Vincent de lorca babycentre - mml 2013

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Vincent de lorca babycentre - mml 2013

  1. 1. © BabyCentre, LLC. Confidential. All rights reserved.© BabyCentre, LLC. Confidential. All rights reserved. Vincent DeLorca, UK GM, VP Global Partnerships @MumInsightsUK October 3, 2013 2013 Mobile Mum Report 21st Century Mum™ Insights Series
  2. 2. © BabyCentre, LLC. Confidential. All rights reserved. BabyCentre is a leading UK pregnancy and parenting web and mobile destination 2Source: comScore US Multi Platform, August 2013. Boston Consulting Group, independent study of parenting websites, March 2012. TrustedGlobal Leader 35MM users, 2.9MM in the UK alone Influential Mobile First Nearly 1 in 5 mums visit BabyCentre every day Most popular social site for product recommendations among mums Reaching +43% more mums via mobile than our closest competitor
  3. 3. © BabyCentre, LLC. Confidential. All rights reserved. Year over year mobile growth among mums is astounding Source: BabyCentre 21st Century Mum™ Insights Series: 2013 Mobile Mum Report, September 2013. * Note: Compared to 21st Century Mum Insights Series Media Mum, April 2012. Q: Which of the following do you own or personally use? (among Mums) +34% +110% 72% 18% 87% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone (e.g., iPhone, Android) Tablet PC (e.g., iPad, Samsung Nexus) 2012 2013 +21% +128%
  4. 4. © BabyCentre, LLC. Confidential. All rights reserved. 0% 10% 20% 30% 40% 50% 60% 70% Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Mobile Phone Share of Total UK Site & App Visits We identified growth early on and continue to build with Mobile Mum in mind Source: Omniture Web Analytics, Internal Tracking, January 2010-July 2013 JUNE 2010 Mobile optimised site DECEMBER 2010 My Pregnancy Today App for iOS MARCH 2011 My Pregnancy Today App for Android APRIL 2013 Responsive Design JULY 2013 My Baby Today App for iOS
  5. 5. © BabyCentre, LLC. Confidential. All rights reserved. Mums rely on different devices for different needs Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Mobile Mum Report, September 2013. Watching TV/video Writing email Reading email Looking for information Social networking Q: Which device are you most likely to use for each activity? 22% 26% 52% 27% 10% 63% 66% 7% 27% 43% 19% 38% 74% 10% 16%
  6. 6. © BabyCentre, LLC. Confidential. All rights reserved. Her smartphone is an essential tool 3 in 5 say they reduce the isolation of new motherhood A connection to the outside world Her do-everything device 40% say their smartphone is like “my backup brain” More important than her wallet 30% would return home for their phone, but not their wallet “It’s frustrating when sites aren’t easy to use from my mobile.” —BabyCentre Mum Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Mobile Mum Report, September 2013.
  7. 7. © BabyCentre, LLC. Confidential. All rights reserved. Reliance on her do-everything device has grown exponentially year over year Source: BabyCentre 21st Century Mum Report: 2013 Mobile Mum, September 2013. +100% +110% +77% -41% +411% Smartphone activities (past 30 days) 2011 2013 Social 82% 83% Weather 62% 80% Productivity 31% 62% Photos / Video 29% 61% Maps / GPS 31% 55% Music / Podcasts 38% 53% Shopping 49% 50% Health 40% 48% Banking / Finance 9% 46% Gaming 70% 41%
  8. 8. © BabyCentre, LLC. Confidential. All rights reserved. Mobile amplifies her social activity Q: How often do you visit each of these types of sites or apps on your smartphone or tablet? (Weekly or more often) 87% 67% 60% 53% Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Social Mum Report, April 2013. The Facts 63% more likely to prefer checking social media on her smartphone than on any other device 81% use parenting social media for brand and product recommendations
  9. 9. © BabyCentre, LLC. Confidential. All rights reserved. Social media drives purchasing Source: BabyCentre 21st Century Mum™ Insights Series: 2013 Social Mum Report, June 2013 Posts from a fellow mum are 73% influential than posts from a brand more make purchase decisions based on3 in 5 recommendations from other mums online 68% rely on parenting communities for product recommendations
  10. 10. © BabyCentre, LLC. Confidential. All rights reserved. Mum’s smartphone makes her a smarter shopper 66% 57% 54% 53% 46% 45% 37% Visited a retailer or shopping site Searched for information about a product or service Read product reviews and recommendations Looked for local stores Shopped online Purchased something Used shopping apps Q: Which of the following shopping-related activities have you done on your smartphone in the last 30 days? Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Mobile Mum Report, September 2013. “I love being able to catch up on deals on my mobile while out and about.” —BabyCentre Mum
  11. 11. © BabyCentre, LLC. Confidential. All rights reserved. Mobile is critical throughout the purchase process Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Mobile Mum Report, September 2013. AWARENESS PURCHASECONSIDERATION Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find vouchers or deals Decide WHERE to buy 21% 20% 20% 23% 15% 16% 45% 41% 44% 49% 29% 32% 0% 10% 20% 30% 40% 50% 60% 2012 2013 +147% +133% +114% +105% +120% +113% +93% +100%
  12. 12. © BabyCentre, LLC. Confidential. All rights reserved. Mums use their phone to research all products Whether she buys depends on the category Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Mobile Mum Report, September 2013. 58% 57% 55% 50% 48% 41% 39% 39% 35% 15% 23% 41% 39% 13% 33% 15% 20% 14% Baby Gear Food & Beverage Apparel Shoes & Accessories Travel Music, Movies & Video Home Improvement / Décor Personal Care / Beauty Nappies and/or wipes Researched Purchased Q: What kinds of items have you researched and/or purchased using your smartphone? Top Shopping Apps 32% 31% 6%
  13. 13. © BabyCentre, LLC. Confidential. All rights reserved. Mum’s research is happening on her smartphone, while she shops 94%93% 88%88% 62% 44% 45%42% 2% 35% 13% 20% 58% 26% 0% 21% 3%2% Living room while watching TV In bedIn a store while shopping KitchenBathroomChild(ren)’s room Smartphone Tablet PC Laptop Q: In the past 30 days, where have you used each device? 88%
  14. 14. © BabyCentre, LLC. Confidential. All rights reserved. 4 in 5 moms notice ads on their smartphone Build mobile creative with utility in mind +15% Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Mobile Mum Report, September 2013 35% 21% 12% 10% 10% 10% 9% 8% 8% 7% 5% 5% Coupon Deal nearby GPS to show deal nearby Ads for a useful app Email for product info to review later How to videos on how to use the product Give mobile number for coupon Scan bar codes for more info Integrated with your camera Credits for apps or music Click to call the store featured in the ad Subscribe to a newsletter Features in ads most appealing to mums
  15. 15. © BabyCentre, LLC. Confidential. All rights reserved. Mum’s mobile device is an essential tool. Deep integration into every part of her life creates countless ways for marketers to engage. 1 No social media strategy is complete without mobile. Align marketing with Mum’s mindset and give her the tools to amplify your message. 2 Streamline the path to register. Leverage mobile to create an immediate connection between information and action. 3 Mobilise the message. Build creative with utility. Media consumption has, and will continue to evolve.4 Key takeaways
  16. 16. © BabyCentre, LLC. Confidential. All rights reserved.© BabyCentre, LLC. Confidential. All rights reserved.© BabyCentre, LLC. Confidential. All rights reserved.© BabyCentre, LLC. Confidential. All rights reserved. vincent.delorca@babycentre.co.uk @MumInsightsUK www.babycentresolutions.co.uk Thank You

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