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A survey of over 3,000 young Irish mothers about brands, mobiles, the web, advice and life in Ireland. Survey conducted on eumom.ie in May 2012.

A survey of over 3,000 young Irish mothers about brands, mobiles, the web, advice and life in Ireland. Survey conducted on eumom.ie in May 2012.

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  • 1. 21st June 2012
  • 2. Background to the Study1. The Bloom Boom2. Purse Stings3. Brand Babies4. Word-of-Mom5. Smartphone MomFollow the Mommy
  • 3. A unique research partnership to provide unrivalledinsights into Ireland’s fastest growing demographic group:young familiesWe have developed a number of research services –qualitative & quantitative – to help marketers succeed inmeeting the needs of this groupToday we share the results of our most recent survey of3,111 moms who are members of eumom, conducted inMay 2012
  • 4. Profiles Social Regions Marital Age Class Status
  • 5. Profiles
  • 6. Profiles
  • 7. Profiles
  • 8. Ireland is unique in Europe in that we areexperiencing a baby boom (despite therecession!), and it looks set to continue forsome time…
  • 9. Ireland’s baby population is growing – along with the number of parents in their early thirties:CSO
  • 10. The number of births now back to levels last seen in 1970s (and 1890s!):CSO
  • 11. The combination of surging 30-somethings and rising age atbirth of first child will contribute to rising birth numbers:
  • 12. Young families will account for growing share of spending:
  • 13. Families with children account for nearly two thirds of alldisposable income and over 70% of spending: = €56 billion of spending in 2012
  • 14. The Bloom Boom: Irish families with children will account for a growing share of consumer spending over the next five years, and will lead the recovery in Irish consumer markets.
  • 15. Ireland’s young families have not ‘escaped’the recession – far from it – and many arekeeping very tight control of their spendingpurse strings…
  • 16. Irish moms are mainly responsible for groceries:
  • 17. Household incomes are under pressure: While household expenditure keeps rising:
  • 18. Food and grocery spending is rising:As is spending on baby products:
  • 19. Purchasing baby items in preparation for birth of next babybase: expecting moms (n=898)
  • 20. FtM – Purse Stings: Changing family circumstances changes the income and spending profile for households regardless of the economic cycle – and will continue to do so even as the economy recovers.
  • 21. Becoming a parent opens up a new world ofproducts, services and brandsand new purchase decisions
  • 22. New relations…
  • 23. Outlets used to purchase baby products
  • 24. Skin care brand preferences & trendsSource: Amárach/eumom omnibus July (in brackets) & December 2011
  • 25. Skin care brand leader challenges
  • 26. Medical brand preferences & trendsSource: Amárach/eumom omnibus (July) & December 2011
  • 27. Medical brand leader challengesSource: Amárach/eumom omnibus July & December 2011
  • 28. Nappy cream brand preferences & trendsSource: Amárach/eumom omnibus July & December 2011
  • 29. Nappy cream brand leader challengesSource: Amárach/eumom omnibus July & December 2011
  • 30. Category switching behaviour and intentionsSource: Amárach/eumom omnibus July & December 2011
  • 31. Other category switching behaviour and intentionsSource: Amárach/eumom omnibus July & December 2011
  • 32. FtM – Brand Babies: Although Irish moms have strong brand preferences, they are now more likely to consider alternatives and even to switch.
  • 33. Young Irish moms are the most networkedgeneration of moms ever – whether onlineor offline – and their ability to influenceand be influenced is unprecedented…
  • 34. The web is now a powerful source of advice for moms Categories researched online in past 3 months Baby/ Parenting 78% Clothing/ Fashion 61% Banking Services 54% Food/ Cooking 48% Medication/ Medical 39% Travel 37% Health/ Fitness 29% Home Goods 27% Cars 17% Electronics 13% Financial Products 12% Telecommunications 7%
  • 35. Baby & Parenting Advice
  • 36. Clothing & Fashion
  • 37. Banking & Financial
  • 38. Food & Cooking
  • 39. Medical & Health
  • 40. Travel
  • 41. Home Appliances/Furniture
  • 42. Cars
  • 43. Telecoms
  • 44. Most helpful online
  • 45. Moms are the net – use of social networks
  • 46. Most trusted websites for advice… (freeform responses)
  • 47. FtM – Word-of-Mom The most connected generation of moms ever is now confident taking and giving advice online – and will increasingly make decisions based on that advice.
  • 48. Mobile Phone That Smartphone Goes Online Ownership Yes, it has internet connectivity 85% 33% 67% 15% Yes, it is a smart phone(Base – All mums/expecting mums - 3111) (Base – All mums/expecting mums whose Mobile phone connects to the internet - 3013) 54 (Q. 12/15)
  • 49. Smartphone Penetration Irish Mums Smartphone in Ireland Ownership43% 64% •In the US Moms are 61% more likely than other women to own a smartphone*Google (50% vs. 31%) + moms are 80% more likely than other women to own a tablet (27% vs. 15%). http://www.marketingprofs.com/charts/2012/7885/social- (Base – All mums) media-influences-moms-purchasing- decisions#ixzz1yHGTZ0Fi 55
  • 50. 57% ofIrishMoms access the internet via mobile at least once per day 56
  • 51. Mobile or PC for Internet? Mobile MoreBoth the same amount 10% 57% PC 33% More 57
  • 52. UK Asda study found 27%of mothers give theirphones to their children tokeep them entertained.How aboutIrish moms? http://www.dailymail.co.uk/femail/article-2161533/Mothers-prefer-smartphones-dummies-comfort-crying-babies.html#ixzz1yHcojlrH 58
  • 53. Yes, allow children to use mobile phone entertain themselves 30%(Base – All mums/expecting mums - 3111) 3 in 10 mums allowing their children to use their mobile phone to entertain themselves. This is higher among those with children over 36 months (46%) 59 and bigger families with more than two children (45%). (Q. 16)
  • 54. Favourite Apps? Social Networks News Weather Map/travel Photo/Video Gaming Music Music Banking/ Entertainment Financial(Base – All mums/expecting mums with a smart phone - 2090) 60 (Q. 17/18)
  • 55. Visitor ChangesVisitors to eumom.ie Visitors to eumom.ie May/June 2011 May/June 2012 Mobile Mobile PC 19% 38% PC81% 62% 10% of total global Internet traffic comes from mobile devices, up from 5% last year http://mashable.com/2012/06/18/hearst-magazines-mobile/ 61
  • 56. Which Smartphone? 1. iPhone (54%) 2. iPad (16%) 3. Sony Ericsson 4. Samsung GalaxyGoogle Analytics eumom.ie 62
  • 57. Mobile Shift - ExamplesHearst Magazines; in 2011 5% of traffic from mobile – now20%Elle, Cosmopolitan, Marie Claire, Esquire , GoodHousekeepingIrish Times – in 2011 17% traffic via mobile – now 30% 63
  • 58. App Innovation TOMY’s “The First Years Convertible Car Seat with iAlert” high-tech car seat includes a built- in monitoring system that alerts parents via a smartphone app if a child is unbuckled/unsafe + Apps like Esquire‘s“Hardest Puzzle Ever” game and InStyle’s excellent hairstyling app for the iPad 64
  • 59. Reaching Moms m.site Dedicated App not necessary for brands Advertising on Apps – games, photos, finance Personalised deals – Segmentation, gender preferences User reviews, recommendations 65
  • 60. Segment Differences Moms more likely than other women to...  Recommend companies/brands via social sites  Talk about companies/brands they follow on Facebook  Link to a company/brand ad (Performics.com) Games: Males prefer drag racing, while females prefer word games (Appaware.com) 66
  • 61. Ireland’s baby boom and the surge in spending by young families will be the biggest opportunity of the decade ahead But it won’t be easy: not only is competition tense (and loyalty fragile), but moms are increasingly sophisticated in their access to multiple sources of information, advice and influence – including each other Those brands that can win the trust of Irish moms – and remain relevant through the crucial stages of young family development – will reap long-term benefitsSo just follow the mommy…
  • 62. Do you have a question for Irish moms? Contact us at:Amárach Research eumom11 Kingswood Business Centre 101 Monkstown RoadCitywest BlackrockDublin 24 Co. DublinT. 01 410 5200 T. 01 280 5050E. gerard.oneill@amarach.com E. rose.kervick@eumom.ieW. www.amarach.com W. www.eumom.ieB. www.amarach.com/blogTw. Twitter.com/AmarachResearchS. slideshare.net/Amarach
  • 63. Do you have a question for Irishmoms?The Amárach Research/eumom.ieOmnibus - research Ireland’s mostinfluential consumer group
  • 64. Do you have a question for Irishmoms?The Amárach Research/eumom.ieOmnibus - research Ireland’s mostinfluential consumer group