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Living La Vida Rapida: Global Moms (2008)


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Living La Vida Rapida: Global Moms (2008)

  1. 1. living la vida rapida: today’s parents living a double life at double time — focus on global moms ResearchResearch by AOL and OMD commissioned partnership between OMD and AOL
  2. 2. contents 2 Study Design 4 Meet Today’s Moms 8 Moms and Media: Exposure, Media for Family, Media for Self 23 Super Moms 10 27 Why are Moms an Important Target? 14 32 Moms and Advertising 18 35 Summary
  3. 3. study design Our qualitative sample consisted of moms aged 22-54 with home Internet access in five different cities, Stamford, In today’s world where consumers can be defined through their needs, behaviors CT- USA, London-UK, Beijing & Shang- and attitudes, there exists a large group of consumers who still seem elusive to many hai-China, and Mexico City-Mexico. marketers. Undisputed multi-taskers and gatekeepers of their families, moms are a We conducted four, two-hour in-home lucrative target. Motivated to learn more about today’s moms, OMD and AOL partnered interviews per country. with Ipsos to conduct a two-phased study including qualitative and quantitative research among online moms around the world. Pre-interview exercises included: three-day media usage journal with photos/video, and life with and Our overall goal was to understand global moms and their involvement with without media collages. media, as well as their personal values, family dynamics, purchase habits, and advertising preferences. Our quantitative sample consisted of moms aged 18+ with home Internet • What roles do various media play for moms? access in 13 countries around the world. We sampled 500 moms in • How are media used in parenting and family life? Canada, Mexico, Chile, Spain, France, • What impact do media have on buying behaviors? UK, Denmark, Germany, Russia, India and Australia, 1,000 in U.S. and 800 • How do family members influence purchase decisions? in China. • How acceptable and trustworthy is advertising? The study focuses on online moms • How do moms in various parts of the world differ from one another? who are the primary marketing target • How can advertisers and marketers leverage insights about moms to in the world today and also offers an communicate with them more effectively in an evolving media landscape? early view into how moms’ reliance on the Internet in emerging markets is impacting their lifestyle. Research commissioned by AOL and OMD 2
  4. 4. about OMD ( is one of the largest and most innovative media communications specialists in the world, with more than 140 offices in 80 countries. For an unprecedented fourth consecutive year, OMD Worldwide was recognized as the Most Creative Agency in the world by The Gunn Report for Media. OMD also had the distinction of being named Media Agency of the Year and winning a Gold Lion and two Bronze Lions at the 2007 Cannes International Advertising Festival. With another great showing at Cannes in 2008, OMD US had six shortlisted campaigns, winning a bronze in the Young Lions Competition. Worldwide, OMD saw a total of 23 campaigns on the shortlist — more than any other media agency. OMD was awarded the most Effies in 2006 and 2007, including the highest honor of Grand Effie, and took home a total of nine wins in 2008 including four gold awards. The agency is a unit of Omnicom Group Inc., the world’s largest communications holding company. AOL Advertising is part of AOL LLC, a leading global web services company. AOL Advertising helps marketers engage audiences within 80+ original brands like Moviefone, AIM, MapQuest, AOL Living and AOL Music, then extends marketers’ reach across’s global network. Ipsos is the third largest survey-based market research company in the world. Headquartered in Paris, Ipsos has operations in 56 countries, and is the only independent, publicly listed survey research company that is managed by research professionals. Ipsos MediaCT is the division of Ipsos specialized in researching the converging media, content, telecom and technology industries. 3
  5. 5. meet today’s moms Moms constantly function with a dual mindset, thinking about their own time and their family time. Mom, Madre, Mum – it doesn’t matter what language you speak; mom is still the heart and soul of the family. She’s the one who does it all! Research commissioned by AOL and OMD 4
  6. 6. The balance between “my time” and “responsible time” is very difficult for today’s moms. They are living a double life — handling parenting tasks, managing their professional and social lives and trying to squeeze out a little alone time! They are not just thinking about how to schedule their own time; they are the business managers of their families carefully plan- ning the agendas for all of the members. Their lives are so fast paced, so full and so demanding that they say their typical day consists of 27 hours! Most moms are employed full-time and continue to be in charge of day-to-day parenting. 5
  7. 7. moms social value their alone time, and their and professional lives The struggle between mom’s desire to have time alone and the reality of enjoying that alone time is clearly evidenced — even though more than half of today’s moms value their alone time, they only manage to get 1.4 hours for themselves in a typical day. Research commissioned by AOL and OMD 6
  8. 8. the art multi- of Moms are packing in 27 tasking handling 27 hours of activities in a 16-hour waking day hours of activities into their 16 hour day! Over 5 of those hours are spent working. Nearly 4 hours are spent with their families and nearly 3 hours are spent on the Internet. They spend more time on the Internet than doing chores or eating! 7
  9. 9. moms and media exposure Moms use a full scale of media in a variety of ways to live their “double lives”. They use multi-media (TV, magazines, newspapers, radio, Internet, mobile, and games) to help with parenting, as a purchase tool, as a social tool, for entertainment and relaxation and to make them more productive. Their media usage includes media for themselves, their family and for managing other responsibilities. Research commissioned by AOL and OMD 8
  10. 10. the average mom 8 day spends hours a with media The most time is spent on the Internet (2.6 hours), followed by TV (2.1 hours) 9
  11. 11. media an undoubtedly important role plays in their lives While moms are heavy multitaskers and consume media while juggling other tasks, media offers many opportunities for marketers to influence them. Research commissioned by AOL and OMD 10
  12. 12. not only do they use media in their daily lives, moms have a strong emotional also attachment to media Moms’ positive relationship with media is further proven by the emotional associations they have to each medium. Media offers a way to be entertained, to relax, and for getting tasks done. • The Internet evokes a range of emotions among moms depending on the specific usage. Search, email and commercial sites are more task-oriented. Moms’ entertainment quotient is high on digital entertainment sites while their interest levels rise on social/user-generated sites, search and commerce sites. The Internet can no longer be seen as a single medium for marketing purposes since different areas of the internet bring out different moods. • Moms are ‘relaxed’ and ‘entertained’ through television and are ‘focused’ and ‘interested’ while reading newspapers. • Magazines are viewed in a relaxed state by 18% of the moms surveyed; 17% say they are interested while reading magazines. • Gaming is entertaining to one-fifth of moms while listening to radio puts them in a relaxing mood. 11
  13. 13. the Internet was sited medium as the most important for everyday both life and for parenting information or advice Different media fulfill moms’ needs in different ways. Media such as Internet, newspapers and games are used as much for parenting as for other purposes, while the magazine is the only medium that moms find slightly more important for parenting than for other purposes. Research commissioned by AOL and OMD 12
  14. 14. moms and media: for family Moms rely on the Internet for task-oriented parenting, while TV is preferred for family entertainment. 13
  15. 15. momsrely different types on of media for parenting tasks related to the age of their children. Moms of teens and tweens rely more heavily on mobile phones to stay connected to their children; moms of younger children are relying on the Internet and for parenting advice or trying to connect with other moms via blogs or social network sites. Research commissioned by AOL and OMD 14
  16. 16. 95% co-use at least media once a week Moms and kids are spending a great deal of time together with media! This is a great way to connect with both the moms and kids at the same time. Co-usage tends to increase as children age, especially as a communication tool. Moms and kids are staying connected by emailing, talking on their cell phone, texting even IMing! 15
  17. 17. The Internet is an unprecedented parentingand resource of social networking moms among In all parts of the world, moms have created their own online communities and rely on these online communities in all of their parenting needs. Not surprisingly, younger moms are leading the way… Over half of the 18-34 year old moms say the Internet has provided them with access to a broad range of parenting advice or tips. 4 in 10 of the younger moms (18-34 years old) say they have shared parenting advice or tips with others on the Internet. Research commissioned by AOL and OMD 16
  18. 18. parentingand child activities related internet #1 were moms the online activity for Moms use the Internet quite frequently for guidance on parenting or helping with their children’s needs, like school work. They also use the Internet as a search tool, for emailing, and to gather informa- tion on the latest news, weather or for research on consumer products. 17
  19. 19. moms internet value of the see the for their children but want to monitor & balance their usage… ...and would like their kids to focus on other activities as well. Research commissioned by AOL and OMD 18
  20. 20. moms andmedia: Media clearly helps moms in parenting by providing information and by acting as a for self medium to connect with the family. In addition to parenting, moms extensively use media for non-parenting tasks and personal entertainment. Moms are creating an online community: The Internet is a life- line to the outside world and is no longer just a productivity tool. This is especially true in emerging markets like Mexico and China, where 80% and 78%, respectively, say the Internet is a lifeline to the outside world. 19
  21. 21. tv preferred is for recreation ...but at least 1/3 of today’s moms use the Internet and digital media (especially video/ online games) for recreation. Research commissioned by AOL and OMD 20
  22. 22. moms look to digital and other media for a variety of tasks they perform for themselves Moms use the Internet for very pragmatic purposes – shopping, gathering information, finding coupons and sales. TV is still the main source for news; however nearly 30% now say the Internet is their main source. 21
  23. 23. younger & urban drive moms adoption of digital media and community-oriented online activities The multi-faceted use of Internet by the young moms today is a sign of increasing internet usage among moms in the future. Research commissioned by AOL and OMD 22
  24. 24. super moms The super-busy lifestyle and constant juggling between work, family and self has led to the creation of “super moms”. Younger moms are more likely to describe themselves as “super moms”. Four in ten moms in Canada, France and China say they’re “super moms”. 23
  25. 25. super moms strive harder balance aspects to different of their lives... they place higher value on their career and social lives than other moms. Research commissioned by AOL and OMD 24
  26. 26. super moms co-use technology newer more than other moms They feel the need to know all that is going on with their children, and utilize the latest technology. 25
  27. 27. super moms rank high on using the internet for parenting- specific activities While the general internet usage of Supermoms is not that different from other moms, they rely much more on the internet for parenting- specific tasks. Research commissioned by AOL and OMD 26
  28. 28. why momsan ? are Moms are an important important target target audience for marketers and advertisers because not only are they the primary decision makers in their households, but half of them actively recommend products/ brands to others. Supermoms are power recommenders, with 72% passing along brand/ product information. They are the technology leaders among today’s moms and tend to be brand loyal. 27
  29. 29. influence of household members in purchasesiscategory Moms’ influence is especially high when it comes to baby products, clothing, beauty specific products, groceries, health products and also have a large say in books, movies, music, games, business services. Co-decision-making between moms and their partners is clearly seen in financial services, home décor, QSR, tickets and travel. While most moms say that their partners influence more in categories like autos, computer equipment and electronics, a significant number of moms jointly decide with their partners in these categories. Some category purchases are influenced by the child/children in the household like books, music, movies and games, QSRs, and toys. Research commissioned by AOL and OMD 28
  30. 30. busy working moms moms single are and more influenced by their children Tweens and Teens tend to influence purchases much more than younger children and probably take a consultative role. 29
  31. 31. the internet is very influential helping moms in decide what buy... to ...This is mainly achieved through search, commerce sites, portals and online networking. Moms also rely on word of mouth to pick the best that market offers. This aligns well with the fact that half of today’s moms recommend products/ services to others, making WOM a strong & fast channel to pass information — be it good or bad! Research commissioned by AOL and OMD 30
  32. 32. moms not research only products services and online but also purchase online 31
  33. 33. moms & • There is a consistently high correlation between advertising acceptance and trust. advertising • When moms are more willing to accept advertising on a medium, they also tend to trust the advertising on that medium as well. • Media like TV, radio, news- papers, magazines, Out-of- Home have high levels of ad acceptance and trustworthiness. • For media that are singularly directed and not broadcast (like email, direct mail, etc), moms are more open when they opt for advertising on such media rather than unsolicited ads. • As today’s moms actively seek information, it’s no surprise that online word of mouth is high on trust. • While the relationship between advertising acceptance and trustworthiness remains similar among moms across the world, there are some country differences. Research commissioned by AOL and OMD 32
  34. 34. adstraditional in media accepted continue to be moms by The lowest advertising in most countries acceptance through tradtional media is seen in France, Australia and Spain while the highest acceptance is seen in Chile, Mexico and India. Online/email ads are quickly catching up particularly in Chile, Mexico and India. 33
  35. 35. demographics impact ad acceptance as well Younger moms (18-34 years) are more willing to accept online/ email/mobile ads than older moms. Research commissioned by AOL and OMD 34
  36. 36. summary This study reveals five key trends of critical relevance to marketers and media planners. First, with all the multi-tasking they do, today’s moms are essentially living in “double time,” averaging a 27-hour waking day. Eight of those hours are spent using media, mainly for parenting advice and tips, led by the Internet at 2.6 hours per day. Second, don’t underestimate moms as early adopters and influencers. Globally, 38% of moms describe themselves as trying to be “supermoms,” a group highly likely to influence their peers and be early adopters of technology. Third, looking at the emotional resonance of various media, including overall trust, provides a new and important way to look at Media’s influence on moms. Survey findings showed substantial differences in emotional impact by media type, with Television’s and Radio’s primary footprint being “entertained” and “relaxed,” while Newspaper veered toward “focused” and “interested.” Even within the internet experience, moms relate search to feeling “task-oriented, focused, and interested,” while digital sites felt like “entertainment.” In addition, there is a tight correlation between a mom’s trust in a medium and her acceptance of its advertising messages. For example, TV, radio, and newspaper media have both significantly high trust and “ad acceptability” ratings, while online banner ads, mobile and text messaging score lower on both. The take- away here is that there’s room for digital marketers to differentiate themselves with high-quality advertising that connects with consumers in a credible way. A fourth and interesting revelation is that three out of five moms say that the internet has become a “lifeline” for them, especially among higher-income moms (70%). This trend seems likely to continue, as younger moms report higher usage than older moms have a higher tendency to use new media such as social networking sites. Finally, it’s important to consider today’s family as a team when it comes to media usage and decision-making. Most moms co-view TV, the Internet and other media with their kids and share purchase decisions across an array of categories from toys to music. 35
  37. 37. Research commissioned by AOL and OMD Project Directors: Mike Hess and Gautam Peri, OMD Stu Rodnick and Liz Bloom, AOL Special thanks to Kathy Grey and Nija Nair from OMD for their help in writing this booklet and to 360 Creative from AOL for designing and producing all presentation materials.
  38. 38. Research Inquires can be directed to: Mike Hess Director of Global Research & Communication Insights, OMD Tel: 212.590.7383 Email: Stu Rodnick Senior Director of Strategic Insights, AOL Tel: 917.534.5069 Email: