2. Once upon a time…
Moms were women of ONE defined generation with at least 1 child under 18 years.
Successful marketing was based on moms sitting in a playground
talking about brands while their children played in the sandbox.
The moms would leave the sandbox and share the news of products, solutions and
brands with other moms they met along their journey through parenthood.
2
3. On The Go… Online and Offline
90%
85%
67%
40%
20%
Newspaper
Blogging
Offline/Personal
Relationships
“Women of child-bearing age are the most active social media movers” - Nielsen
5. The Millennial Mom
• Born between early 80’s thru 1998
• Children of Boomers
• A Trophy for Everything
• Over-scheduled childhood
• Highly educated
• Remembers 9/11
• Optimistic
• Experienced the down economy
• Master Multi-tasker
• Motherhood without martyrdom
• Visual Shopper
• Philanthropic
• Desire to stand out
• Does everything but TALK on her
phone
5
6. Evolution of the Blogosphere of Mom
Bloggers
• Mom Blogger Today- Foodie Tomorrow
• Children are getting older, interests change
• Blogs = Banner Ads
• It’s a family affair for some moms!
• A new confidence among some mothers
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7. Online Videos are Popular with Moms
80% view
91% watch on
videos online
laptops/desktops
daily daily
37.9%
43.7% weekly
weekly
More than
half watch
an entire video
8. More than 20 apps are downloaded on Mom’s
phone. More than 60% report 21 or more apps.
0 to 10
15%
31 or more
39%
11 to 20
25%
21 to 30
21%
Of the downloaded apps, between 6 and 10
are used on a “regular basis”.
9. What type of apps do you download?
Medical
Books
Weather
Business
Finance
Photography
News
Healthcare and Fitness
Navigation
Sports
Travel
Reference
Lifestyle
Productivity
Music
Social Networking
Utilities
Entertainment
Games
0 10 20 30 40 50 60 70 80 90
10. $5 is the magic amount – overwhelming
majority of Moms (87%) want to pay less than
a Lincoln for an app - almost half like FREE!
Less than $5.00
$5.00 and up 0.8 12.3
More than $5.00
$3.00 to $4.99 5.1
$1.00 to $2.99 14.7
87.7
$0 to $.99 30.8
Free 48.6
0 10 20 30 40 50
11. “Mom, can I use your phone to play?”
Almost 50% of Moms have up to 6 apps
on their phone that kids can use
28
30
25
22.5
20.8
19.4
20
15
9.3
10
5
0
None 1 to 3 4 to 6 7 to 9 10 or more
12. Apps are a family affair with 40% of Moms
responding that 1 to 5 apps are downloaded
on a family member’s request
11 or more
6 to 10
1 to 5
None
0 5 10 15 20 25 30 35 40 45
13. 48% say there are from 1 to 6 apps
on their phone for their children.
10 or
more
7 to 9
4 to 6
1 to 3
None
0
5
10
15
20
25
30
35
14. 43% of Moms write reviews for apps they own.
Yes
No 43%
57%
15. Resources
Marketing to Moms Coalition
• www.marketingtomomscoalition.org
• Free membership for industry professionals
• State of the American Mom Report
Marketing to Moms TV
• www.marketingtomomstv.com
• How to Videos
BSM Media
• www.BSMMedia.com
• Monthly Newsletter
Maria Bailey
• @MomTalkRadio
• Maria@bsmmedia.com
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