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Clicks and Cravings: Social Media & Moms
 

Clicks and Cravings: Social Media & Moms

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Did you know? 59 percent of online moms said they had searched for recipes or food preparation tips on the web or via social media while preparing a meal in the last thirty days. ...

Did you know? 59 percent of online moms said they had searched for recipes or food preparation tips on the web or via social media while preparing a meal in the last thirty days.
MSLGROUP's food and beverage specialty, in association with Hartman Group, brings you the latest research report on the impact of social media on the food industry. This time, we focus on connected mothers, a critical market segment for brands looking to adopt new strategies for social and digital media.
Moms are some of the most engaged users of social media. On average, moms – not just active users – spend an average of 18.4 hours per month social networking online, according to the study. Please connect with Steve Bryant for more information: steve.bryant@mslgroup.com

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    Clicks and Cravings: Social Media & Moms Clicks and Cravings: Social Media & Moms Presentation Transcript

    • 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
    • The Connected MomClick & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 8
    • 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
    • Connected Moms & TraditionsClick & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 17
    • 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
    • Connected Moms & TransactionsClick & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 22
    • 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
    • Connected Moms & TechniquesClick & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 28
    • 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
    • Connected Moms & TableClick & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 31
    • 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
    • Communicating with MomClick & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 33
    • 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