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MobiU2013 Webinar: Mobile & Moms
The BabyCenter 2013 Mobile Mom Report discusses the increasing reliance of mothers on mobile devices for social interaction, shopping, and daily tasks. It highlights key insights about smartphone usage, with 88% of moms owning smartphones and significant increases in mobile marketing engagement. The report emphasizes that while mobile devices serve as essential tools for mothers, they can also act as distractions, making effective mobile marketing crucial for brands targeting this demographic.
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MobiU2013 Webinar: Mobile & Moms
- 1. BabyCenter 2013 MobileMom Report Summer Schiavo, Director – Global Insights, BabyCenter @Summer_Schiavo @BabyCenter Event hashtags #MobiU2013 #21CMom Mobilized by the Heartland Mobile Council
- 2. Background: Heartland MobileCouncil HMC Mission To Inspire & Educate Brands on How to Use Mobile Effectively What We Do The HMC is a niche mobile content producer creating the best education on how to use mobile marketing effectively Who We Do it For Brands and Agencies (80%+) How We Do It We create a safe learning environment
- 3. Background: Mobile University™ 150-250 professionals attend each MobiU event. 80%+ are from brands and agencies. We create a safe learning environment so people can trust our speakers - only brands and market researchers can speak Our five ways of learning is the same process brands use to explore new markets We deliver a comprehensive education - both the shiny objects brands read about and the workhorse ideas that the press doesn’t cover 2014 is our fifth year, so we started at the beginning Mobile University Formats Cover Evening Events, 1/2 Days, a Full Week MobiU2014 Week - a city-wide week of mobile education in September anchored by our Summit MobiU2014 Summit, 9/16 - a day of education with 10+brands presentations in a safe learning zone MobiU2014 Forums - half-day conferences that explore specific topics in-depth. 3/27 Mobile Commerce, 6/12 Mobile Media
- 4. Background: Brands+Startups™ • • • • • • • A specializedmarketing accelerator Bringing mobile startup innovation to brands Teaching startups Marketing Game show contest (The Voice + Shark Tank) Brands build then coach their team through each round of competition 2013 brands: Walgreens, United, BCBS 2014 brands: 4 national brands
- 5. Background: HMC Certification WHATIS IT? WHO SHOULD ATTEND? WHEN & WHERE? A broad-based education in mobile marketing that provides the essentials skills to start mobile marketing Marketers who must build and execute mobile strategy for their company or clients April 2014 September 2014 IMC/Medill Downtown Campus
- 6. Background: HMC ThinkTank • • Deepthought mobile leadership Both left & right brain • • • Quarterly publication • • Left - thought papers Right - mobile-inspired art Digital book & printed Authors include brands, agencies, mobile co’s
- 7. About Summer Schiavo SummerSchiavo Director, Global Trade Insights, BabyCenter Summer Schiavo is the Director, Global Insights at BabyCenter.com, the largest parenting website destination globally, serving over 36M new and expectant moms globally. Over the past 5 years, Summer has lead multiple 21st Century Mom® Insights Series projects designed to understand moms around the world as well as hundreds of custom research projects on behalf of clients ranging from Procter & Gamble to Munchkin. Prior to her role at BabyCenter, Summer was a senior researcher at Yahoo! Inc. for 6 years and managed Ad Solutions for Yahoo! Mail for one year. At home, she transforms from research nerd to mom of two small children + puppy and imagines herself a triathlete (though she does have bragging rights as Ironman Canada finisher last year).
- 8. BabyCenter is anInsights Engine #1 global pregnancy and parenting brand, reaching 36MM Moms every month Q: Qual & Quant Insights Social Listening • Global surveys, geotargeted • BabyCenter global Talk Tracker™ • Moderated online discussions • • Pregnant women to moms with children 12 years old Monitoring community conversations (depending on market) © BabyCenter, LLC. Confidential. All rights reserved. • Search tracking by stage Behavioral analytics • Site analytics; tracking the mindset and behaviors of new & expectant moms • Mobile browser and app usage • Due date/child’s age Editors and experts • Culturally embedded editors, globally • Medical Advisory Boards, globally
- 9. Mobile Mom: Methodology •21st Century Mobile Mom Survey fielded July/August 2013. Fielded among the BabyCenter 21st Century Mom® Panel, powered by Research Now, and the Research Now e-Rewards Panel for general population. Only smartphone owners were allowed to complete the survey, among: • 759 US women age 18+, pregnant or with kids up to 9 years old (mean age 33) • 600 other online US adults age 18+, weighted (mean age 39) • Analysis compared with BabyCenter 2011 Mobile Mom Report and 2009 Many Faces of Mom Report. 9 © BabyCenter, LLC. Confidential. All rights reserved.
- 10. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Agenda 1 The Mobile-state of Mom 2 Key Behaviors: Social & Shopping 3 Mobile in the Media Mix 4 Mobile showcase
- 11. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Mobile growth among moms is staggering Q: Which of the following do you own or personally use? (among moms) +34% +34% +110% +110% Source: BabyCenter 21st Century Mom® Insights Series, 2013 Mobile Mom Report, August 2013. * Note: Compared to 21st Century Mom Insights Series Media Mom, April 2012.
- 12. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter iMom Q: What kind of smartphone do you have (e.g., what operating system)? +7% -7% -14% THE FACTS 83% say their smartphone is small and fits in their hand 16% say it is midsized between phone and tablet Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013
- 13. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Tablet adoption is on a tear Outpacing the general population The Facts Smartphone ownership has reached critical mass among moms and gen pop (88%) Source: BabyCenter 21st Century Mom® Insights Series, 2013 Mobile Mom Report, August 2013. * Note: Compared to 21st Century Mom Insights Series Media Mom, April 2012.
- 14. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Moms rely on different devices for different needs Q: Which device are you most likely to use for each activity? Watching Watching TV/video TV/video Writing Writing email email Reading email Reading email Looking for Looking for information information 19% 25% 58% 42% 69% 50% 18% 14% 27% 17% 31% 57% 28% 31% 14% Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013. Social Social networking networking
- 15. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Her smartphone is an essential tool A connection to the outside world 1 in 3 say they reduce the isolation of new motherhood Her do-everything device 54% say their smartphone is like “my backup brain” More important than her wallet 34% would return home for their phone, but not their wallet Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.
- 16. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Reliance on her do-everything device has grown exponentially Smartphone activities 2011 2013 Weather 69% 87% Social 72% 86% Maps / GPS 40% 83% Productivity 28% 81% Photos / Video 21% 79% Music / Podcasts 53% 69% Shopping 42% 63% +50% +50% Banking / Finance 19% 60% +215% +215% 72% 53% -56% -56% 33% 51% +54% +54% (past 30 days) Gaming Health Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013. +211% +211%
- 17. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter With her children, it’s her helping hand Q: What kinds of videos do you watch on your smartphone? Please select all that apply. Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013
- 18. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter But beware, it’s becoming a parenting distraction Q: Do you think your phone makes you a better parent? -13% -17% Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013 +75%
- 19. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Mobile amplifies her social activity Q: How often do you visit each of these types of sites or apps on your smartphone or tablet? (Weekly or more often) Facebook +22% Personal email +9% Pinterest +11% Twitter -23% Parenting communities +144% Gen Pop Source: BabyCenter 21st Century Mom Report: 2013 Social Mom Report. April 2013. Moms Source: BabyCenter 21st Century Mom Report: 2013 Social Mom, April 2013. The Facts 4x more likely to prefer checking social media on her smartphone 73% use parenting social media for brand and product recommendations (+66% since 2009)
- 20. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Social media drives purchasing 55% Agree that posts from another mom are more influential than posts from a brand 92% Share deals and finds with other moms 59% Make purchases based on recommendations from other moms online Source: BabyCenter 21st Social Mom, Report: 2013 Social Mom Report. April 2013. Source: BabyCenter 21st Century Mom Report: 2013 Century MomApril 2013.
- 21. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter She relies on product reviews and recommendations Q: Which of the following shopping-related activities have you done on your smartphone in the last 30 days? +63% Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013;
- 22. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Mobile is critical throughout the purchase process Q: Imagine you are going to buy a new product. How would you use each of these resources throughout the shopping process? Get product IDEAS Get product/brand RECOMMENDATIONS AWARENESS Compare FEATURES CONSIDERATION Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013. Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013. Compare PRICES Find COUPONS or deals Decide WHERE to buy PURCHASE
- 23. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Year over year growth in mobile is astounding +133% +125% Get product IDEAS +147% Get product/brand RECOMMENDATIONS AWARENESS Compare FEATURES Compare PRICES CONSIDERATION Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013. Find COUPONS or deals Decide WHERE to buy PURCHASE
- 24. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Mom uses her smartphone to research all products Whether she buys depends on the category Q: What kinds of items have you researched and/or purchased using your smartphone? Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.
- 25. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Her research is happening on her smartphone while she shops Q: In the past 30 days, where have you used each device? 95% Of moms use their phones while shopping 42% Look for information on their phones Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.
- 26. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter As mobile research & shopping grows, she’s become more selective about how she does it Q: Top Shopping Apps What types of shopping apps have you used in the past 30 days? 60% -46% Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013 -62% 5% 3%
- 27. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Moms are responding to mobile marketing 43% took some immediate action 9 in 10 notice ads on their smartphone Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013
- 28. #MobiU2013 #21CMom @Summer_Schiavo@BabyCenter Brands must build creative with utility in mind Moms are responding to mobile marketing Q: Which features are appealing to you in a mobile ad? +15% +66% +85% Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013
- 29. Key insights #MobiU2013 #21CMom@Summer_Schiavo @BabyCenter • She is the early adopter, for smartphones and tablets • Moms uses different devices for different activities • Mobile is her helping hand, but also possibly a distraction • Mobile is critical throughout the purchase process for moms • Moms are responding to mobile marketing; build creative with utility in mind Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013
- 30. BabyCenter 2013 MobileMom Report Questions @Summer_Schiavo @BabyCenter Event hashtags #MobiU2013 #21CMom Mobilized by the Heartland Mobile Council
- 31. BabyCenter 2013 MobileMom Report Thank You @Summer_Schiavo @BabyCenter Event hashtags #MobiU2013 #21CMom Mobilized by the Heartland Mobile Council
Editor's Notes
- #9 #1 pregnancy and parenting site and mobile platform worldwide – reaching 26MM moms around the globe, across 22 different markets
- #10 This study is based on a three part methodology. talk to BC moms – recruited through fb, twitter and the BC community and had them keep a “social media diary” surveyed N&E moms (kids up to age 8) compared to the general online adult population partnered with comScore to look at online purchasing power of social moms
- #15 Smartphone: Moms more likely to use phone for social, email, info seeking, music Tablets: #1 use is in living room while watching TV; 26% less likely to use her tablet outside the home than gen pop. Moms more likely to say tablets are about relaxing, watching TV/video, and run Laptop: She is 30% less likely to use a laptop while watching TV, and 42% less likely to use it in bed, than the gen pop; PCs are for work. Tablets are for fun.
- #20 Mobile enhances social media – 1 + 1 = 3. When you ask her how often she visited each of these sites on her mobile phone or tablet it’s higher nearly across the board, especially for Facebook and for parenting communities. In fact, she is 4x more likely to PREFER to check social media on her smartphone, compared to the average online adult.
- #23 2013 vs. 2012 Online – slight decreases YOY across the purchase funnel Get product ideas: -2.5% Get recommendations: -4.7% Compare features: -9.4% Compare prices: -7.1% Find coupons / deals: -12% Decide where to buy: -7.4% Mobile Phone – increases across the board Get product ideas: +25% Get recommendations: +27% Compare features: +32% Compare prices: +33% Find coupons / deals: +55% Decide where to buy: +20% Retail – The physical store still matters in the shopping experience Get product ideas: +22% Get recommendations: +32% Compare features: No change Compare prices: -9% Find coupons / deals: +29% Decide where to buy: -12% Traditional – large decreases Get product ideas: No change from 2012 Get recommendations: Decline by -21% Compare features: Decline by -55% Compare prices: Decline by -42% Find coupons / deals: Decline by -43% Decide where to buy: Decline by –37%
- #26 Watching TV 19% phone 50% tablet 31% laptop Looking for information 42% phone 27% tablet 31% laptop Social Networking 69% phone 17% tablet 14% laptop