Mom Consumer Research Panel

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Mom Consumer Research Panel

  1. 1. ¡VIVA LA FAMILIA! FIESTA 2008 RESEARCH PANEL HISPANIC MOM INSIGHTS For marketers seeking to capture share among Hispanic women as they explore new brands and product categories as parents, and make purchasing decisions tied to family needs. Todobebé, the global family brand and multi-media company dedicated to the adventures of parenting, gathered key consumer insights about its U.S. Hispanic Mom audience via its latest ¡Viva la Familia! Fiesta research panel. The 2008 panel consisted of approximately 9,000 moms across 43 states, recruited through the ¡Viva La Familia! multi-media marketing program targeting Spanish-speaking moms with children 0 to 5 years old in the home. “Over the last 10 years we have received feedback from hundreds of thousands of moms about every topic, preference and concern facing them in the U.S. and around the world. Their voices are represented in our book, video, websites, forums, events, and hundreds of episodes of Radio and Television,” said Jeannette Kaplun, Todobebé’s co-founder and Chief Content Officer. “We would not exist without the chance to connect directly and learn from our audience.” The questionnaire covered demographics, consumer activities, media and technology use, and rd retail and brand preferences. The data was collected via the Internet through a 3 party survey platform, with the number of participants audited by Nielson Research. These results provide a window into the Hispanic Mom market, women who make up 1 out of 4 new moms in the United States today and 80 billion dollars in consumer purchases a year. A few highlights of the survey panel are listed below: Panel participant demographic breakdown: 73% Spanish-dominant or Spanish-preferred 79% Married 48% Full-time moms 61% Pregnant or planning a pregnancy 88% At least one child living in the home 63% At least one child under the age of 3 58% At least one child between ages 3-5 Panel participant media & digital usage & preferences: 66% Get parenting information on TV 75% Get parenting information on the Internet 87% Visit the Internet frequently 58% Have a broadband Internet connection 66% Know how to upload photos and videos Panel participant social behaviors & spending: 73% Shop most frequently at Walmart 78% Host at least one party or family event per year 76% Spend more than $100 on their party For more information about this panel, see below pgs 2-6. To learn about 2009 Fiesta research opportunities, contact Lois Mosgrove, VP Marketing of Todobebé at lmosgrove@todobebe.com. Copyright Todobebé, Inc. 2009. Proprietary. All Rights Reserved. Confidential. 1
  2. 2. TODOBEBE PROPRIETARY RESEARCH ¡VIVA LA FAMILIA! PANEL, MAY/JUNE 2008 PANEL DEMOGRAPHICS Are you (or your wife) pregnant or planning a pregnancy? Currently Pregnant 39.7% o Planning a Pregnancy 20.9% o Neither 39.4% o Is this or will this be your first pregnancy? Yes 23.5% o No 76.5% o If you are planning a pregnancy, when do you intend to become pregnant? Within 6 months 19.6% o Within 12 months 7.4% o Within 2 years 15.6% o Not Certain 57.4% o Including yourself, how many persons 18 years of age or older are currently living in your household? 0 0.0% o 1 9.7% o 2 53.5% o 3 17.3% o 4 10.9% o 5 4.5% o 6 2.5% o 7 1.5% o How many children under the age of 18 are currently living in your household? 0 12.0% o 1 38.3% o 2 29.2% o 3 13.3% o 4 5.1% o 5 or more 2.2% o Which of the following best describes the age or ages of the children 17 or under living in your household? 0-3 22.3% o 4-6 13.2% o 7-12 19.0% o Copyright Todobebé, Inc. 2009. Proprietary. All Rights Reserved. Confidential. 2
  3. 3. 13-23 21.6% o 2 to 5 years of age 39.6% o 6 to 11 years of age 22.8% o 12 to 17 years of age 16.1% o How many of the [[Q9]] children living in your home are under the age of 3? 0 23.1% o 1 62.8% o 2 11.8% o 3 1.7% o 4 0.5% o 5 or more 0.5% o How many of the [[Q9]] children living in your home are 3 to 5 years of age? 0 43.3% o 1 41.6% o 2 11.9% o 3 2.6% o 4 0.7% o 5 or more 0.8% o How many of the [[Q9]] children living in your home are 6 to 11 years of age? 0 68.2% o 1 23.3% o 2 6.6% o 3 1.1% o 4 0.2% o 5 or more 0.6% o How many of the [[Q9]] children living in your home are 12 to 17 years of age? 0 79.8% o 1 15.1% o 2 3.9% o 3 0.6% o 4 0.3% o 5 or more 0.3% o I am currently… Single, never married 11.8% o Married/living with partner 79.4% o Divorced 1.4% o Separated 3.3% o Widowed 0.3% o Other, please specify 3.8% o Copyright Todobebé, Inc. 2009. Proprietary. All Rights Reserved. Confidential. 3
  4. 4. What is the last grade of school that you, yourself, completed? Some grade school 1.8% o Finished grade school 2.9% o Some high school 9.5% o Finished high school 29.3% o Commercial or technical shoot 15.1% o Some college 22.0% o Finished college 14.3% o Graduate Studies 2.4% o No school 0.0% o Prefer not to answer 2.8% o Which of the following best describes your employment status? Employed full-time 27.0% o Employed part time 14.7% o Not employed 47.5% o Student 6.6% o Prefer not to answer 4.3% o Which of the following comes closest to your annual household income before taxes? Under $ 15,000 21.7% o $ 15,000 to less than $ 30,000 27.7% o $ 30,000 to less than $ 45,000 12.9% o $ 45,000 to less than $ 60,000 5.9% o $ 60,000 to less than $ 75,000 3.0% o $ 75,000 to less than $ 90,000 2.0% o $ 90,000 to less than $ 100,000 1.2% o $ 100,000 or more 2.4% o Prefer not to answer 23.2% o What languages do you, yourself, usually speak at home? Spanish all the time 40.5% o Spanish more than English 32.7% o Spanish and English equally 19.5% o English more than Spanish 6.0% o English all the time 1.4% o What country do you consider your country or origin or descent? (detailed breakdown available upon request) Mexico 45.84% o United States 12.57% o Colombia 5.98% o Cuba 4.31% o El Salvador 4.25% o Peru 3.18% o Copyright Todobebé, Inc. 2009. Proprietary. All Rights Reserved. Confidential. 4
  5. 5. Puerto Rico 3.09% o Guatemala 3.07% o Dominican Republic 2.91% o Honduras 2.57% o Other 12.23% o MEDIA & TECHNOLOGY USAGE From what sources, if any, do you receive information about pregnancy and childbearing? (Please check all that apply) TV 65.7% o Radio 18.1% o Magazines 71.0% o Doctors 67.9% o Mother 60.9% o Friends 51.5% o Internet 75.4% o Which, if any, of the statements below are true for you? (Please check all that apply.) I have a broadband (high-speed) Internet connection available to me. 58.2% o I visit the Internet frequently 85.6% o I have access to a digital camera. 59.3% o I know how to upload photos and other files to the Internet 65.9% o None of the above 4.3% o How did you find out about the Todobebe Viva La Familia Fiesta? (Check all that apply) Saw an advertisement on TV 49.3% o On the Todobebe/Mi Todobebe website 47.4% o Received an email from Todobebe/other inviting me 20.3% o Through a friend 21.5% o Read about it in a magazine or newspaper 8.0% o In a chat room or through interactive comments/blogs 7.3% o Heard it on the Radio 5.0% o From a door hanger placed on my door 3.4% o I held/attended a Todobebé Party Last Year 2.9% o Copyright Todobebé, Inc. 2009. Proprietary. All Rights Reserved. Confidential. 5
  6. 6. CONSUMER BEHAVIOR & ACTIVITIES What type of activities do you usually do with your baby and/or young children on a weekly basis? (Select as many as are appropriate) Playtime on the floor/play mat 72.4% o Reading stories 59.7% o Singing lullabies 67.5% o Watching baby/children’s videos 56.2% o Taking walks 48.1% o Organized play dates 25.1% o None of the above 8.1% o Other ( please specify) 13.6% o How many parties have you hosted for parents and kids in the last 12 months? (Could be a dinner, barbeque, TV show, event or movie-watching get together, birthday party, christening, baby shower, bridal shower, anniversary, etc.) None 21.5% o Two to Five 41.2% o Three to Five 22.7% o More than Five 14.5% o If you were selected to host the Todobebe Viva La Familia Fiesta, how many people would you expect to attend your party? One – Four 5.4% o Five – Nine 12.0% o Ten – Twenty 40.0% o More than 20 42.6% o How much do you spend, on average, when you host a party? Less than $25 1.7% o $25 - $50 4.9% o $50 - $100 17.1% o More than $ 100 76.3% o Where do you do most of the shopping for your family? (Please check all that apply) Wal-Mart 72.6% o Target 53.4% o Kmart 23.6% o Sears 19.0% o Local supermarket/chain store, 46.1% o Neighborhood market or ethnic grocery store 19.3% o Costco, Sam’s Club, BJ’ Wholesale Club 46.8% o Copyright Todobebé, Inc. 2009. Proprietary. All Rights Reserved. Confidential. 6

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