Your SlideShare is downloading. ×
  • Like
Mom study 2012 final 8.2.12
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Mom study 2012 final 8.2.12

  • 2,199 views
Published

 

Published in Self Improvement , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,199
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
85
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. eMoms 2012: A BlogHer, Inc.Photo credit: Blog: Whatever: Meg Duerksen Study BlogHer 1
  • 2. In July 2012, BlogHer fielded a study about moms, kids,technology usage and social media. The questionnaire wasfielded with both the BlogHer Visionaries Panel as well as ageneral U.S. online population. BLOGHER SAMPLE TOTAL U.S. ONLINE POPSurvey fielded to BlogHer Visionaries Survey fielded in 12 U.S. marketsPanel including N.Y., Boston, Atlanta, Chicago, Dallas, Portland, San Diego,N= 669 Moms 18+ Denver, Seattle, Los Angeles, Philadelphia, Wash D.C. N = 433 Moms 18+ TOTAL Combined Sample of 1,102 momsSource: eMoms 2012, a BlogHer , Inc. study BlogHer 2
  • 3. Key Findings:  Moms are “hyper-connected”, with 99% owning a computer and 83% owning a smartphone  Toddlers are using their moms’ devices, with more than half of moms reporting their children under 3 use their laptops  Blogs are the most trusted social media channel for parenting advice and information  Blogs also build more confidence around parenting skills, than other social media channels  More than half of online moms make decisions for their families based on blog advice, such as purchasing a food product (56%) or watching a TV show (54%)Source: eMoms 2012, BlogHer Inc. BlogHer 3
  • 4. Moms hand over their tech at increasing rate Age First Used Device: 3 Years and Under THE AGE KIDS ARE ALLOWED TO OWN THESE DEVICES IS SIGNIFICANTLY HIGHER 2011 2012 48% 51% 24% 23% 21% 12% 3% 10%Laptop/ mp3 Player Tablet eReaderDesktop 35% 34% 35% 30% 27% 34% Digital Regular Smart Camera Mobile Phone PhoneSource: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102; 2011 Moms and Tech, N = 1,038 BlogHer 4
  • 5. Mom’s tech ownership is high for all devices Mom Owns 120% 99% 98% 100% 85% 83% 80% 76% 57% 56% 60% 49% 49% 40% 20% Brand Image/Logo 0% Laptop/ Digital mp3 Player Smart Video Hand Held Tablet Regular eReader Desktop Camera Phone Game Video Mobile Console Game PhoneSource: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 BlogHer 5
  • 6. Connectivity drives privacy concerns Level of Concern Top 2 Box (Extremely/Somewhat) concerned 79% 77% 64% 83% BLOGHER SAMPLE 57% 59% TOTAL U.S. ONLINE POPLaptop/Desktop 53% 40% Smart Phone 21% 25% Tablet 18% Regular Mobile Phone 22% Video Game 12% Console 19% 11% eReader 19% 11% Hand Held 22% Video Game 9% mp3 Player Source: eMoms 2012, a BlogHer Inc. study Digital Camera BlogHer 6
  • 7. Moms trust blogs for parenting adviceQ “Do you trust the parenting information and advice from the following media?” BLOGHER SAMPLE TOTAL U.S. ONLINE POP 90% 72% 67% 64% 60% 51% 36% 31% 29% 28% 28% 18% 22% 16% Blogs Source: eMoms 2012, a BlogHer Inc. study BlogHer 7
  • 8. GenX Moms are the most plugged in to seeking parenting advice across social platformsQ “Do you trust the parenting information and advice from the following media?” 18-27 28-45 46-64 TOTAL U.S. ONLINE POP 64%64% 72% 60% 62% 66% 38% 37% 34% 36% 34% 33% 17% 28% 25% 27% 23% 23% 16% 17% 13% Blogs Source: eMoms 2012, a BlogHer Inc. study BlogHer 8
  • 9. eMoms and MobilePhoto credit: Blog: Jenny On the Spot: Jenny Ingram BlogHer 9 9
  • 10. Two-thirds of moms report higher mobile usageQ “Are you using mobile phones more or less compared to last year?” Same 31% More Less 64% 5% Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 BlogHer 10
  • 11. What are moms doing on mobile?The missed opportunity for mobile is that only 40% are using it for shopping or coupons. Top 5 out of 10 Choices 97% 95% 90% 80% 75% Brand Image/Logo MAKE ACTUAL SEND TEXT MESSAGES CONNECT WITH CHECK E-MAIL CHECK SOCIAL PHONE CALLS FRIENDS AND FAMILY NETWORKS Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 BlogHer 11
  • 12. Two-thirds of moms report higher mobile usageQ “Which screen do you depend on the most?” % Depending on Rank Screen it the Most #1 Mobile Phone 75% #2 Laptop 63% #3 Desktop PC 31% #4 TV 29% #5 Tablet or iPad 22% #6 eReader 6% Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 BlogHer 12
  • 13. eMoms bring Mobile to every roomof the house Mobile is the only device that makes it into the bathroom and kitchen Bedroom: Bathroom: • Mobile • Mobile • Laptop • TV • eReader • Tablet Living Room: Office: • Mobile • Mobile Kitchen: • Laptop • Laptop • Mobile • Tablet • Desktop • TV • Desktop • eReaderSource: eMoms 2012, a BlogHer Inc. study; Combined sample, N = 1,102; “What rooms of the house do youuse each of the following tech devices?” BlogHer 13
  • 14. Social Media:Driving conversation, confidencePhoto credit: BlogHer ‘11 BlogHer 1414
  • 15. The enduring hot-button parenting issues #1 issue with 65% of both samples: Working Moms vs. Stay at Home Moms Next three most important issues by sample: BlogHer Percent Gen Pop Percent Breastfeeding 52% School issues 62% Brand Image/Logo Spanking 44% Spanking 60% School issues 42% Bed time issues 43%Source: BlogHer Mom Study 2012 BlogHer 15
  • 16. BlogHer Moms Heat-Up the Parent Discussions Online TOTAL U.S. ONLINE POP ✔ = #1 response Offers Diverse Heats it Up Cools it Down Offers Advice OpinionsStay at home vs.working moms ✔ ✔Breast feeding ✔SpankingSchool Issues ✔ ✔ Brand Image/LogoHelicopter Parents ✔Bedtime issues ✔Kids gone wild inpublic ✔Traditional vs. non-traditional families ✔Source: eMoms 2012, a BlogHer Inc. study; “How do online discussions effect issues; Heat up, Cool Down, OfferAdvice, Offer Diverse Opinions” ; General Online Population, N = 433 BlogHer 16
  • 17. Parenting advice and information from blogsbuilds the most confidence What Helps Build Parenting Skills? BLOGHER SAMPLE TOTAL U.S. ONLINE POP81% 41% 60% 26% 15% 27% Brand Image/Logo 9% 57% 51% 19% 18% 12% 13% 5%BlogsSource: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?” BlogHer 17
  • 18. Blogs build the most confidence for momsacross all ethnicities African Asian Latino White American Blogs 57% 85% 67% 74% Facebook 52% 73% 56% 57% Twitter 24% 44% 34% 34% Brand Image/Logo YouTube 30% 38% 27% 15% Pinterest 15% 31% 21% 24%Source: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?”, CombinedSample, N = 1102 BlogHer 18
  • 19. Parenting blog advice leads to action Actions Based on Mom Blog Recommendations 78% 63% Read a book 75% 44% Forwarded post to friend TOTAL U.S. ONLINE POPBLOGHER SAMPLE 64% 56% Purchased food product 53% 54% Watched TV show 50% 45% Purchased toy 48% 48% Purchased baby productSource: eMoms 2012, a BlogHer Inc. study BlogHer 19
  • 20. Tell us about a time you used parenting advice from a Blog or Social Network What the Moms said in their own words…. “I have often turned to social media for help “At a “I looked at other in supporting my gathering,single moms blogs “I look up son, who has discussing anfor advice on how blogs on how ADHD and ASD. issue, referred they raise their to save I have used to a parenting sons to be happy money to many different blog, gave the Image/Logo Brand and healthy and give tips to blogs as a web address,strong young men other springboard for and talked with good families” discussions of about the character” specific perspective” behavioral issues.” Source: eMoms 2012, a BlogHer Inc study; “Tell us about a time when you used advice or recommendations from a parenting blog” BlogHer 20