A landscape of newlyinformed parents

SEIZE THE MOBILE OPPORTUNITY TO HELP INFORM PARENTS

Parents, particularly Millennials, are using their mobile phones to make informed purchasing decisions, giving marketers the opportunity to reach the next generation of buyers. Brands need to provide these tech-savvy consumers with relevant information that offers tangible advice in a mobile-friendly way.

From the “nag factor” to the “informed factor”

Sources and methodology:1 “Meet the Parents” by Ipsos Media CT (a Facebook-commissioned online study of self-identified parents ages 25–65

in AU, BR, CA, DE, ES, MX, UK and US), Mar–Apr 2015. The study included 1,000 respondents per market. Participants were split evenly by gender then divided into 4 groups: new parents (expecting a child or with a child under age 1); parents of young kids (ages 1–5); parents of school-age kids (ages 6–12); and parents of teens (ages 13–17).

2 Instagram data (based on survey of 1,328 moms ages 18+ in AU, BR, CA, DE, ES, FR, MX, IN, JP, UK, RU and US), Nov 2015. Motherhood status was determined via self-reported data and inferred data combined with a proprietary method of assessing affinity.

3 Facebook data (based on survey of 388 parents ages 18+ in the US), Aug–Sep 2015.

Note: Non-parents (non-moms and non-dads) are defined as those who are not included in parent groups. Millennial parents are ages 25–34, Gen X parents are ages 35–49 and Boomer parents are ages 50–65.

Whether it be by tech or by their kids, Millennial parents have a wider web of influence on household decision making than generations of parents before them.

Take me to your leader1

As a kid grows, so too does their knowledge, with kids becoming de facto experts in certain categories.

Moms see Instagram as a way to keep up with their favorite businesses2

of Millennial parents globally say mobile devices help them be a better consumer when making purchases for their family, compared to 30% of Boomers1

New resources to lean onGlobally, parents are more likely to use Facebook when making family-purchasing decisions1

The mobile generation gap

41%

of parents globally say they purchase more child-specific products than their parents did

The undeniable influence of “pester power”1

5x more likely thanparenting websites 7x more likely

than magazines 3x more likely than a leading online video platform

of moms globally say they follow businesses on Instagram56% of moms globally say Instagram is a place

to learn about product and services62%

How much money you spend 71%

How you spend your free time 70%

Where you go on vacation 64%

How often you go out to eat 58%

Where you live 43%

Quick service restaurants 38%

Non-alcoholic beverages 25%

Packaged food 17% Travel 17% Beauty and personal care 12%

Which decisions are influenced by kids:

Where kids most influence spending:

57%

Household Decision Making: Majority Rules

DON’T UNDERESTIMATE THE INFLUENCE OF FAMILY MEMBERS

Brands need to acknowledge the growing circle of influence kids, family members and friends have on parents’ decision making and how this web of influence transforms through the parenting journey. And in the US, parents with a kid under age 13 tend to feel more pressured to buy what their kid suggests than other parents. But as their kid grows, these parents are happier—proud, even—to have their input.3

BUILD TRUST AMONG PARENTS

Growing up in a world where technology is second nature to them, kids are often the “teachers” and parents the “students.” For parents, this often means playing a game of catch-up. Brands can earn their way into parents’ trusted circle and help build their confidence in the products and services kids are advocating for by helping them stay informed.

Parents globally say their kids have more impact on purchasing decisions than they did1

Parents ofteens

Parents ofbabies

Parents ofyoung kids

Parents ofschool age kids

62%

40% 46%54%