The rise of mobile has changed the way digital marketers reach women. Find out where women are online and how they use their smartphone more than ever before.

1. Reaching Women Online
Women make approximately 80% of health care decision for their families and are
more likely to be the caregiver when a family member falls ill.
Women are also consuming media and making decisions using media in an ever-
growing fragmented media landscape.
Source: U.S. Department of Labor Employee Benefits Security Administration

2. Moms need more ways to get things done
… & they’re turning to technology to help
Moms are 25%more
likely to own five or
more connected devices
compared to the US
Average
76% of moms agree …
“The only way I can get
everything done is to
use two or more devices
at the same time”
73% of moms
“…would find it hard to
spend two hours
watching TV or a movie
without using a laptop,
picking up my phone or
tablet at least once or
twice”

3. Quantum
Related content across
devices sequentially
Related content across devices at the same time
Four multi-screen pathways
Content Grazing
Different content across
devices at the same time
Spider-Webbing
Multi-tasking Investigative Social Intent-based

4. Incidence of multi-screening pathways
Investigative
spider-webbing
Quantum
Social
spider-webbing
Content
grazing
57%
46%
39%
68%
58%
46%
40%
71%
59%
49%
42%
68%
57%
41%
38%
71%
55%
38%
36%
73%

5. • Quickly moving between screens and activities
• Multi-tasking and a constant need for distraction
Content grazing pathways require quick,
low-effort engagement opportunities

6. 23%
24%
31%
34%
47%
To connect with
others
To stay in the loop
on things / not
miss something
To be more
efficient
I like to have a
device as
background…
It's just my habit +12
+13
-3
+6
+3
Habit and background noise are most
prevalent, but moms also want to stay in the loop

7. • Consumers journey around content
• Supplemental content just as compelling as the original
• Entertainment, bonus information and rewards for seeking more
Investigative spider-webbing requires depth
and exploration

8. 20%
21%
28%
32%
36%
I like to have a device as
background when I'm…
To get more detail or new
content about…
To be more efficient
To find out more about
something on another…
It's just my habit +1
+15
-6
+6
-1
The search for more content drives
investigative pathways for moms

9. -1
+3
+8
-13
-520%
37%
42%
57%
62%
All Work/study
All Social
All Info
All Shop/task
All Relaxing/Entertaining
Activities: moms are more likely to investigate
for shopping & purchases

10. • Conversations stem from original content seed
• Commentary just as compelling as the original content
Social spider-webbing transforms solitary
experiences into shared ones

11. 26%
26%
27%
30%
41%
45%
To be more efficient
I like to read or reply to
messages quickly
I like to have a device as
background when I'm…
To increase my
enjoyment
It's just my habit
To connect with others +24
+6
+8
+6
+11
-8
Connection still leads, but moms also seek
enjoyment and 2-way interaction

12. 21%
40%
55%
65%
79%
All Work/study
All Info
All Shop/task
All
Relaxing/Enter…
All Social
Activities: Social spider-webbing is even more social
for moms, but they’re sharing to get useful
information
+29
+2
+1
+6
+4

13. Multi-screening moms are hyper-social; more
than half seek connection within all pathways
Content GrazingSocial Spiderwebbing Quantum
79%
53%
52%

14. Quantum pathways require seamless connection
• Intent-based quantum paths exist in different places: they start on one screen
and ‘leap’ over space, time and screen to another
• Sometimes disjointed and require clunky workarounds

15. 19%
19%
24%
24%
32%
To connect with others
I like to have a device as
background when I'm…
It's just my habit
The first device or screen I
used was too difficult to…
To be more efficient -3
+16
-11
-2
-2
Moms are much more likely to seek a better screen
when on quantum paths

16. +8
-9
+2
+13
-331%
38%
52%
54%
62%
All Info
All Work/study
All Social
All Relaxing/Entertaining
All Shop/task
Activities: Quantum activities are
pragmatic for Moms
“The main reason I multi-screen is
if I start looking at something on
the train or at work, like I started
my shopping on the way home
on the train, now finally finishing
it off on Sunday on the laptop.”
Beckie

17. Help Moms be more efficient while she’s on the go
55%
of US Moms are “Super
Connecteds” on mobile devices
– they do multiple advanced
activities and are the most
sophisticated users of mobile

18. Moms are open to brands… on their own terms
90%
“…It's great that I can check
out products or brands that
interest me whenever and
wherever I see them.”
Note: US Moms data shown. Global moms and US Totals shown in notes for comparison.
of US Moms agree that :

19. Key Take-Aways
Think personal & portable
Spark
conversation
Keep it
contextual
Invite … then
delight
Keep it
seamless

20. Tablet Growth=
More rapid than smartphones

22. Tablet Shipments=
Surpassed desktop PCs & Notebooks in Q4 2013, <3 years from into to market

23. Thank you
Charlie D. Ray
Broad Street Co.
@broadstreet
charlie@broadstreetco.com