SheSpeaks commissioned our Baby Care study with the goal of better understanding: - What drives Moms' purchase intent - How Moms are engaging in social & with Baby Care brands in social - What causes mom to experiment & engage with new Baby Care brands and products - What is the role of dads in today's decision-making processes

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Consumer Insights: Baby Care
April 2015

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Executive Summary
Key Learnings
SheSpeaks. Baby Care Consumer Insights April 2015
Influencing Baby Care
Purchase Decisions:
• Price (86%) & friend/family recommendations (81%) are most influential factors in
baby care purchase decisions.
• The majority (70%) of respondents also rely on product reviews on store websites &
blogs
• Celebrity endorsements have negligible impact (6%) in this category
Social Media Influence:
• 85% of moms consult at least 1 social media platform when shopping for baby care
products
• Facebook (78%) is the most heavily consulted social platform for baby care purchases
• 89% of moms post content related to baby care on social media platforms
Online vs. In-Store
Purchasing:
• Price & ability to use discounts trumps convenience in the decision to buy online vs.
in-store
Connecting with Baby Care
Brands on Social
• 79% of moms follow at least 1 baby care brand on social
• The opportunity to receive coupons or other offers is the primary reason for following
(78%)
The Role of Dads in Baby
Care Purchase Decisions
• 73% of dads are very or somewhat involved in baby care purchase decisions -- only 6%
are not at all involved.
Moms agree -
Pampers is one of
the brands doing a
better than average
job of social
engagements

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Influencing Baby Care Purchase Decisions
• Most moms agree that Price & Friend/Family Recommendations are most
influential in making baby care purchase decisions
• Moms also look to Product Reviews & Social Media for purchase
recommendations
Price
Cause / charity tied to the brand
Celebrity in advertising / social media
Review in a newspaper or magazine
Friend/family recommendation
Recommendation on social media
Review on a blog or store website
Other
Nearly half ofmoms cite
social media as
a purchaseinfluencer
86%
18%
6%
30%
6%82%
6%
69%
48%
SheSpeaks. Baby Care Consumer Insights April 2015

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Social Media Influence
• Facebook & Pinterest are the social media platforms most consulted for
baby care purchases
• Instagram & Twitter also inform moms purchasing decisions
Facebook
Twitter
Pinterest
Instagram
Tumblr
Other
N/a
78%
33%
34%
4%
50%
5%
21%
SheSpeaks. Baby Care Consumer Insights April 2015

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Online vs. In-Store Purchasing
• The main reasons cited for online vs. offline purchasing are better prices
and incentives for online redemption.
• More than half of moms also cite product familiarity and having items
delivered to the home as reasons for purchasing online.
Better Prices
Received a Special Offer to Use Online
Familiar with the Product - No need to see it in person
No Need to leave the House
Item was Bulky/Heavy - Easier to buy online
Other
N/a
73%
54%
6%
63%
36%
5%
52%
SheSpeaks. Baby Care Consumer Insights April 2015

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Types of Baby Care Products
Purchased Online
• Moms prefer to buy online across a broad range of baby care products,
with toys being the #1 category
• In addition to toys, a majority of moms prefer to buy clothing, diapers, and
furniture online
Diapers
Food
Clothing/shoes
Toys
Furniture, including seats/swings
Transport, i.e. strollers, car seats
Other
N/A
56%
17%
4%
57%
6%
67%
51%
48%
SheSpeaks. Baby Care Consumer Insights April 2015

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Social Sharing Baby Care Content
• The vast majority of moms share baby care related content on social
media.
• Facebook being by far the platform moms post to the most
Facebook
Twitter
Pinterest
Instagram
Tumblr
Blog
Retailer Website
N/a
79%
46%
44%
28%
49%
6%
10%
35%
SheSpeaks. Baby Care Consumer Insights April 2015
Sharing content allows women to connect with their social community & their broader mom network

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Connecting with Baby Care
Brands on Social
• A large majority of moms follow at least one baby care brand on social media
• The opportunity to receive coupons or other offers is the reason most cited for
following a brand on social
Get advice on how best to use the product
Find out about product improvements
Receive coupons or other offers
Learn what other people think of/use the product
Just for fun
N/A
45%
55%
79%
49%
42%
12%
Yes No Unsure
79%
12% 9%
Do You Follow Baby Care
Brands on Social?
SheSpeaks. Baby Care Consumer Insights April 2015

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Drivers of New Baby Care
Product Purchasing
• When asked which would influence them to buy more -- a 20-30% discount
or a positive experience in a trial -- moms were indifferent.
• Both discounts and positive trial experiences are far stronger drivers of
purchase than family/friend or expert recommendations.
Coupon for significant amount off (20%-30% discount)
Positive experience with product sample
Recommendation from a friend or family member
Recommendation from a blogger/expert I follow
N/a
40%
13%
1%
42%
4%
SheSpeaks. Baby Care Consumer Insights April 2015

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The Role of Dads in Baby Care
Purchase Decisions
• Most parents make purchasing decisions together
• 73% of dads are very or somewhat involved in baby care purchase
decisions
SheSpeaks. Baby Care Consumer Insights April 2015
Very involved
Somewhat involved
Only occasionally involved
Never involved
38%
21%
6%
35%

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Baby Care Brands Implications
SheSpeaks. Baby Care Consumer Insights April 2015
• Maintain a robust presence on all key social media platforms,
especially Facebook
• When possible, use coupons or other incentives of tangible value to
attract new followers
• Showcase favorable user-generated content /reviews on brand pages
& where possible, in other (non-social) environments
• Share & re-share positive comments posted by new moms, and
encourage readers to share those comments with friends and family
• When working with online retail partners, use price incentives to
habituate online purchasing for repeat or bulk purchases (with the
possible exception of food)
• Prioritize product trials & discounts in strategies to increase new
product uptake; use social media to promote offers where possible
• Conduct follow-up research to better understand the role of dads in
product research/purchasing and brand engagement
Bottom line: social media
is very important for
getting the word out, but
the offer is still the hook!

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SheSpeaks Research & Methodology
Research Methodology:
This survey was fielded online among 869
SheSpeaks members with at least one child under
the age of 36 months from April 8 - 13, 2015.
The sample is comprised of U.S. women aged 24
years and older.
SheSpeaks. Baby Care Consumer Insights April 2015

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Understanding the Sample
1+ 2+ 3+
41%
25%
34%
How Many Children do
you Have?
Which Year Were They
Born?
2015
2014
2013
2012
11%
34%
37%
36%
The majority of moms surveyed had more than one child --
meaning most of the moms have been new moms at least
once before
The Mom & Her Family
SheSpeaks. Baby Care Consumer Insights April 2015

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Thank You!
Morgan Buell, Director, Strategic Partnerships
morgan.buell@shespeaks.com