BabyCentre 2013 UK Social Mum Report

© BabyCentre LLC. Confidential. All rights reserved. #21CMum
June 2013
2013 UK Report

Methodology
In-depth
Survey
1,700+
Respondents
• Survey of mums compared
to general online population
• 1,088 expectant women or
mums 18-44 with kids up to
8 years old (mean age 34)
• 693 other online adults,
weighted (mean age 41)
• May 2013
Behavioural
& Secondary
• eCommerce: Online
spending
• Behavioural analytics
• Mums 18-34 compared to
Internet users age 18+
Qualitative
Research
• Social media diaries
• New and expectant mums
• Recruited from across the
UK via the BabyCentre
Community

Agenda
1 Mum is a social leader
2 Social powers her life
3 Different social for different needs
4 The most social consumer you’ll meet
5 Marketing to Social Mum

Social media is fundamental for Mum
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013.
88%
77%
Mums Gen Pop
Q: Do you use social media (e.g., Facebook, Twitter,
BabyCentre Community) regularly?
Fast Facts
+15% more
likely to use social
media

Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore desktop UK data, W15-34
with children compared to Internet population age 18+, April 2013. comScore Multi Platform UK data, women 15-34, March 2013.
It’s where she spends her time
8.2
9.1
11.2
Gen Pop Mums Mobile W15-34
(GSMA only, wifi
not included)
+11% +37%
I can catch up on
friends lives even when
I don’t have time to email
or call them.
BabyCentre Mum
Total monthly hours spent on
comScore social networking category

72%
67%
25%
15% 14%
8%
79% 79%
27%
20%
17%
9%
Facebook YouTube Twitter Tumblr Instagram Pinterest
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore desktop US data,
W18-34 with children compared to Internet population age 18+, March 2013.
Mums lead across major platforms
W18–34 with kidsGen Pop
+8% +33% +21% +13%+18%
% reach
+9%
Fast Facts
On a monthly
basis, not
including mobile,
mums spend an
average of:
• 8.1 hours on
Facebook
• 5.2 hours on
YouTube
• 3.7 hours on
Tumblr

Social powers her life

86%
72%
18%
32%
38%
12%
82% 82%
51%
41%
30%
18%
Laptop Smartphone Tablet PC Gaming console PVR or Sky Plus Internet TV
device
Media Mums are early adopters
-4% +13% +183% +28% -22% +47%
* Note: Compared to 21st Century Mum Insights Series Media Mum, June 2012.
Q: Do you have any of the following
devices or services?
Mums, 2012 Mums, 2013

Mum spends her time differently
Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 146 UK women age 18+ with at least one
child under 18 years old.
-4 -3 -2 -1 0 1 2 3 4
Cooking
Cleaning the house
Getting your children ready in the morning
Kids activities
Doing Laundry
Putting your children to bed
Feeding your children
Playing with your children
% change in # of hours
Fast Facts
+9 hours of
parenting time added
Watching television
Exercising
Socialising with friends
Sleeping
Pursuing personal hobbies
Spending quality time with your spouse / significant other
Working outside the home
Q: On average, how many hours in an average weekday do you
currently spend doing each of the following activities?
More Hours Less Hours

I just don't want to be one of those people that only hangs about
with other mummies but I must admit that sometimes I find it easier
as we can talk about these things without boring other people.
—jellybaby1984
‘‘
’’
Her social behaviours change
dramatically
53% have less in common with non-mum friends,
starting in pregnancy
80% say their new mum friends are very
important to them
68%
use parenting social media for brand
& product recommendations
(+42% from 2009)

Social media makes life better
Connection
44% are
communicating
more through
social media and
emailing less often
Discovery
2x more likely
to say social
helps her get
information
quickly (53%)
Sharing
81% share
family
milestones
on Facebook

Fueling health and wellness
Gen Pop Mums
Q: Which of the following have you done using social media,
related to health, fitness or personal goals?
Commented on someone
else’s achievement or goal
Joined a group
Used a social health tool
Post about achievements
Posted a picture
Make others more aware of my
goals so they can support me
+75%
+57%
+92%
+56%
+113%
+57%
28%
21%
13%
16%
11%
8%
7%
49%
33%
25%
25%
18%
17%
11%
Asked for donations for a charity
+64%

Redefining the TV experience

It even comes before tea
50%
26%
30%
71%
60%
55%
Email Facebook Text messages
Q: Which of these do you check first in the morning?
+42% +131% +83%
Gen Pop Mums
Facebook is the first
thing I check in the
morning and the last
thing I do at night! I’m
definitely addicted.
BabyCentre Mum

81%
83%
53%
78%
42%
12%
21%
89%
84%
60%
67%
57%
53%
37%
Mobile & Social: 1+1=3
Q: How often do you visit each of these types of sites or apps
on your smartphone or tablet? (Weekly or more often)
Gen Pop Mums
+10%
+1%
+14%
+76%
-14%
Facebook
Twitter
Pinterest
Parenting
communities
Personal
email
Fast Facts
2.5x more likely
to prefer checking
social media on
her smartphone
Blogs
+342%
Tumblr +36%

Trend Watch
Private Sharing + Control
Sharing
moments that
matter
One-on-one
group
messaging

Different social for
different needs

Social networks mirror
real-life connections
Local Area
Mums’ Group
Secondary
School
Family
University

Local Area
Secondary
School
Family
University
Shared interests drive deeper
connections
Books
Food
Tennis
Travel
March 2013
Birth Club
Mums’ Group

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Facebook Twitter Pinterest BabyCenter
Facebook is for socialising & sharing
Q: Which of these sites or types of sites do you use for each
activity?
Sharing photos or video
Sharing family milestones, photos, events
Socialising
Fast Facts
3.2B likes
and comments on
Facebook daily
300M photos
uploaded daily

Twitter is for following news,
brands, celebrities
Q: What’s the best thing
about Twitter?
Twitter is great to get
breaking news on all types of
topics quickly. It enables me
to interact with celebrities and
it’s a great way to pass time.
BabyCentre Mum

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Facebook Twitter Pinterest BabyCenter
Parenting social media is for
support & information
Health or medical advice
Product recommendations
Support from those in similar situations
Getting answers
Q: Which of these sites or types of sites do you use for each
activity?
My least favourite
thing about being
pregnant with
twins; buying a
new car!
BabyCentre Mum

Parenting communities are about
advice, shared experiences, Q&A
Q: What’s the best thing about parenting communities
(e.g., BabyCentre Community, Netmums)?

© BabyCentre LLC. Confidential. All rights reserved. #21CMumSource: BabyCentre 21st Century Mum™ Talk Tracker™, June 2013.
Her conversations reflect endless
choices along the journey
0
20
40
60
80
100
120
140
160
180
200
UK: Nappy
US: Diapers
INDEX

21%
87%
8%
47%
71%
9%
88%
35%
12%
Spotlight Where would Mum put each post?
We’re having
a boy!
What’s the best
BPA-free bottle?
Which car is best
for my family?

0
20
40
60
80
100
120
140
160
Preg
1
Preg
2
Preg
3
Preg
4
Preg
5
Preg
6
Preg
7
Preg
8
Preg
9
Birth 1
mo
2
mo
3
mo
4
mo
5
mo
6
mo
7
mo
8
mo
9
mo
10
mo
11
mo
12
mo
Pinterest
Source: BabyCentre 21st Century Mum™ Talk Tracker™, June 2013.
INDEX
Preparing for
the baby
Baby sleeping
through the
night
Pinterest inspires Mum
Prep for baby’s
first birthday
Absolutely obsessed with
Pinterest. It has some fab
inspiration :)
BabyCentre Mum

Trend Watch
Visual and Creative Sharing
Chief Memory Officer
meets Mobile Mum

The most social
consumer you’ll meet

Mums spend more
Mum spends
more online
vs.
general population
£222
£240
£251
General
Population
Women 18+ Women 18+ with
children
Quarterly Online Spending
Per Buyer
Fast Facts
Mums are 34% more
likely to spend online
than the average
online adult
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. comScore eCommerce
data, Q1 2013.

Social Mum is well connected
Q: Approximately how many people are you connected to on
Facebook?
48%
60%
General Population Mums
% with 100+ friends
+25%
Fast Facts
Half of BabyCentre
Community members visit a
Birth Club each month
Typical BabyCentre Birth
Club has:
• 2K+ members
• 30K+ posts
• 300K+ comments
Source: BabyCentre 21st Century Mum™ Insights Series, 2013 Social Mum Report, June 2013. BabyCenter Internal Logs,
May 2013.

76%
14%
6%
23%
18%
37%
Common interests expand
her network
Q: For each of these sites, what types of people are you connected
to? (among mums)
People with whom I have a common interest, but haven’t met in personFriends/Family
Fast Facts
42% share information
with the BabyCentre
Community that they
would prefer not to
share on Facebook
Extended network

Social media drives purchasing
64%
49%
47%
37%
28%
23%
15%
A mum recommended it
on a parenting site
A brand posted a voucher or
other offer on a social network
A friend liked or posted about
the brand on a social network
The brand posted
information on a social network
You saw a picture on Pinterest
You saw a sponsored
ad on a social network
You saw someone following
the brand on a social network
Q: Have ever bought something because...
Fast Facts
Posts from a friend are
27% more influential than
posts from a brand
Posts from another mum
are 73% more influential
than posts from a brand

For everything from food to clothing
Q: What have you bought as a result of seeing something posted or
advertised in social media?

Trend Watch
Social Commerce
Easy to use and lots of gifts
are under £10. Nice to send
to people if u can’t be there
for a birthday or even if they
are having a rubbish day.
!

Marketing to Social Mum

E-COMMERCE
Mums are 34% more
likely to spend online
than gen pop.
TELEVISION
Half of mums post on
Facebook about shows
they are watching.
TABLET
183% growth
YOY ownership
among mums.
MOBILE
Mum is 2.5X more
likely to prefer
checking social
media on her
smartphone.
Social Mum demands attention

Marketers are engaging her

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Brands must understand
Mum’s mindset
Q: On which of the following social media do you do the following?
(among mums)
Share a coupon/offer
Like/Follow a friend or brand
Research products
Is there a difference
between shampoos? Does
an expensive shampoo
make a difference to your
hair or are you better off
saving your pennies and
getting supermarket own
brand at £1?
happytired

Spotlight Messaging to Social Mum

TBD
Social
platforms
Sarah — The ResearcherSocial Mum
I use social media to
research things and find
out information, and to
connect with companies
and retailers I use.
I haven’t told anyone I’m pregnant yet, but my belly is starting to
grow! Any advice on where to shop for maternity jeans?
BabyCentre Nov 2013 Birth Club

She expects to save and learn
from brands
Q: Why do you like or follow brands on social media?
Gen Pop Mums
+29%Vouchers, discounts
Find out about new
products early on
Have bought or
use the brand
Got recall
information
Currently shopping for
this brand’s product
Endorse the brand
to others
+53%
+90%
+55%
52%
30%
19%
10%
11%
7%
67%
43%
29%
19%
17%
8%
+43%
+14%

Spotlight Engaging Social Mum with content

She shares when she cares
Q: Which are you most likely to do on social media in
response to charitable causes?
Gen Pop Mums
Like a company
supporting it
Share/Repost/Retweet
a comment about it
Donate via
social media
35%
21%
15%
50%
36%
18%

She expects social
solutions
Are you enabling her to post,
pin, share and connect around
your brand?
Her influence is
growing
How can you move from
engaging mum, to inspiring
her to advocate?
Her life is transformed
Do you anticipate her
new needs, priorities
and preferences?
Social powers her life
Are you reaching her in
her channels and platforms
of choice?
She’s listening, how do you talk
to her when…

New rules for marketing to
Social Mum
Recognise she’s different, and so are her needs;
how and what you talk about matters
1
2
3
4
Create a give-and-take relationship based on
what she finds valuable
Listen to her. Act on what she says; if she asks
a question, answer it – every time
Talk to her about things that have nothing to
do with you
Support her busy life, don’t make demands,
nurture her journey5

BabyCentre 2013 UK Social Mum Report

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