47%
45%
41%
28%
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
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012.
Q: Which of the following reasons describe why your media habits
may have changed in the past 3 years?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Online is key throughout purchase
process
OnlineRetail storesTraditional media Mobile phone
AWARENESS PURCHASECONSIDERATION
Get product
IDEAS
Get product/brand
RECOMMENDATIONS
Compare
FEATURES
Compare
PRICES
Find COUPONS
or deals
Decide
WHERE to buy
10
20
30
40
50
60
70
80
90%
Q: Imagine you are going to buy a new product. How would use each
of these resources throughout the shopping process?
Source: BabyCenter 21st Century Mom® Insight Series
Traditional Media
33%
20%
22%
32%
33%
22%
Traditional Media
33%
20%
22%
32%
33%
22%
Retail Stores
33% 30%
46%
53%
19%
30%
Retail Stores
33% 30%
46%
53%
19%
30%
Online
71%
76% 78% 77%
62% 61%
Mobile Phone
13% 14%
14%14%
20%
21%
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
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
Mobile is her shopping sidekick
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012.
Fast Facts:
1 in 5 have used shopping
apps on their smartphone
in the past 30 days
30%
26%
21%
8%
Looked up prices
online while
shopping
at the store
Purchased
something
Used shopping
apps
Scanned product
barcode
for price
comparison
Q: Which of the following have you done in past 30 days with your
smartphone or tablet?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Mom is noticing brands in
new ways
Online on my
mobile phone
Newspaper Email offers Magazine Online on
Computer
TV
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012.
6%
29%
31%
39% 39%
44%
Q: Of all the places you see ads, where do you feel you most often
take the time to look at ads?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
She expects more from advertising
Relates to my
lifestyle/personality
Has a coupon or offer
Is funny
Includes a contribution to a
charitable organization
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012.
64%
57%
39%
15%
Q: I am more likely to pay attention to an ad that…
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
She also expects more from brands
Good Value
Recommended by friends
Products that simplify my life
Environmentally conscious
Products use natural/wholesome
ingredients
Recommended by experts
Supports organizations that are
important to me
Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012.
25%
37%
47%
49%
51%
59%
81%
Q: What are the most important characteristics of brands that
speak to you?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
How do you engage with Mom 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?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
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
© 2011 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
© 2011 BabyCenter LLC. Confidential. All rights reserved.

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BabyCenter Canada Media Mom Report

  • 1. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 2012 Canada Media Mom December 20
  • 2. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Use butterfly image Transformation of motherhood
  • 3. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Personal hobbies Sleeping Quality time with spouse Socializing with friends Feeding your children Putting your children to bed Kids activities Getting children ready in the morning Cleaning the house Laundry Cooking Exercising +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 Over 8+ hours of parenting time added After Before Source: BabyCenter 21st Century Mom® Insight Series – June 2009 Mom spends her time differently Q: Before & after becoming a mom, how much time do/did you spend on average per day doing these activities?
  • 4. © 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
  • 5. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is an early adopter of devices Laptop Digital Camera Smartphone MP3 player TiVo or DVR Gaming console Tablet Internet TV device Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 80% 74% 58% 45% 37% 35% 23% 17% Q: Which of the following devices do you personally own or use on a monthly basis? Fast Facts 1 in 4 moms own a tablet
  • 6. © BabyCenter LLC. Confidential. All rights reserved. #21CMom -48% -44% -42% -36% 18% 34% 39% 40% 79% 80% Mom’s media behaviors are disrupted Live TV Magazines Newspaper Radio Stream content to TV Video online Internet from laptop/PC Recorded TV Smartphone Tablet/ eReader Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012; . 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)
  • 7. © BabyCenter LLC. Confidential. All rights reserved. #21CMom More devices = more time spent with media Average Daily Time with Media Average time with media Own a smartphone Own Smartphone as well as Tablet or Internet TV Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. +2.8 hrs +1.2 hrs Q: In a typical day, how many hours do you spend with the following media? 8.1 hours TV 2.6 Online (any device) 4.4 Radio 0.8 Magazines 0.1Newspapers 0.1 Hours Tablet/eReader 0.1
  • 8. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms are finding new ways to get support Source: BabyCenter 21st Century Mom® Insights Series, Canada 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 Books TV Mom blog sites Online videos Apps 15% 16% 17% 19% 28% 37% 56% 59% 65% 77% Q: How often do you use the following for parenting-related information? (Daily or Weekly)
  • 9. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms are social super-heroes 79% 59% Use social media regularly Like brands on Facebook Fast Facts: 62% of online Canadians use social networks 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, Canada Media Mom Report, April 2012. Q: Do you use social media regularly? Please describe how much you use each of the following.
  • 10. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is maximizing her media time More likely to be engaged in other activities while watching TV Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 48% 43% 40% 34% 22% 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: Half use social media while watching TV
  • 11. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 57% 47% 45% 41% 28% 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 Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. Q: Which of the following reasons describe why your media habits may have changed in the past 3 years?
  • 12. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Online is key throughout purchase process OnlineRetail storesTraditional media Mobile phone AWARENESS PURCHASECONSIDERATION Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find COUPONS or deals Decide WHERE to buy 10 20 30 40 50 60 70 80 90% Q: Imagine you are going to buy a new product. How would use each of these resources throughout the shopping process? Source: BabyCenter 21st Century Mom® Insight Series Traditional Media 33% 20% 22% 32% 33% 22% Traditional Media 33% 20% 22% 32% 33% 22% Retail Stores 33% 30% 46% 53% 19% 30% Retail Stores 33% 30% 46% 53% 19% 30% Online 71% 76% 78% 77% 62% 61% Mobile Phone 13% 14% 14%14% 20% 21%
  • 13. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 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 Mobile is her shopping sidekick Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. Fast Facts: 1 in 5 have used shopping apps on their smartphone in the past 30 days 30% 26% 21% 8% Looked up prices online while shopping at the store Purchased something Used shopping apps Scanned product barcode for price comparison Q: Which of the following have you done in past 30 days with your smartphone or tablet?
  • 14. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is noticing brands in new ways Online on my mobile phone Newspaper Email offers Magazine Online on Computer TV Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 6% 29% 31% 39% 39% 44% Q: Of all the places you see ads, where do you feel you most often take the time to look at ads?
  • 15. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She expects more from advertising Relates to my lifestyle/personality Has a coupon or offer Is funny Includes a contribution to a charitable organization Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 64% 57% 39% 15% Q: I am more likely to pay attention to an ad that…
  • 16. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She also expects more from brands Good Value Recommended by friends Products that simplify my life Environmentally conscious Products use natural/wholesome ingredients Recommended by experts Supports organizations that are important to me Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 25% 37% 47% 49% 51% 59% 81% Q: What are the most important characteristics of brands that speak to you?
  • 17. © BabyCenter LLC. Confidential. All rights reserved. #21CMom How do you engage with Mom 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?
  • 18. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 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
  • 19. © 2011 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
  • 20. © 2011 BabyCenter LLC. Confidential. All rights reserved.