One million mothers

One million mothers Clo Willaerts, 22 October 2009

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts

Operating Countries Sanoma Magazines 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts

Women hold up half the sky. (Mao Tse-Tung) 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts

http://issuu.com/bnox/docs/vrouwenonline http://issuu.com/bnox/docs/femmesonline

InSites Field Research commissioned by Sanoma Magazines Belgium

Period: April 2009

Method: Online questionnaire

Data collection sources:

InSites TalkToChange Community ( 1.010 p )

Sanoma Magazines Belgium female sites opt-ins ( 1.192 p)

Screening & Quota

Female only

Age 18-65 + representative for female online population (BIM ‘08)

Countries and languages: Belgium ( 60/40 Dutch/French language

www.targetwomen.be http://www.slideshare.net/bnox/women-hold-up-half-the-sky

The joys of motherhood

Getting pregnant

Pregnancy

Giving birth

Cute

Reality

Reality (2)

Reality (3)

Digital Moms: how special are they?

Internet Penetration in Belgium - gender 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines

The total Belgian online population (past 2 weeks) consists of 5,5 million users

of which 2,58 M are females.

Source: telephone survey for the Belgian Media Mapping in 2008.

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines Socio-demographic Profile Kids Sanoma Sample (N = 1192) Representative Sample (N = 1010)

About 40% of online women are moms

Sanoma reaches an equal proportion of moms

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Internet Segmentation 4 Segments Inexperienced Surfers 30% Social Explorers 28% Functional Surfers 32% Internet Adepts 28% Representative Sample (N = 1010)

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Internet Profile Usage Moments

On an average day, mothers go online …

34% in the morning or during breaks

42% during lunch break

51% just before dinner

93% after having dinner

22% use it after midnight as well

Belgian online mothers: time spent online

Mothers have gone slightly more recently online (most of them: since 2006)

depends on age (25-29 yr olds have been online for longer vs 40-54 yr olds)

Mothers go online less frequently than women without children

except for the younger mothers

Mothers stay online less longer

except for the younger mothers

Women with children have less time and it shows in their internet behaviour

Internet as a life management tool

Mothers are the most likely group to

admit that they struggle to find balance in their lives…

feel negative emotions as a result

Internet is a place they can go for help

to find balance in their life

to gain control of their life

While time spent online is substantial, it is perceived by many to save them time in the long run - time they would have had to spend running errands and waiting in queues.

Source: How the internet is transforming the life of Modern UK Mums (Yahoo Network)

http: //l . yimg . com/ig/any/fu/mums . ppt

For Belgian mothers, internet is...

essential (62%)(-)

convenient (74%)(+, esp. younger mothers)

enriching their experiences (64%)

an essential step in the buying decision process ( 75% )

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines Belgian mothers online: internet activities

More popular:

General information search – 88% (90% monthly)

Information about products or services they are planning to buy – 84% (92% monthly)

Comparing product features and pricing - 77% (83% monthly)

Online banking - 30% (32% several times a week)

Less popular:

Chatting or instant messaging (56% never or hardly ever chats)

Social networking (45% never or hardly ever logs in to social networks)

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines General Information Search (55% Weekly ) Top 10 Most Consulted Topics (% monthly usage)

General news items – 83%

Healthcare – 78%

Cooking & Recipes – 76%

Travel – 67%

Food – 63%

Clothing & fashion – 62%

Home, garden & decoration – 60%

Movies & music – 59%

Personal body care – 54%

Finance & banking – 49%

Representative Sample (N = 1010) In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines Belgian online mothers: internet as a trusted source of information

Information about children & parenting - 53% monthly (45%: trustworthy)

Cooking & recipes (74%: trustworthy)

Government issued information (71% trustworthy)

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Trusted Content Food

23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines

90% of internet users use the internet to search for information that is not easily available elsewhere.

80% use it to search information about products and services

75% use it to compare different product alternatives.

General Information about Products & Services (32% Weekly ) Internet Motivations

Shopping is a serious matter

In America, where female consumers make more than 80% of discretionary purchases , companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales. Source: Marketing to women | Hello, girls | The Economist http://www.economist. com/research/articlesBySubject/displaystory . cfm ? subjectid=1780456 & story_id=13278440

71% of the Belgian online women are the responsible for grocery shopping in their family. Source: telephone survey for the Belgian Media Mapping in 2008.

Shopping is a serious matter

97% of UK female Internet users research products online and 92% of UK female Internet users buy products online. Source: eMarketer, February 2009

In the past year, UK female Internet users have made an average of 17 online purchases of products/services and spent an average of £600. Source: eMarketer, February 2009

Online promotions

For moms the most effective way Brands can be promoted online, in descending order of likeness:

1. Product samples offered online (47%)

2. Coupons (40%)

3. E-mails (9%)

4. Banner ads on websites (3%)

5. Blogs (1%)

Source: “What Women Want Consumer Survey” (Prospectiv, October 09)

Belgian women online Online vs. Offline Purchases 23.10.09 © Sanoma Magazines Q: Welke van onderstaande producten of diensten heeft u in de afgelopen 12 maanden gekocht? Offline Purchases Online Purchases Representative Sample (N = 1010) Boeken CD/DVD/Blu - ray Muziek in digital formaat (MP3 - nummers, albums, etc.) Computer, hardware en software Kleine electronica (bv. digitale camera, iPod, GSM, etc.) Telecom product (internetverbinding, GSM - abonnement, etc.) Erotische producten Financiéle producten (bv. fondsen, aandelen, etc.) Vakantie, tickets voor vliegtuig of trein Huishoudelijke toestellen Juwelen / accessoires Kledij / schoenen Meubilair Gezondheidsproducten (bv. dieet, etc.) Decoratie Tickets voor evenementen Films of TV - series in digitaal formaat (geen DVD) Ander product, nl. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70%

What are Belgian online mothers buying?

More offline than other online Belgian women:

clothing (64%)

books (52%)

computer hardware&software (33%)

electronic gadgets

financial products

More online than other online Belgian women:

holidays (42%)

tickets for events (43%)

cd/DVD (esp. 40+ mothers)

household electronics (esp. younger mothers)

Women dominate social networks

Women and social networks

48% of (US women) respondents reported belonging to four or more social networks. Source: The Power of Social Networking for Women, ShesConnected, August 2009