A survey of over 3,000 young Irish mothers about brands, mobiles, the web, advice and life in Ireland. Survey conducted on eumom.ie in May 2012.

1. 21st June 2012

2. Background to the Study
1. The Bloom Boom
2. Purse Stings
3. Brand Babies
4. Word-of-Mom
5. Smartphone Mom
Follow the Mommy

4. A unique research partnership to provide unrivalled
insights into Ireland’s fastest growing demographic group:
young families
We have developed a number of research services –
qualitative & quantitative – to help marketers succeed in
meeting the needs of this group
Today we share the results of our most recent survey of
3,111 moms who are members of eumom, conducted in
May 2012

5. Profiles
Social Regions Marital
Age Class Status

6. Profiles

7. Profiles

8. Profiles

10. Ireland is unique in Europe in that we are
experiencing a baby boom (despite the
recession!), and it looks set to continue for
some time…

11. Ireland’s baby population is growing – along with the
number of parents in their early thirties:
CSO

12. The number of births now back to levels last seen in
1970s (and 1890s!):
CSO

13. The combination of surging 30-somethings and rising age at
birth of first child will contribute to rising birth numbers:

14. Young families will account for growing share of spending:

15. Families with children account for nearly two thirds of all
disposable income and over 70% of spending:
= €56 billion of spending in 2012

16. The Bloom Boom:
Irish families with children will account for
a growing share of consumer spending
over the next five years, and will lead the
recovery in Irish consumer markets.

18. Ireland’s young families have not ‘escaped’
the recession – far from it – and many are
keeping very tight control of their spending
purse strings…

19. Irish moms are mainly responsible for groceries:

20. Household incomes are under pressure:
While household expenditure keeps rising:

21. Food and grocery spending is rising:
As is spending on baby products:

22. Purchasing baby items in preparation for birth of next baby
base: expecting moms (n=898)

23. FtM – Purse Stings:
Changing family circumstances changes the
income and spending profile for
households regardless of the economic
cycle – and will continue to do so even as
the economy recovers.

25. Becoming a parent opens up a new world of
products, services and brands
and new purchase decisions

26. New relations…

27. Outlets used to purchase baby products

28. Skin care brand preferences & trends
Source: Amárach/eumom omnibus July (in brackets) & December 2011

29. Skin care brand leader challenges

30. Medical brand preferences & trends
Source: Amárach/eumom omnibus (July) & December 2011

31. Medical brand leader challenges
Source: Amárach/eumom omnibus July & December 2011

32. Nappy cream brand preferences & trends
Source: Amárach/eumom omnibus July & December 2011

33. Nappy cream brand leader challenges
Source: Amárach/eumom omnibus July & December 2011

34. Category switching behaviour and intentions
Source: Amárach/eumom omnibus July & December 2011

35. Other category switching behaviour and intentions
Source: Amárach/eumom omnibus July & December 2011

36. FtM – Brand Babies:
Although Irish moms have strong brand
preferences, they are now more likely to
consider alternatives and even to switch.

38. Young Irish moms are the most networked
generation of moms ever – whether online
or offline – and their ability to influence
and be influenced is unprecedented…

39. The web is now a powerful source of advice for moms
Categories researched online in past 3 months
Baby/ Parenting 78%
Clothing/ Fashion 61%
Banking Services 54%
Food/ Cooking 48%
Medication/ Medical 39%
Travel 37%
Health/ Fitness 29%
Home Goods 27%
Cars 17%
Electronics 13%
Financial Products 12%
Telecommunications 7%

40. Baby & Parenting Advice

41. Clothing & Fashion

42. Banking & Financial

43. Food & Cooking

44. Medical & Health

45. Travel

46. Home Appliances/Furniture

47. Cars

48. Telecoms

49. Most helpful online

50. Moms are the net – use of social networks

51. Most trusted websites for advice… (freeform responses)

52. FtM – Word-of-Mom
The most connected generation of moms
ever is now confident taking and giving
advice online – and will increasingly make
decisions based on that advice.

54. Mobile Phone That Smartphone
Goes Online Ownership
Yes, it has internet
connectivity
85%
33%
67%
15%
Yes, it is a
smart phone
(Base – All mums/expecting mums - 3111) (Base – All mums/expecting mums whose
Mobile phone connects to the internet - 3013)
54 (Q. 12/15)

55. Smartphone Penetration Irish Mums Smartphone
in Ireland Ownership
43% 64%
•In the US Moms are 61% more likely
than other women to own a smartphone
*Google (50% vs. 31%) + moms are 80% more
likely than other women to own a tablet
(27% vs. 15%).
http://www.marketingprofs.com/charts/2012/7885/social-
(Base – All mums) media-influences-moms-purchasing-
decisions#ixzz1yHGTZ0Fi
55

56. 57% of
Irish
Moms
access the internet via mobile
at least once per day
56

57. Mobile or PC for Internet?
Mobile
More
Both the same
amount
10% 57%
PC 33%
More
57

58. UK Asda study found 27%
of mothers give their
phones to their children to
keep them entertained.
How about
Irish moms?
http://www.dailymail.co.uk/femail/article-
2161533/Mothers-prefer-smartphones-dummies-comfort-
crying-babies.html#ixzz1yHcojlrH
58

59. Yes, allow children
to use mobile phone
entertain themselves
30%
(Base – All mums/expecting mums - 3111)
3 in 10 mums allowing their children to use their mobile phone to entertain
themselves. This is higher among those with children over 36 months (46%)
59
and bigger families with more than two children (45%). (Q. 16)

60. Favourite Apps?
Social
Networks News
Weather
Map/travel Photo/Video
Gaming
Music
Music Banking/ Entertainment
Financial
(Base – All mums/expecting mums with a smart phone - 2090) 60 (Q. 17/18)

61. Visitor Changes
Visitors to eumom.ie Visitors to eumom.ie
May/June 2011 May/June 2012
Mobile
Mobile
PC
19% 38%
PC
81%
62%
10% of total global Internet traffic comes from mobile devices, up from 5% last
year http://mashable.com/2012/06/18/hearst-magazines-mobile/
61

62. Which Smartphone?
1. iPhone (54%)
2. iPad (16%)
3. Sony Ericsson
4. Samsung Galaxy
Google Analytics eumom.ie
62

63. Mobile Shift - Examples
Hearst Magazines; in 2011 5% of traffic from mobile – now
20%
Elle, Cosmopolitan, Marie Claire, Esquire , Good
Housekeeping
Irish Times – in 2011 17% traffic via mobile – now 30%
63

64. App Innovation
TOMY’s “The First Years
Convertible Car Seat with iAlert”
high-tech car seat includes a built-
in monitoring system that alerts
parents via a smartphone app if
a child is unbuckled/unsafe
+ Apps
like Esquire‘s“Hardest Puzzle
Ever”
game and InStyle’s excellent
hairstyling app for the iPad
64

65. Reaching Moms
 m.site
 Dedicated App not necessary for brands
 Advertising on Apps – games, photos, finance
 Personalised deals – Segmentation, gender
preferences
 User reviews, recommendations
65

66. Segment Differences
Moms more likely than other
women to...
 Recommend
companies/brands via social
sites
 Talk about
companies/brands they
follow on Facebook
 Link to a
company/brand ad
(Performics.com)
Games: Males prefer drag
racing, while females prefer
word games (Appaware.com)
66

68. Ireland’s baby boom and the surge in spending by young
families will be the biggest opportunity of the decade
ahead
But it won’t be easy: not only is competition tense (and
loyalty fragile), but moms are increasingly sophisticated in
their access to multiple sources of information, advice
and influence – including each other
Those brands that can win the trust of Irish moms – and
remain relevant through the crucial stages of young family
development – will reap long-term benefits
So just follow the mommy…

69. Do you have a question for Irish moms?
Contact us at:
Amárach Research eumom
11 Kingswood Business Centre 101 Monkstown Road
Citywest Blackrock
Dublin 24 Co. Dublin
T. 01 410 5200 T. 01 280 5050
E. gerard.oneill@amarach.com E. rose.kervick@eumom.ie
W. www.amarach.com W. www.eumom.ie
B. www.amarach.com/blog
Tw. Twitter.com/AmarachResearch
S. slideshare.net/Amarach

70. Do you have a question for Irish
moms?
The Amárach Research/eumom.ie
Omnibus - research Ireland’s most
influential consumer group

71. Do you have a question for Irish
moms?
The Amárach Research/eumom.ie
Omnibus - research Ireland’s most
influential consumer group