Clicks and Cravings: Social Media & Moms

July 2012 | A HARTMAN GROUP & MSLGROUP AMERICAS STUDY CLICKS & CRAVINGS: Social Media & Mom

MSLGROUP FOOD & BEVERAGE SPECIALTY Food and beverage marketing and PR Offices nationwide •  Category leader in digital food and nutrition communications Clients nationwide from farm to Part of MSLGROUP, a top-five fork, consumer and industry global PR and events marketing focused firm Registered Dietitians on staff; in-house culinary and nutrition Under the Publicis umbrella centerClick & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 2

Proprietary Moms Data and Insights from Clicks & Cravings A Hartman Group and MSLGROUP AMERICAS Syndicated Study In tandem with smart communications counsel, the Clicks & Cravings report is a powerful tool to help brands strategize their approach to social and digital media. CLICKS & CRAVINGS: The Impact of Social Technology on Food Culture Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 3

QUALITATIVE AND QUANTITATIVE STUDY Ethnographic, in-home studies •  25 studies in Seattle and Chicago •  Diverse sample (generation, children, SM and food engagement) •  $60,000+ HHI (excepting younger Millennials) •  Visit followed social media fast and feast National online survey •  December 2011; 1641 U.S. online adults, 18-64, nationally representative (including 1164 females; 404 moms with kids under 13) •  Both users and non-users of social media What it isn’t •  Analysis of web traffic and usage data •  Review of best practices among food & beverage marketersClick & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 4

Key findings about Moms, a critical segment for food & beverage marketers•  Moms conEnue to play a central role in household grocery shopping and food preparaEon •  ALracEve target for interacEve markeEng and earned-‐ media campaigns •  High engagement with social media/social networking and mobile technology •  Diminished use of television Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 5

How Moms differ from women without children •  Moms are moEvated by solving family needs •  More engaged with social networking and online sources for meal planning advice, recipe or food preparaEon Eps, and online coupons for savings •  Compared to men, Moms tap social media more to explore new foods for home prep, less to discover new restaurants to try •  For older Moms, especially, motherhood is a key impetus for social media engagement •  Inform their shopping decisions with crowdsourced product reviews •  Share daily parenEng experiences with family/friends via social networks •  Millennial Moms are the most interested in using online networks and resources for meal planning, new restaurants to try, learning about new foods or nutriEon Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 6

How Moms differ from women without children •  Moms are connecEng while shopping more than women without children •  Calling or texEng someone at home about needed items sEll the primary use •  Also using phones for shopping lists, social media connecEon, recipes, coupons •  Moms, especially Millennial Moms, are more willing to connect with food and beverage brands via Facebook •  Key to engagement: Finding the right voice and the desired mix of savings and informaEon Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 7

Moms continue to be responsible for a large portion of their household’sgrocery shopping and food Parents who say they do MOST (more than 60%) of their family’s shopping and cooking 100% 90% 80% 70% 60% 50% 40% M M I I L L 30% L M I L M I E L E L N L N L N N G G N N G G 20% I N I E E I N I E E A N N A N N L A X X L A X X L L 10% M O D M O D M O D M O D A A A A M D M D M D M D S S S S S S S S 0% Do most of HH grocery Prepare most of kids shopping foodS9. “How much of your households food and beverages shopping are YOU responsible for?” S10. “When it comes to preparing foods and beverages for your child(ren) at home who are younger than 13 years, how much of this do you do as opposed to other adults?” Moms of 0-‐12 year olds n=404, Dads of 0-‐12’s n=110. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 9

Moms rely on a broad support network, but for parenting Moms lean on family, close friends and doctors the most People relied on as a source of information or inspiration Portion by Moms of children less than 13 years old relied on for parenting Family members who I dont live with 59% 28% 87% 68% = 59/87 Family members I live with 55% 30% 85% 65% My 10 closest friends 40% 40% 80% 50% Doctors, pediatricians, or health professionals 32% 19% 51% 64% Friends other than my 10 closest friends 12% 29% 41% 29% School-teachers, pastors or other community leaders 15% 18% 32% 45% Neighbors 9% 23% 32% 28% Workplace or professional colleagues 12% 20% 31% 37% Experts...who make their living providing advice about 14% 16% 30% 46% things Im interested in People I dont know personally but who share my 9% 19% 28% 32% interests or situation in life A club or group that connects regularly for fun or 7% 11% 19% 39% support 1% Roommates 9% 10% 14% Resources for parenting Other resources = Top 3 most likely to be relied on for parenEng = BoLom 3 N4. Which, if any, of these resources have you used or relied on at any Eme during the past 12 months, as a source of INFORMATION OR INSPIRATION? N4A.Which, if any, of these has been a source of informaEon or inspiraEon for you when it comes to PARENTING? Moms w/Children < 13, n=404. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 10

Moms have adopted social networking at similar rates as other women. Seven-out-of-eight online moms use Facebook each month. Seven-‐out-‐of-‐eight online moms use Facebook each month. Sites/Resources used in past 30 days 84% Facebook 88% 27% Google+ (i.e. Googles new social website) 28% 22% Twitter 23% 16% Linkedin 12% 10% Myspace 11% 8% Windows Live Profile 8% Total Female Adults 7% Pinterest 7% Moms w/Children < 13 1% Renren 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%N4. “Which, if any, of these speciﬁc sites, services or tools have you used during the PAST 30 DAYS?” (Yes) Total Females n=1134, Moms w/Children < 13 n=404. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 11

Moms represent the most engaged social networking adults Mean Hours Per Month Social Networking Online 18.4 Moms with kids>13 15.2 Moms with kids<13 14.0 Women 18-64 8.4 Men 18-64NX2. “Approximately how many hours would you say you engage in each of these acEviEes on average during a typical week?” Base: All respondents (those who indicate no usage per NX2 assumed to use 0 hours). Monthly esEmate = weeklyx4. Moms with kids 0-‐12, n=404; Moms with kids 13-‐17 but not 0-‐12, n=117;. All women 0-‐64, n=1134, All men 18-‐64yo, n=507. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 12

Almost half of all Moms check their online social networks every day AcEviEes engaged in daily Read/browse postings contributed by others on a 41% social networking site or tool such as Facebook, 44% MySpace, LinkedIn, or Twitter Contribute online Likes, +1s or other simple or 24% easy recommendations of items to people Im 27% connected with Contribute written entries on a social networking site 22% or tool such as Facebook, MySpace, LinkedIn or 25% Twitter Contribute comments to a discussion on a website, 9% online community or blog I follow closely 12% Post photos or videos to share through social 9% networking sites such as Facebook, MySpace, 11% LinkedIn or Twitter Total Female Maintain my own blog (through WordPress, Blogger, 6% Tumblr or similar) (n9) 6% Moms w/Children < 13 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%N9. “During the past 12 months, how onen have you engaged in each of these acEviEes on average?” (Combined: Almost daily + More than once a day) Total Females n=1134, Moms n=404. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 13

Moms read and contribute to online review resources regularly AcEviEes engaged in weekly Read reviews contributed by other 35% users on a shopping, travel, food or entertainment website such as Amazon or Yelp 42% Total Female Adults Moms w/Children < 13 Contribute product reviews to a 18% shopping, travel, food or entertainment website such as Amazon, AllRecipes or Yelp 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%N9. “During the past 12 months, how onen have you engaged in each of these acEviEes on average?” (Combined: Almost daily + More than once a day + 2-‐3 Emes a week + Once a week; ) Total Females n=1134, Moms n=404. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 14

Motherhood is an important impetus to use review sites, and for Gen-X Moms to share photos with their social networks and share ideas in online discussions Moms Social Media Usage Index Millennial Moms Gen-X Moms (Index vs All Millennial Women) (Index vs All Millennial Women)Read reviews contributed by other users on a shopping, travel, food or entertainment website such as Amazon or Yelp 130 123Contribute product reviews to a shopping, travel, food or entertainment website such as Amazon, AllRecipes or Yelp 126 163Post photos or videos to share through social networking sites such as Facebook, MySpace, LinkedIn or TwiLer 105 127Contribute wriLen entries on a social networking site or tool such as Facebook, MySpace, LinkedIn or TwiLer 103 104Maintain my own blog (through WordPress, Blogger, Tumblr or similar) 103 110Contribute online Likes, +1s or other simple or easy recommendaEons of items to people Im connected with 103 104Contribute comments to a discussion on a website, online community or blog I follow closely 103 140Read/browse posEngs contributed by others on a social networking site or tool such as Facebook, [etc.] 99 105 80 100 120 140 160 180 80 100 120 140 160 180 What Mom Said: “I got started when Tony was born. I was isolated and not seeing a lot of people so it was a way to keep in touch and let friends see him grow” – Nina, Gen X MomN9. “During the past 12 months, how onen have you engaged in each of these acEviEes on average?” (Based on usage reported Daily = Almost daily + More than once a day) Moms=Has kids 0-‐12 years old). Total Millennial Females n=399, Millennial Moms n=185; Total Gen-‐X Females n=337, Gen-‐X Moms n=172. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 15

Like other women, Moms typically access social networking on laptop or desktop computers, and smartphones when available Devices used: All Female Adults Moms of kids 0-‐12 Laptop computer 38% 16% Laptop computer 74% 37% 19% 76% Desktop computer 30% 20% 72% Desktop computer 31% 23% 74% Mobile phone that’s not a smartphone 2% Mobile phone that’s not a smartphone 3% 9% 56% 9% 58% Smartphone (such as iPhone, Smartphone (such as iPhone, Blackberry, Android) 9% 21% 48% Blackberry, Android) 10% 24% 52% Gaming console (such as XBox, Wii)0% Gaming console45% as XBox, Wii)0% 6% (such 9% 60% Tablet computer (such as iPad, Kindle Tablet computer (such as iPad, Kindle Fire, Galaxy Tab) 1% 10% 20% Galaxy Tab) Fire, 1% 12% 24% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Used most often for social networking Other for social networking Other usedN8. In the past 12 MONTHS, which, if any, of these devices or resources have you used regularly? N10. During the PAST 30 DAYS, what devices or technologies have you used to READ OR CONTRIBUTE TO a social networking site or tool such as Facebook? N11. And which have you used MOST OFTEN for this in the past 30 days? Base: All respondents. Total Females n=1134, Moms w/Children < 13 n=404. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 16

TradiEons TRADITIONS. Connected Moms turn to online resources to learn about food Time spent learning or reading about food 48% Spend more Eme engaged online about food 35% Equally engaged with online and print about food Consumer shows us her favorite food blog. Spend more Eme engaged with 16% print about food “I ﬁrst go to Epicurious and then AllRecipies.com. That’s how I ﬁnd inspira<on for the meals I’m planning.” –Mom in SeaBle F6. All things considered, would you say you spend more Eme reading or learning about food from print publicaEons or from online sources? Moms n=404 Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 18

TransacEons TRADITIONS. Moms look to public communities for deals and recipes Pre-Shopping Use of Online Tools (including phone and internet) Moms with Kids <13 Moms desire beLer and more highly Searched for online/digital specialized tools for shopping and coupons/specials 62% meal planning. Searched online recipes to figure 56% Consumers struggle with too much out I needed informaEon. Searched for a retailer that carried the food/beverage item I 32% Moms want easy-‐to-‐use apps that wanted can make shopping, meal planning Built my grocery shopping list and saving money easier for them. using a website or smartphone 29% app Got ideas about what to buy or where to go from my friends 28% onlineFX1. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days: Before a trip to the store? (n=404 Moms with Kids under 13) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 19

TRADITIONS. TradiEons Moms use Social Media to discover new restaurants and for meal planning ideas Moms are more likely than females without kids to use social media for meal planning (40% vs. 30%) 39% New restaurants to try 34% Millennial Moms Meal planning (e.g., new recipes to make) are more likely to rely on social media for meal 27% planning, Restaurants to avoid restaurants to avoid bad New types of foods or beverages to try (such as ingredients, 25% restaurants, cuisines) discovery of new foods & information 24% on nutrition New brands of foods or beverages to try 24% Nutrition and ingredients 19% Foods or beverages to avoid All Females Moms w/Children <13 19% Alerts about food safety (e.g., product recall) Millennial Moms Gen X MomsF12. In general, what kind of food topics are you most interested in when using social networking site and tools such as Facebook or TwiLer? All females n=1,134; Moms n=404 ; Millennial Moms n =185; Gen X moms = 172 Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 20

TradiEons TRADITIONS. Moms are less likely to share photos of meals and restaurant descriptions What people are sharing the most on social media 22% A photo of a meal made at home or enjoyed in a restaurant 19% 26% 16% A description of a restaurant recently visited 12% 19% 16% A description of a meal or snack recently prepared at home 16% 14% 10% Requests for advice about what food to prepare or how to prepare it 13% 7% 8% Dieting or nutrition accomplishments 8% 6% 7% Requests for advice about restaurants to visit 8% 6% 5% Requests for advice about dieting or nutrition 4% 5% 4% Requests for advice about stores or merchants to purchase food ingredients 5% 4% 4% All Females Requests for advice about foods that children enjoy 6% 3% Moms w/Children < 13 4% Females w/o Children A store or merchant recently visited to purchase food ingredients 5% 3%F3b. Which would you say you have seen the most shared about food on Facebook, TwiLer or similar social networking site? All females n=580; Moms n=222; Non-‐Moms n=289. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 21

TransacEons TRANSACTIONS. Moms are more connected while shopping than non-Moms Moms are more connected while shopping 46% Called someone in my household to ask about needed items 36% 40% Texted someone in my household to ask about needed items 25% 25% Consulted a shopping list I maintain online or on my phone 17% 21% Used a social networking site/app such as Facebook or Twitter 13% 20% Used a smartphone to find or consult a recipe 13% 15% Used a smartphone app to search for an online coupon 9% 13% Used a smartphone app to help select which brand to buy 4% Females with Children Under 13 Females with No ChildrenFX1. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days: While shopping at a store? (n=404 Females with children under 13; n= 613 Females with No Children) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 23

TRANSACTIONS. TransacEons Moms are regular Smartphone users – in-store Smartphone use is mainly for price comparison Regular Smartphone Users Use of Smartphone While Shopping, Past Year 21% Price compare (Slickdeals, Fat Wallet, etc.) 14% More Moms 52% with Kids are Download online/mobile coupons 18% Smartphone 50% (Dealcoupon) 17% Users 15% 48% Make a purchase on my Smartphone 13% Share shopping experience through social 14% 45% networking app/site 12% 12% Photos/picture recognition (SnapTell) 8% 11% Manage budgets (Christmas Shopping List) 10% All Moms Moms Moms Females with Kids with Kids with No 7% <13 13-17 Kids Receive price drop alerts (Savvy) 7% Moms with Kids <13 All FemalesN8. In the past 12 months, which, if any, of these devices or resources have you used regularly: Smartphone? (n=1134 females, CS1. In which of these ways, if any, have you used your smartphone while shopping at stores of any kind during the n=404 moms with children <13, n=117 moms with children 13-‐17, past 12 months? (Smartphone users: n= 518 total females; n=211 moms with children <13) n=613 women with no kids.) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 24

TRANSACTIONS. TransacEons Few women scan QR codes in-store, but comparing prices and getting coupons are primary reasons for scanning Scanned QR Code In Store Reasons for Scanning QR Codes or Barcodes at a Store All Females Past Year Past Month 9% Price comparison 52% 9% Get coupons 40% Product reviews 27% Like to use new technology 27% Get nutritional information 27% 4% Get allergy information 17% 3% Sharing information 17% Get ingredient information 17% Get recommended related items 15% None of these 7% All Females Moms with Kids <13 Other, please specify 4%F13a. Which if any of these have you done during the past 12 months: Scanned a QR code at home; Scanned a QR code at a store? F13b. Which have you done during the CS3. What are some of the most common reasons that you have scanned a QR or past 30 days?: Scanned a QR code at home; Scanned a QR code at a store? (n=1134 barcode at a store/retailer? (n=131 Female QR code scanners) Females; n=404 Moms with Children <13; n=117 Moms with Children 13-‐17) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 25

TRANSACTIONS. TransacEons Most Moms are not using location-based services even if it means getting a discount In past 30 days: LocaEon based services are peripheral to consumers’ repertoire of digital tools. 11% of Moms With Kids <13 Moms we conducted in depth interviews with Checked in (posted locaEon) of where do not report extensive use of locaEon based they were eaEng or drinking services. 4% Checked in (posted locaEon) at a store Moms are interested if these services can in order to get a discount easily help them save Eme and money. 3% Used Foursquare F13. Which, if any of these , have you done in the past 12 months? (n=404 Females with children < 13) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 26

TRANSACTIONS. TransacEons While few moms purchase food online, those who do are motivated by free shipping, better prices, and saving time 54% of Moms With Kids <13 Reasons to Buy From a Producer Online, Among Moms with Children Under 13 Are not at all likely to buy food products online 13% Are extremely or very likely to Free shipping 44% buy food products online Better pricing because less 33% markup buying direct Saves time 32% Online grocery shopping was not preferred by those we conducted in-‐depth None of these 29% interviews with. No crowds at store 26% Could only find the item I wanted 25% online at producer site What Mom Said: “I use online grocery I enjoy shopping online 22% shopping in an emergency. Like when Don’t have to deal with parking 16% we are out of town, and I know the fridge Peer reviews on producer 7% will be empty when we get back” – Julie, website Closer connection to the Mom in Seattle company 6% Other, please specify 1% Higher percentage among Moms with children <13 women with no childrenF15. How likely are you to do each of the following acEviEes during the next 30 days: Buy food products directly from food producers online? F21. What are some of the reasons you would buy food products directly from a (n=404 Moms with Kids under 13) producer online (n=404 Moms with Kids under 13) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 27

TECHNIQUES. Techniques Moms are more likely than non-moms to use social media while preparing meals, especially to look at recipes Use of Social Media while Preparing Meal/ Online Recipe Searches Snack: Moms with Kids <13 Moms with Kids <13 Moms with No Kids Quick and easy meals 77% Low-cost meals 55% Consulted a recipe or food 59% preparation tips online 48% Holiday dishes 55% Healthy/nutritious foods/meals 46% Texted with a friend or family 47% member 37% One-minute meals 32% Called someone to ask for Seasonal ingredients 29% 42% Moms with older kids advice about preparing a snack are more likely to re- 28% Re-create something I had at a restaurant 29% or meal create restaurant food Low fat/calorie options 28% Women with no kids Used a social networking site/ 38% are more likely to look app AT HOME 28% Ethnic cuisine 28% for low-cal options Used a social networking site/ 26% Natural/organic ingredients 21% Moms with older kids app AWAY FROM HOME 16% Sugar-free options 14% are more likely to look for sugar-free options Used a social networking site/ 26% Locally sourced ingredients 12% app such as Facebook or Twitter 16% Gluten-free options 9% Other, please specify 1%FX2. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days while preparing food or beverages F16. What are some of the suggesEons you are looking for with an online recipe? at home? (n=404 Moms with Kids under 13; n=613 Females with No Children) (n=778 recipe searchers) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 29

Techniques TECHNIQUES. Allrecipies.com is the predominant Website that Mom uses Top Recipe or Other Food-Related Websites Used During Past Year 69% Allrecipes.com 63% 67% 52% Foodnetwork.com 38% 42% 45% Recipes.com 43% 44% 37% Kraftrecipes.com 33% 37% 36% Bettycrocker.com 33% 35% 31% Myrecipes.com 24% 27% 28% Cooks.com 21% 24% 18% Moms with Children Food.com 20% <13 18% 17% Women with No MarthaStewart.com 13% 15% Children 16% All Females Simplyrecipes.com 18% 18%F5. Which recipe or other food related website have you used during the past 12 months? (Among those who have used recipe or food-‐related websites in past year: n= 194 moms with children <13; n=295 women with no children; n=546 all females) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 30

Table TABLE. Connected eating common among Moms Use of Social Networking Sites or Apps by Moms Who Use Social Media While Eating Moms are more involved with social media while eating 41% 41% 58% 44% have texted or used a social 38% networking site/ app in the past 39% 41% 39% month 35% 36% while eating 32% 34% 31% All Moms Millennial Gen X Females Children Moms Moms <13 Before During Between During Between During After Late-night breakfast breakfast breakfast lunch lunch and dinner dinnerFX2. Which of these ways have you used the internet or any and lunch dinnermobile-‐phone or other online tools during the past 30 days while drinking or eaEng a meal or snack: used a social networking site/app at home/ used a social networking site/ app away from home? F8. Earlier you indicated that you someEmes use social media networking sites while you eat/All females n=1,134; Moms n=404 ; Millennial Moms n =185; Gen X drink a meal or snack. During the past 7 days, on which of these occasions have you done this? moms = 172 (n=160 Moms who use social media during mealEme) Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 32

FACEBOOK RELATIONSHIPS. What’s in it for me? Reciprocity drives Facebook Moms to “Like” a brand but motivations vary by generation Gen X moms are more interested than in getting coupons Millennial moms want a special gift or want to support a brand that contributes to a charity 59% Get discounts or coupons* 44% To receive a special gift for "Liking" 24% To contribute to a cause or charity 22% To share and display my brand interest with people I know* 21% Provide feedback to the company Moms are more interested in 19% getting news about brands Get news* than females without children 18% (25% vs. 15%) None of these 15% Share information with other fans All Females 1% Moms w/children < 13 Other, please specify Millennial Moms Gen X MomsF22. What are some of the reasons you would "like" a food or beverage product, brand on Facebook?; All females n=900; Moms n=343; Millennial Moms n=185; Gen X Moms n=172. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 34

FACEBOOK RELATIONSHIPS. Unwanted messages and privacy are reasons not to “Like” a company, especially for Gen-X Moms Main reasons NOT to "Like" a food or beverage company on Facebook 39% Worried that the company would send me unwanted messages 33% Need to keep control over what appears on my wall or profile 33% Dont trust the company to keep my information private Worried that the company would send/post unwanted messages to my 32% friends Dont want to advertise on behalf of ANY product or brand, and this would be 22% like advertising 15% Dont want my friends to think I LOVE a product that I only really LIKE Believe there’s something unethical about companies exchanging Likes for 12% coupons or discounts 11% Enjoy the product, but dont want my friends to see I use it All Females Mom w/Children < 13 7% Millennial Moms Other, please specify Gen X MomsF22c. And if you were invited, what are some of the main reasons you might choose NOT to "Like" a food or beverage company on Facebook? All females n=900; Moms n=343; Millennial Moms n=185; Gen X Moms n=172. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 35

FACEBOOK RELATIONSHIPS.Moms prefer e-mail over Facebook as a way to communicate with companies Moms more willing to communicate with brands via Facebook than Females with no Children (35% vs. 27%)The Reality Especially true for Millennial Moms (44%)Moms are more engaged Email 52% 56%with brands on Facebook due to the household Traditional mail 39% 42%economy and trying to save money 33% Newspapers/Magazines 29% 31%What Mom Said: “I do Facebook 35%like getting coupons 27% TV/Radio 25%through email, but thereare certain brands that I Text messages 11% 12%am proud to connectwith because they 7% Twitter 7%reflect my lifestyle.” 6%– Joanna, Mom Company sponsored blogs 4%in Chicago 6% Speaking on the telephone 3% 4% Live chat via a company website 3% 3% Other, please specify 2% All Females Moms w/children < 13 F19. How would you prefer that food and beverages companies/retailers communicate or exchange informaEon with you? All females n=1,134; Moms n=404. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 36

Moms want companies to provide deals on social media sites They also want transparency and insight about the brands Provide discount coupons or other promotions, seasonal sales, etc. 62% 64% Provide information about new product plans or ideas 39% 39% Show me ratings/reviews of their products from other consumers 39% 39% Provide information related to their type of product, not just their own 33% brand 34% Communicate in a casual way with less "corporate speak" 31% 38% of Millennial Moms 33% want corporations to be Help me learn more about the companys involvement in causes, 28% more authentic in their sustainability efforts, etc. 29% communication Express their personality, beliefs and values more openly 26% 27% Tell me more about the people and history behind the business or 24% brands 26% Stay out of social networking sites and services completely 24% 22% Help me connect with other users 18% 21% All Females Moms w/Children <13F23. How can food and beverage companies be more value to you on social media sites? Top 2-‐box way acEvity is extremely/very All females n=1,134; Moms n=404. Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 37

CONTACTS Steve Bryant Director, Food and Beverage MSLGROUP Americas Steve.Bryant@mslgroup.com 206.313.1588 Blaine Becker Senior Director, Marketing & Business Relations, the Hartman Group blaine@hartman-group.com 425.452.0818 ex. 124Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 38

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Clicks and Cravings: Social Media & Moms

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Clicks and Cravings: Social Media & Moms Presentation Transcript