The document discusses how social media research can provide insights into the baby products industry. It notes that parents frequently use the internet and social media to discuss child-rearing issues, share experiences and reviews of products. Online communities worldwide represent a valuable resource for discovering parents' needs and preferences, which can inform innovation. The document provides statistics on mothers' internet and social media usage and spending on baby goods. It suggests that social media research methods like netnography and social media mining can offer understanding of topics, sentiments and trends discussed by parents online.

1. DISCOVERING
MEANINGFUL
INSIGHTS IN THE BABY-PRODUCT
INDUSTRY THROUGH
SOCIAL MEDIA
RESEARCH.
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2. The internet is a
24-hour
resource for parents.
© 2014 HYVE AG. All rights reserved.© 2014 HYVE AG. All rights reserved.

3. Parents have a
strong need
to discuss child- and home-related
issues with other parents.
to share their
experiences &
knowledge
to share
product reviews
to get
reassurance
and advice
to vent and
commiserate
© 2014 HYVE AG. All rights reserved.

4. Online communities
worldwide are an immense
resource to discover parents’
wishes, needs
and emotions
as a basis for
innovation in
products & services.
© 2014 HYVE AG. All rights reserved.

5. An unbelievable
percentage of
91.9%
moms use the internet
daily.
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6. Almost
62%
of US moms post about
brands
on social media sites.
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7. And around
58%
regard the internet as
essential
to their lives.
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8. US mothers
spend about
2.5 hours
on the internet
daily.
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9. 1 in 3 bloggers are moms.
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10. New parents spend
approximately
6200 $
on baby-related
goods & services
during the
first year.
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11. Young parents today are
Generation
Yers
(*1980-1995)
who highly differ in their
tastes, needs and
parenting style
to previous Generations
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12. They have
high demands
regarding functionality, comfort &
sophistication and they are
willing to
pay for it.
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13. Gen Y parents depend mostly on their mothers for parental advice.
But after people in their lives,
online resources
account for
71%
of their first- and second-
most important influencers.
© 2014 HYVE AG. All rights reserved.

14. Therefore, their interest in
toys, food,
clothes &
gadgets
has also increased.
Fathers are becoming
more involved
and active.
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15. What is the cultural difference between French and Mexican mothers?
What is important to them when they’re buying a car seat or a stroller?
How do they teach their children about brushing their teeth?
Which products do they use in the first few weeks?
How do parents feel about changing diapers?
What would make parents’ lives easier?
How do their kids react to new food?
How do they feel about a certain toy?
You have
unanswered questions
about parents’ needs & behaviors?
© 2014 HYVE AG. All rights reserved.

16. a wide variety of countries have
huge online communities
for parents.
© 2014 HYVE AG. All rights reserved.

17. We
can tell
you what they
are discussing.
© 2014 HYVE AG. All rights reserved.© 2014 HYVE AG. All rights reserved.

18. Social Media have become an
integral part of parents’ lives.
HYVE offers two social media-based consumer research methods
to harness the vast amount of consumer-generated content:
Netnography:
• qualitative & unobtrusive ethnographic research
• derivation of consumer insights
• transfer into initial product solutions
Social Media Mining
• large-scaled screening of product, topic & brand related consumer statements
• advanced computer linguistic algorithms
• overview & understanding of patterns, sentiments & hot topics
© 2014 HYVE AG. All rights reserved.

19. www.hyveresearch.net

20. Sources:
http://www.factbrowser.com/facts/13434/
http://www.factbrowser.com/facts/13433/
http://www.factbrowser.com/facts/13432/
http://www.factbrowser.com/facts/7640/
http://www.factbrowser.com/facts/5967/
http://www.factbrowser.com/facts/13430/
http://www.babyshopmagazine.com/articles/retailer-to-retailer/changes-trends-in-baby-product-marketplace.htm
http://designtaxi.com/news/363791/Infographic-What-Are-Millennials-Like-As-Parents/
© 2014 HYVE AG. All rights reserved.