BabyCentre UK Media Mum Report

© BabyCenter LLC. Confidential. All rights reserved. #21CMum
2012 UK Media Mum
June 2012

• Guided discussions on
BabyCentre around media usage
• Social listening among the 1MM
mums in our community
• Media and mobile “day in the life”
diaries
Social
Listening
Methodology
In-depth
surveys
660+
Respondents
• 21st Century Media Mum Survey
• 664 pregnant women or mums
in the UK with children up to
7-years- old
• Additional insights on global
Media Mum available for the US,
Canada, India, Brazil, Germany,
Australia and Russia
Behavioural
& Secondary
• comScore behavioural data
• Industry statistics on media
usage from eMarketer and the
Ofcom Communications Market
Report

Use butterfly image
Transformation
of motherhood

© BabyCenter LLC. Confidential. All rights reserved. #21CMumSource: BabyCentre 21st century Mum™ Insights Series 2010, Many Faces of Mum Report.
Everything changes for Mum
40 minutes of
daily exercise
replaced by
40 minutes of
laundry
Her
priorities
change
Design is now
the 6th most
important
criteria for
clothing – it
used to be 1st
Her
preferences
change
63% have less
in common
with their non-
mum friends
Her social
circles
change

Q: Before & after becoming a mum, how much time do/did
you spend on average per day doing these activities?
Mum spends her time differently
Source: BabyCentre 21st Century Mum™ Insights Series 2010, Many Faces of Mum Report.
Now ThenWorking
Quality time with spouse
Socialising with friends
Sleeping
Personal hobbies
TV
Exercising
Laundry
Cooking
Cleaning the house
Getting children ready in the morning
Childrens’ activities
Putting your children to bed
Feeding your children +2.9 hours
+2.5
+1.1
+0.9
+0.5
+0.4
+0.3
-0.4
-0.6
-0.8
-0.8
-1.1
-1.2
-4.3
The Facts:
Over 8+ hours
spent on parenting
tasks

NOWTHEN RUSHED GUILTY
STRESSED
+186%
+39%
+121%
RELAXED
FUN ENERGETIC
Source: BabyCentre 21st Century Mum™ Insights Series, Shopping Rituals UK, 2011.
Q: Which of these words describes the way you feel
when shopping?
+
GENERAL
POPULATIONMUMS VS
Even simple activities are altered

Becoming a Mum is the catalyst for
social media in a woman’s life
Dating, 13%
Finding first job,
21%
Getting Married,
54%
Moving, 37%
Pregnancy and
birth, 94%
Raising your
children, 79%
Changing careers,
28%
Q: What life events triggered you to seek out information
from and share opinions with others online?

Understanding the UK Media Mum
What tools
is she using
to empower
her new
life?
What
and who
influences
the choices
she makes?
What
captures
her
attention?

1 Meet the 21st Century Media Mum
2 Digital is essential in her life
3 Her path to purchase has evolved
4 Media mum is changing the rules for marketers
Agenda

Meet the 21st Century
Media Mum

8% 5%
20% 20%
45%
31%
28%
55%
52%
36%
27%
15% 13% 13%
© BabyCentre LLC. Confidential. All rights reserved.© BabyCentre LLC. Confidential. All rights reserved. #21CMum
Motherhood impacts media usage
Q:
Which of these are you using
more or less, since becoming a
mum?
More Less
Mobile
Source: BabyCentre 21st Century Mum™ Insights Series 2010, Many Faces of Mum Report.

Mum is an early adopter of devices
Laptop
Smartphone
Digital Camera
PVR or Sky Plus
MP3 player
Gaming console
Tablet
Internet TV
device
Source: BabyCentre 21st Century Mum™Insights Series, UK Media Mum Report, 2012.
86%
72%
59%
38%
35%
32%
18%
12%
Q: Which of the following devices do you personally own or use on a
monthly basis?
Fast Facts
Nearly three-quarters
of mums own a
smartphone

MEDIA
HABITS
• Facetime on iPad to
stay in touch with
family
• iPhone for photos
• iPad as sous chef
and personal
shopper
Meet the Family
Media Manager Fiona – The Technophile

-48%
-42% -39%
-30%
45%
59%
84%
19%
25%
90%
Mum’s media behaviours are disrupted
Live TV Magazines Newspaper Radio
Stream
content to TV
Video
online
Internet from
laptop/PC
Recorded
TV
Smartphone Tablet/
eReader
T r a d i t i o n a l
D i g i t a l
Q: Compared with 3 years ago, which of these are you using more or
less? (Among device owners)
Disruptors

Half won’t live without their smartphone
Source: BabyCentre 21st Century Mum™ Insights Series, UK Media Mum Report, 2012.
Q: What is the one device you could not live without, and why?
Having access to the internet,
maps, etc., whilst on the
move is invaluable to me.
-BabyCentre Mum
Smartphone
50%
Laptop/
Netbook,
25%
Desktop
computer,
5%
None of
these, 15%
Other,
6%
Because it’s a phone,
Internet, TV and
camera all in one device.
-BabyCentre Mum

53%
51%
45%
45%
19%
Flexibility & format is driving this
media shift
I’m now more connected to friends and
family, work, and/or the world around me
I can now choose from a wider
range of devices for entertainment
and information
I have more control over what media I
watch and when I watch it
I need to be able to use my media
whenever I have free time, on the go,
wherever I am
I enjoy the content I find online or via
streaming more than what I find on regular
TV or cable
Q: Which of the following reasons describe why your media habits
may have changed in the past 3 years?

MEDIA
HABITS
• YouTube app to
amuse daughter
• Catches up on
favourite TV shows
on her iPhone
• iPhone as baby book
Jen – The Memory Keeper
Meet the Family
Media Manager

Moms still watch TV, but usage is
forever altered
Fast Facts:
67% say because they have
less time, media time is much
more focused
Q:
You said that you are watching less TV since
becoming a parent. When, if ever, will return
to your pre-parenting viewing habits?
7%
15%
25%
53%
When my youngest child
turns two
starts school
grows up and leaves home
Never
I have to say my media
consumption has plummeted
since becoming a mummy. I
watch far less TV and never
watch films any more. I do
use Internet media quite a bit.
-BabyCentre Mum

TV 3.3
Online — Computer 2.4
Radio 0.9
Magazines 0.1Newspapers 0.1
More devices = more time spent
with media
Average Daily Time with Media
Q: In a typical day, how many hours do you spend with the
following media?
Hours
Offline Tablet/eReader 0.1
Online — Smartphone 1.4
Online — Tablet/eReader 0.2
Fast Facts
22% increase in media
time when mobile
devices are factored in

Average time with media Own a smartphone Own Smartphone as well
as Tablet or Internet TV
+1.9 hrs
+0.6 hrs
Q: In a typical day, how many hours do you spend with the
following media?
8.6 hours
Average Daily Time with Media
More devices = more time spent
with media

Digital is Essential
in Her Life

Mums live their lives online
Online data source: comScore Key Measures Report, UK, April 2012. Online population compared to women age 15 to 44
with 1+ children in the household.
I rely on the Internet for the
weather, news, movie times,
communication among
friends, media and shopping.
-BabyCentre Mum
Mums
Gen. Pop.
34
hours
46
hours
Monthly hours
35% more time online

0%
10%
20%
30%
40%
50%
60%
70%
5am to 8am 8am to 11am 11am to 1pm 1pm to 4pm 4pm to 6pm 6pm to 9pm 9pm to
Midnight
Midnight to
5am
Q: In a typical day, when do you use the following media?
…All day long
For Mum, prime-time is digital…
Evening
peak
Evening
peak
Prime-time
all day long
Prime-time
all day long
Live TV Recorded TV Smartphone Internet from PC

9
8
7
6
5
4
3
2
1
AVERAGEMINUTES
Day in the life:
Mobile Media Mum
Fast Facts:
Top Mum App Categories
Social Networking
Weather
Games
Search
Maps
Video
Vouchers/Deals
Health & Fitness

Mums have many sources of support
Friends/family/ other parents you know in real life
Other parents on parenting social media
Search engines
Expert advice on parenting websites
Other parents on mainstream social media
Apps
TV
Books
Radio
Magazines
Newspapers
Mum blog sites
Online videos (e.g., YouTube) 11%
11%
12%
12%
14%
21%
26%
26%
47%
48%
54%
65%
73%
Q: How often do you use the following for parenting-related
information? (daily or weekly)

Mums are social super-heroes
81%
73%
61%
48%
39%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Use social
media
regularly
Use
Facebook
daily
Like
brands on
Facebook
Use
parenting
community
daily
Use
Google+
daily
Use
Twitter
daily
Fast Facts:
Mums are 47% more likely
to use social media than
the gen. pop.
Facebook is the window to the
outside world for stay-at-
home mums. With the first
child, it's your connection to
friends, the broader outside
world.
-BabyCentre Mum
Q: Do you use social media
regularly?
Source: BabyCentre 21st Century Mum™ Insights Series, UK Media Mum Report, 2012. eMarketer.

Creating new social behaviours
Q: How has the way you use social media/community sites changed
since becoming a parent?
34%
48%
58%
68%
69%
They are useful to share information about
new products or activities for my children
They are my main lifeline to stay connected
with friends and family
They are useful to learn about new
products or activities for my children
I like to get perspective from other parents
with children the same age as mine
I enjoy sharing about my children on social
media (e.g., fun pictures, milestones,
special occasions)

Every moment matters
Mum multitasks to maximise her media time
64% 64%
55%
50%
31%
0%
10%
20%
30%
40%
50%
60%
70%
Use social
media
Talk to
someone else
Go online
on tablet or
mobile phone
Text
someone
Talk on
the phone
Q: When you are watching movies, TV, or other video, how often do
you also do the following? (always/often)
Fast Facts:
Two-thirds use
social media while
watching TV

Her Path to Purchase
Has Evolved

Online is key throughout the
purchase process
OnlineRetail storesTraditional media Mobile phone
Q: Imagine you are going to buy a new product. How would use each
of these resources throughout the shopping process?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
AWARENESS PURCHASECONSIDERATION
Get product
IDEAS
Get product/brand
RECOMMENDATIONS
Compare
FEATURES
Compare
PRICES
Find VOUCHERS
or deals
Decide
WHERE to buy

Reliance on mobile is increasing
dramatically
Q: In the past month, which of the following activities have you done
using your smartphone?
79%
48% 48%
27%
38%
33%
86%
53% 50%
46% 45%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Used a search
engine
Looked for
local stores
Watched an
online video
clip
Purchased
something
Shopped
online
Used
shopping apps
Jul-11 May-12
+9% +10% +4% +70% +18% +21%
Source: BabyCentre 21st Century Mum™ Insights Series, Mobile Mum, July 2011 and UK Media Mum Report, May 2012.

There's also an app you can
use to scan bar codes. I scan
the groceries at home and you
can find where to get them the
cheapest.
-BabyCentre Mum
Mobile is her shopping sidekick
Fast Facts:
2 in 5 have used shopping
apps on their smartphone
in the past 30 days
46%
40%
26%
16%
10%
0%
10%
20%
30%
40%
50%
Purchased
something
Used
shopping
apps
Looked up
prices
online while
shopping
at the store
Scanned a
QR code
Scanned
product
barcode
for price
comparison
Q: Which of the following have you done in past 30 days with your
smartphone or tablet?

Media Mum is Changing
the Rules for Marketers

ONLINE
+35% more time
online than general
population.
TELEVISION
59% watch more
recorded TV than 3
years ago; 12% have an
Internet TV device.
MOBILE
+70% increase
YoY in using her
smartphone to
make purchases.
SOCIAL
81% of mums use
social media
regularly; two-thirds
use social media
while watching TV.
Her media choices demand attention

How do you engage with Mum when…
Everything has changed for her
Priorities, preferences, social circles. How does your brand fit
and support her new life?
New solutions are a must
Digital solutions make it easier than ever for her to optimise her
time, money, and media. How is your brand empowering her?
There is no “regularly scheduled programming.”
You are competing for her attention. How are you
breaking through?
She is plugged in
Scanners, comparative shopping, social networks, reviews, WOM.
How are you fitting into her new shopping behaviours?

Mum is noticing brands in new ways
Online on my
mobile phone
Newspaper Online
on PC
Magazine Email offers TV
13%
15%
31% 32%
40%
55%
0%
10%
20%
30%
40%
50%
60%
Q: Of all the places you see ads, where do you feel you most often
take the time to look at ads?

She expects more from advertising
Relates to my
lifestyle/personality
Has a voucher or offer
Is funny
Includes a contribution to a
charitable organisation
65%
56%
42%
10%
Q: I am more likely to pay attention to an ad that…

Messaging to Media MumSpotlight

Spotlight Messaging to Media Mum

She also expects more from brands
13%
22%
25%
27%
28%
40%
43%
43%
50%
80%
Supports organisations that are important to me
Environmentally conscious
Products that use natural/wholesome ingredients
Recommended by experts
Understands what matters to me as a parent
Recommended by other parents
High quality customer service
Products that simplify my life
Matches my lifestyle/personality
Good value
Q: What are the most important characteristics of brands that
speak to you?

Email
Timed to her
exact stage
& mind-set
Content
Written by
award-
winning
editors;
reviewed by
medical
experts
Video
Original
content on
pregnancy,
birth &
parenting
Social
Be there for
her –
wherever
she is
Community
Access
to millions of
mums
sharing the
same
experience
Mobile
Optimised to
support her
busy life
Jun 27 2012
Remarkably right: Meeting her
needs at every stage of the journey

New Rules for Marketing to
Media Mum
Understand the transformation of motherhood
and how it changes a woman’s media habits
1
2
3
4
Anticipate her new needs, behaviours and how
to reach her when she needs you
Map her media journey, embrace the disrupters
and engage her where she is most receptive
Turn insights into action and be always on…
because she is

BabyCentre UK Media Mum Report

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