BabyCenter Canada Media Mom Report

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With so much more to do, and less time to do it, moms are blending traditional and digital media in surprising new ways. Meet Media Mom: always-on, in control and changing the rules for marketers.

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BabyCenter Canada Media Mom Report

  1. 1. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 2012 Canada Media Mom December 20
  2. 2. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Use butterfly image Transformation of motherhood
  3. 3. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Personal hobbies Sleeping Quality time with spouse Socializing with friends Feeding your children Putting your children to bed Kids activities Getting children ready in the morning Cleaning the house Laundry Cooking Exercising +3.0 hours +1.5 +1.1 +1.0 +0.6 +0.6 +.05 –0.5 –1.3 –1.8 –1.9 –2.0 Fast Facts Over 8+ hours of parenting time added After Before Source: BabyCenter 21st Century Mom® Insight Series – June 2009 Mom spends her time differently Q: Before & after becoming a mom, how much time do/did you spend on average per day doing these activities?
  4. 4. © BabyCenter LLC. Confidential. All rights reserved. #21CMom© BabyCenter LLC. Confidential. All rights reserved.© BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insight Series October 2011 Motherhood impacts media usage 19% 19% 32% 10% 2% 12% 7% 49% 29% 21% 25% 46% 42% 36% Q: Which of these are you using more or less since becoming a mom? More Less
  5. 5. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is an early adopter of devices Laptop Digital Camera Smartphone MP3 player TiVo or DVR Gaming console Tablet Internet TV device Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 80% 74% 58% 45% 37% 35% 23% 17% Q: Which of the following devices do you personally own or use on a monthly basis? Fast Facts 1 in 4 moms own a tablet
  6. 6. © BabyCenter LLC. Confidential. All rights reserved. #21CMom -48% -44% -42% -36% 18% 34% 39% 40% 79% 80% Mom’s media behaviors are disrupted Live TV Magazines Newspaper Radio Stream content to TV Video online Internet from laptop/PC Recorded TV Smartphone Tablet/ eReader Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012; . 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)
  7. 7. © BabyCenter LLC. Confidential. All rights reserved. #21CMom More devices = more time spent with media Average Daily Time with Media Average time with media Own a smartphone Own Smartphone as well as Tablet or Internet TV Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. +2.8 hrs +1.2 hrs Q: In a typical day, how many hours do you spend with the following media? 8.1 hours TV 2.6 Online (any device) 4.4 Radio 0.8 Magazines 0.1Newspapers 0.1 Hours Tablet/eReader 0.1
  8. 8. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms are finding new ways to get support Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. Friends/family/other parents you know in real life Search engines Expert advice on parenting websites Other parents on parenting social media Other parents on mainstream social media Books TV Mom blog sites Online videos Apps 15% 16% 17% 19% 28% 37% 56% 59% 65% 77% Q: How often do you use the following for parenting-related information? (Daily or Weekly)
  9. 9. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms are social super-heroes 79% 59% Use social media regularly Like brands on Facebook Fast Facts: 62% of online Canadians use social networks Facebook is the window to the outside world for stay-at- home moms. With the first child, it's your connection to friends, the broader outside world. -BabyCenter Mom Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. Q: Do you use social media regularly? Please describe how much you use each of the following.
  10. 10. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is maximizing her media time More likely to be engaged in other activities while watching TV Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 48% 43% 40% 34% 22% 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: Half use social media while watching TV
  11. 11. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 57% 47% 45% 41% 28% 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 Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. Q: Which of the following reasons describe why your media habits may have changed in the past 3 years?
  12. 12. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Online is key throughout purchase process OnlineRetail storesTraditional media Mobile phone AWARENESS PURCHASECONSIDERATION Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find COUPONS or deals Decide WHERE to buy 10 20 30 40 50 60 70 80 90% Q: Imagine you are going to buy a new product. How would use each of these resources throughout the shopping process? Source: BabyCenter 21st Century Mom® Insight Series Traditional Media 33% 20% 22% 32% 33% 22% Traditional Media 33% 20% 22% 32% 33% 22% Retail Stores 33% 30% 46% 53% 19% 30% Retail Stores 33% 30% 46% 53% 19% 30% Online 71% 76% 78% 77% 62% 61% Mobile Phone 13% 14% 14%14% 20% 21%
  13. 13. © BabyCenter LLC. Confidential. All rights reserved. #21CMom There's also an app, ShopSavvy, you can use to scan bar codes. I scan the box of diapers at home and you can find where to get them the cheapest. -BabyCenter Mom Mobile is her shopping sidekick Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. Fast Facts: 1 in 5 have used shopping apps on their smartphone in the past 30 days 30% 26% 21% 8% Looked up prices online while shopping at the store Purchased something Used shopping apps Scanned product barcode for price comparison Q: Which of the following have you done in past 30 days with your smartphone or tablet?
  14. 14. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is noticing brands in new ways Online on my mobile phone Newspaper Email offers Magazine Online on Computer TV Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 6% 29% 31% 39% 39% 44% Q: Of all the places you see ads, where do you feel you most often take the time to look at ads?
  15. 15. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She expects more from advertising Relates to my lifestyle/personality Has a coupon or offer Is funny Includes a contribution to a charitable organization Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 64% 57% 39% 15% Q: I am more likely to pay attention to an ad that…
  16. 16. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She also expects more from brands Good Value Recommended by friends Products that simplify my life Environmentally conscious Products use natural/wholesome ingredients Recommended by experts Supports organizations that are important to me Source: BabyCenter 21st Century Mom® Insights Series, Canada Media Mom Report, April 2012. 25% 37% 47% 49% 51% 59% 81% Q: What are the most important characteristics of brands that speak to you?
  17. 17. © BabyCenter LLC. Confidential. All rights reserved. #21CMom How do you engage with Mom 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 optimize 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 behaviors?
  18. 18. © BabyCenter LLC. Confidential. All rights reserved. #21CMom New rules for marketing to Media Mom Understand the transformation of motherhood and how it changes women’s media habits 1 2 3 4 Anticipate her new needs, behaviors and how to reach her when she needs you Map her media journey, embrace the disruptors and engage her where she is most receptive Turn insights into action and be always on…because she is
  19. 19. © 2011 BabyCenter LLC. Confidential. All rights reserved. Questions? We’d love to hear from you. Email ca_bcsolutions@babycenter.com Marketing Manager first.last@babycenter.com (XXX) XXX-XXXX
  20. 20. © 2011 BabyCenter LLC. Confidential. All rights reserved.

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