How to reach Mums via Technology


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This Research was presented and released at Social Media Club Auckland (at Telecom NZ, 10 May 2011 >

The study shows how Mums in NZ are embracing technology and social networking as part of their everyday busy lives.

The insights are especially powerful since Mums control the lion's share of household spending.

The SMCakl evening featured a robust panel discussion exploring Questions like: Where do Mums spend their time online? What do they buy? How do they manage their time? What platforms and activities do they engage with online... ?

Published in: Technology, Business

How to reach Mums via Technology

  1. 1. How to reach mums through technolgy? Dispelling the myths perpetuated about mums and technology Research from Sept 2010 - Oct 2010 Presentation to Social Media Club Auckland New ZealandWednesday, 11 May 2011
  2. 2. Why Mums are really important to retail brands Women control over 85% of purchasing decisions in households. Mothers are an important subset of this group. First time mothers have turned to social media for support, advice and fame. This study focussed specifically on women with children, as better understanding of their online behaviour enables brands to create more effective online communication solutions to this particular audience. Brands that effectively connect and engage this audience will gain significant benefits from the advocacy of this influential audience.Wednesday, 11 May 2011
  3. 3. Methodology Desk Research Survey to Social Media Hypothesis Observations Xploring 1000 Monitoring NZ mums In-depth interviews Refine This was a very in-depth process, which took over two months to complete. The final survey ran online for two weeks, allowing enough time to spread naturally through the social web.Wednesday, 11 May 2011
  4. 4. Two types of mums identified From initial interviews to plot each mothers communication needs and behaviour by their life stage, it became clear that we could group mums into two basic groups. “Stay at “Working” home”* Mums Mums (paid) *As interviewees described themselvesWednesday, 11 May 2011
  5. 5. 7 key observations 1. Pregnant woman and new mothers increase their usage and alter the way they engage in social media and technology. 2. New mothers want to feel connected and express themselves. 3. New mothers want a trusting relationship with a variety of interest groups and like minded online friends. 4. Women want to interact with other mothers and get advice they can trust. 5. There are ‘superstar’ and celebrity Mummy bloggers in NZ. 6. Some mums really value the anonymity social networking affords them. 7. Woman of all ages are quick to embrace and adopt digital experience.Wednesday, 11 May 2011
  6. 6. Hypotheses to test 1. Technology is a natural part of life. 2. Mums’ snack information. 3. Mums’ shop online, and share the real story 4. Kiwi mums’ are socially creative.Wednesday, 11 May 2011
  7. 7. Social Media: Looking at the resultsWednesday, 11 May 2011
  8. 8. Conversations about feeling hectic dominate Mums are hectic and so are pro’s at snatching moments of time and engaging in activity on the go - they are adept at “snacking” information. We identified a trend of being more ready to use mobile internet. Feelings things are hectic Benefits of mobile internet Key Words: Just did AND family, Phew AND Kids, Quickly AND Kids, Key Words: I want AND Android, Mummy AND iPhone, Phone AND Quick AND Easy changed my life, Love AND iPhoneWednesday, 11 May 2011
  9. 9. Social media monitoring conclusion Send email News online Professional While they are Mums all the time, they multi-task Woman Techy incredibly. Text a relative FB Update In most cases, these women dedicate set times to different tasks. Wife/Partner MUM Medic Youtube Online gaming entertainment Nutritionist Example of Sanity/ Artsy Snacking time Educator Example of Task time Check Cup of tea forumWednesday, 11 May 2011
  10. 10. The SurveyWednesday, 11 May 2011
  11. 11. Who took part? The online survey reached approximately 1000 Mums through popular Mums forum - Mums on Top. We ensured woman from all age groups were included, although the majority of woman reached are 25 to 40 yr olds. The reach through our survey 3000+ Mums Mums on TopWednesday, 11 May 2011
  12. 12. Survey results Do you own a phone that can browse the internet? Yes - 71.9% How much “me time” do you think you have? Majority: 30 mins - 3 hrs p/wk Other than calls, txts and photos, activities that Mums All the time Never use their phone for: Browsing the internet 33.6% 43.3% Sending/receiving emails 30.8% 56.9% Checking the news 23.5% 57.2% Connect with friends/family via facebook/twitter or 37.4% 45.5% other SMWednesday, 11 May 2011
  13. 13. Why you like to shop online? Not surprisingly, almost all mums said they love to shop online because it is convenient. Approximately half of all mums said they also shop online because of these key drivers; 1. “It saves me precious time” 2. “Its cheaper” 3. “I like the feeling of packages arriving at my house” 4. “I can research my purchase better.”Wednesday, 11 May 2011
  14. 14. Online reviews and research How important are online reviews, When you find products online, when shopping for products? do you research them further? Essential Yes always Very important Mostly Important Sometimes but not always Important, but only for certain things RarelyGood to check, but not a deal breaker I don’t look Never at reviews When making an online purchase, Research and Reviews are very important to mums. Only 2% of all mothers surveyed don’t look at reviews at all, and only a tiny 1% don’t research a desired product online.Wednesday, 11 May 2011
  15. 15. Wednesday, 11 May 2011 Groceries Books Clothes Baby Products Travel (incl. accomodation) Maintenance Services Wine Technology/ Electronics Toys/Video games Health & Beauty products What products do you buy online?
  16. 16. What do you engage with online? A whopping 70.4% of all mothers watch Youtube videos. Interestingly, this was especially true of older mums. Reading blogs came second with 61.2% of all Mums claiming to do this. Third equal was participating in or reading online chat rooms and playing Facebook games.Wednesday, 11 May 2011
  17. 17. Confirmed hypotheses Mums are adept at using the internet, and contrary to some myths, are incredibly heavy users of digital and social media. They use it to be productive, creative and to entertain themselves. Communicating to NZ mums online, in the specific ways that suit them best, is a huge opportunity for NZ brandsWednesday, 11 May 2011
  18. 18. Thank you • For more information about this research please contact @peeyooshchandraWednesday, 11 May 2011