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2012 American Media Mom
April 2012
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
In-depth
surveys
2,500 Respondents
• 21st Century Media Mom Survey
of moms vs. general online
population
• 1,100+ expectant women or
moms with kids up to 7 years old
• 1,400+ other online adults
2
Methodology
In-Home
Research
• 35 new & expectant moms
participated
• Chicago & SF Bay Area
• Media journal for 3 days,
followed by in-home friendship
group with 2 to 3 friends
Behavioral
& Secondary
• Nielsen three-screen media
analysis
– Television
– Online
– Mobile
• BabyCenter Moms compared to
adults 18+
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3
Use butterfly image
Transformation
of motherhood
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4
Everything changes for Mom
93% of Moms manage the health and
well-being of their entire
family
Her
priorities
change
Design is now the 6th most
important criteria for apparel – it
used to be 1st
Her brand
preferences
change
58% have less
in common
with their non-
mom friends
Her social
circles
change
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
+3.0 hours
+1.5
+1.1
+1.0
+0.6
+0.6
+.05
–0.5
–1.3
–1.8
–1.9
–2.0
Fast Facts
15 hours of parenting
time added
Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 716 US women age 18+
with at least one child under 18 years old.
She spends her time differently
Q: Before & after becoming a mom, how many hours in an average weekday do you currently spend doing each of the following activities?
-2.7
-2.3
-1.6
-1.5
-1.5
-1.1
-0.9
0.5
0.5
0.8
1.3
1.7
1.8
2.9
-3 -2 -1 0 1 2 3
Cooking
Cleaning the house
Doing Laundry
Getting your children ready in the morning
Putting your children to bed
Kids activities
Feeding your children
Change in # of hours
© BabyCenter LLC. Confidential. All rights reserved. #21CMom Source: BabyCenter 21st Century Mom® Insight Series – October 2011
It’s a dramatic change in mindset
NOWTHEN
SOCIAL
RELAXED
FUN
IMPULSIVE
OVERWHELMING
STRESSFUL DEAL-DRIVEN
+67%
+88%
+158%
+43%
Q: Which of these words describes the way you feel when shopping?
RUSHED
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7
Understanding the American
Media Mom
What tools
is she using
to empower
her new
life?
What
influences
the choices
she makes?
What
captures
her
attention?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
1 Meet the 21st Century Media Mom
2 Digital is Essential in Her Life
3 Media Mom is in Control
4 Her Path to the Register has Evolved
5 Media Mom is Changing the Rules for Marketers
Agenda
©2012 BabyCenter LLC. Confidential. All rights reserved.
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Meet the 21st Century
Media Mom
© BabyCenter LLC. Confidential. All rights reserved. #21CMom © BabyCenter LLC. Confidential. All rights reserved. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Source: BabyCenter 21st Century Mom® Insight Series October 2011
Motherhood impacts media usage
19% 19%
32%
10%2%
12%7%
49%
29%
21%25%
46%42%
36%
Q: Which of these are you using more or less since becoming a mom?
More Less
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Mom is an early adopter of devices
Laptop
Digital Camera
Smartphone
TiVo or DVR
Gaming console
Tablet
Internet TV device
Moms Gen. Pop.
+14%
+21%
+38%
+12%
+7%
+26%
+38%
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
80%
74%
65%
47%
44%
29%
22%
70%
61%
47%
42%
41%
23%
16%
Q: Which of the following devices do you personally own or use on a monthly basis?
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Eagerly awaiting the next i-Device
The
Technophile
Kristy
Unplugged but always on
The Cable
Rejector
Lora
On the move, but always connected
The Mobile
Master
Mary
Lives life in 140 characters or less
The
“Social”-ite
Sarah
Meet the Family Media Managers
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
MEDIA
HABITS
• Sleeps with iPhone next to bed
• Pinterest addict
• Watches TV recorded on DVR
Got email about sales on kids stuff at Gap + free shipping – I flag to look at later – I love free shipping.
Kristy – The Technophile Family Media Manager
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Mom’s media behaviors are disrupted
-36% -68%
-31%
-61%
Live TV Newspaper Magazines Radio
Stream content to TV
Video online
Recorded TV
Internet from laptop/PC
Smartphone Tablet/ eReader
+12%
+37%
+29%
+2%
+66% +56%
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
Moms Gen. Pop.
Q: Compared with 3 years ago, which of these are you using more or less? (Among device owners)
Traditional
Digital
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More devices = more media time
Average Daily Time with Media
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
Q: In a typical day, how many hours do you spend with the following media?
TV 2.9
Online
(any device)
5.6
Radio 1.1
Tablet/eReader 0.8 Newspapers 0.2
Hours
Magazines 0.3
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
More devices = more media time
Average Daily Time with Media
Average time with media
Own a smartphone
Own a tablet
Own an Internet TV device
Own smartphone & Internet TV
Own smartphone, tablet & Internet
TV
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
Tablet offllne 0.8
+7.4 hrs
Q: In a typical day, how many hours do you spend with the following media?
+4.6 hrs +3.3 hrs
+1.4 hrs +0.5 hrs
TV 2.9
Hours
10.9 hrs
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Digital is Essential
in Her Life
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Moms live their lives online
Online Data - NetView; October 2011
Fast Facts
Moms spend 63% more time
streaming online than the
general online population
I rely on the Internet for the
weather, news, movie times,
communication among
friends, media and shopping.
-BabyCenter Mom
Moms
Gen. Pop.
33 hours
66 hours
Monthly hours
2x time online
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Fast Facts
Top sites (unique users) female w/ kids under 3
Google Facebook Yahoo YouTube MSN
Amazon Blogspot Walmart Target Netflix
0
1
2
3
4
5
6
7
8
9
10
6-9am 9am-noon 12-2pm 2-5pm 5-8pm 8-11pm 11pm-6am
Monthly online hours by daypart (weekday)
…All day long
For Mom, prime-time is online…
Moms Gen. Pop.
Online Data - NetView; October 2011
As a Stay-at-Home Mom
I can’t survive without
the Internet and my
laptop. I freak out if I
can’t get online. -BabyCenter Mom
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Mom is finding new ways to
get support
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
Friends/family/other parents you know in real life
Search engines
Expert advice on parenting websites
Other parents on parenting social media
Other parents on mainstream social media
Apps
TV
Mom blog sites
Online videos 17%
24%
24%
26%
49%
53%
53%
54%
76%
Q: How often do you use the following for parenting-related information? (Daily or Weekly)
Digital Non-Digital
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Moms are social super-heroes
80%
60%
52% 55% 53%
32%
Use social media regularly
“Like” brands on Facebook
Have over 200 friends on Facebook
Fast Facts
Moms spend 2X time on
Facebook monthly compared
to gen. pop.
Facebook is the window to
the outside world for stay-
at-home moms. With the
first child, it's your
connection to friends, the
broader outside world. -BabyCenter Mom
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
Moms Gen. Pop.
Q: Do you use social media regularly? Please describe how much you use each of the following:
+45% +13% +63%
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Mobile gives Mom super powers
86%
61%
53%
30%
23%
71%
46%
34%
20% 15%
Moms Gen. Pop.
Q: What do you do with your mobile device?
+21% +34% +55% +53% +58%
Texting Mobile internet Social media Mobile banking Mobile shopping
Source: Nielsen Mobile Insights, Q4 2011
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
MEDIA
HABITS
• Can’t live without her phone
• Skypes her husband during the day
• Reads Fit Pregnancy magazine
Mary – The Mobile Master Family Media Manager
I’ll be on my laptop and watching TV and I hate to say this, but I’m also watching YouTube
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Fast Facts
Top Mom apps (women w/ kids 0-4)
Google Maps
Weather Channel
Angry Birds
YouTube
Pandora
Words w/ Friends
Bejeweled
Chase Mobile
Day in the life: Mobile Media Mom
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Media Mom is in Control
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Traditional media still plays a role
NetView; October 2011
TV Data - National People Meter Panel, Oct. 2011 (Pulled from NPOWER)
158 161
10.4
8.1
Monthly hours with TV
Magazine subscriptions
I used to get People, Us Weekly…Now the most I read is when I'm in the checkout line at Target. Now I go to People.com to see what weird names the celebrities gave their babies!
Fast Facts
17% of Mom’s time with
television is time shifted
(142 index)
Moms Gen. Pop.
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
But she’s getting it on her own terms
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
On live TV
On DVDs
Recorded on TiVo or a DVR
Streamed to a laptop or PC
Streamed to a TV
Streamed to a tablet
Streamed to a phone
-9%
+30%
+24%
+27%
+94%
+60%
+100%
60%
61%
46%
28%
33%
8%
8%
66%
47%
37%
22%
17%
5%
4%
Moms Gen. Pop.
Fast Facts
29% of Moms with
tablets watched a TV
show on their tablet
(112 index)
Q: There are many ways of watching movies, TV shows and other videos. How do you watch?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
We got rid of cable a year and a half ago. I can still watch my shows through Hulu Plus.
MEDIA
HABITS
• “Go-to” online
researcher
• Listens to NPR for news
• Scans bar codes on wine bottles
• Used meetup to meet other moms
Family Media Manager
Lora – The Cable Rejector
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
More likely to be engaged in other activities while watching TV
Mom is maximizing her media time
Fast Facts
More than twice as likely
to use social media or
text someone while
watching TV
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
49% 49%
41% 41%
23%
28%
23%
27%
17% 16%
Moms Gen. Pop.
Talk to someone else
Use social media Go online on tablet or
mobile phone
Text someone
Talk on the phone
Q: When you are watching movies, TV, or other video, how often do you also do the following? (always/often)
+75% +113% +52% +141% +44%
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
49%
46%
47%
45%
21%
39%
30%
30%
24%
15%
Her life requires flexibility
I can now choose from a wider range of media devices
I have more control over what media I watch and when I watch it
I’m now more connected to friends and family
I need media whenever I have free time, on the go, from any location
I’m accessing opinions from other people online about products and services
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
Moms Gen. Pop.
+26%
+53%
+57%
+88%
+40%
Q: Which of the following reasons describe why your media habits may have changed in the past 3 years?
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Spotlight Media tradeoffs
VS
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Her Path to the
Register Has Evolved
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58%
42%
31%
29%
Word of Mouth (In person
recommendation)
Parenting/Mom
website
Social
Networking
Online
Reviews
33
She still relies on recommendations
68%
47%
36%
64%
We have this blog in Oak Park – it has all the wants and needs for moms in the neighborhood. It’s awesome!
-BabyCenter Mom
Fast Facts
Moms spend 60% more time on Blogs than general online population.
Q: Imagine you are going to buy a new product. How would use each of these resources throughout the shopping process?
Product
ideas
Product
recommendations
© BabyCenter LLC. Confidential. All rights reserved. #21CMom Source: BabyCenter 21st Century Mom® Insight Series
Online is critical in the
purchase process
Mobile Phone
30%
33% 30%
31%
45%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Traditional media Retail Stores Online Mobile Phone
AWARENESS PURCHASE CONSIDERATION
Get product
IDEAS
Get product/brand
RECOMMENDATIONS
Compare
FEATURES
Compare
PRICES
Find COUPONS
or deals
Decide
WHERE to buy
Q: Imagine you are going to buy a new product. How would you use each of these resources throughout the shopping process?
Retail Stores
Mobile Phone
Online
Traditional Media
80% 84% 85% 84%
76%
67%
57%
24% 18%
24%
44%
19%
45%
22%
52% 58%
19%
26% 36%
33% 37%
45%
31% 30%
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
10
20
30
40
50
35
Source: BabyCenter 21st Century Mom® Insight Series
Reliance on mobile is increasing
dramatically
AWARENESS PURCHASE CONSIDERATION
Get product
IDEAS
Get product/brand
RECOMMENDATIONS
Compare
FEATURES
Compare
PRICES
Find COUPONS
or deals
Decide
WHERE to buy
Q3 2011
20% 17% 16%
22%
28%
21%
Q1 2012
36% 33%
37%
45%
31% 30%
Q: Imagine you are going to buy a new product. How would use your mobile phone throughout the shopping process?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Spotlight Mobile simplifies her life
Scanning bar codes is empowering people to know what things really cost and what the markups are…I can scan a bottle of wine at a restaurant and find out I can buy it for $15.
— Lora, Chicago
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
+41% +36% +10% +80%
There’s also an app, ShopSavvy, you can use to scan bar codes. I scan the box of diapers at home and you can find where to get them the cheapest.
-BabyCenter Mom
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
Mobile as shopping sidekick
Fast Facts:
1 in 5 have scanned a product barcode for price comparisons in the past 30 days (110 index)
41% 38%
22%
9%
29% 28%
20%
5%
Moms Gen. Pop.
Looked up prices online while shopping
at the store
Purchased something
Scanned product barcode for price
comparison in past 30 days
I regularly scan QR codes with my
smartphone/tablet
Q: Which of the following have you done in past 30 days with your smartphone or tablet?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
MEDIA
HABITS
• Addicted to Amazon Price Checker
• 100 friends follow her tweets
• Listens to spotify • Has YouTube channel
to entertain her son
My day begins on my phone. I’ll check Twitter, see what my friends are tweeting about, then head onto Facebook.
Sarah – The “Social”-ite Family Media Manager
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Media Mom is Changing
the Rules for Marketers
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
ONLINE
Mom spends twice
as much time online
as the gen. pop.
TELEVISION
42% more of her time
with television is
time-shifted, compared
to gen. pop.
MOBILE
Mom is 50%
more likely to shop
or bank on her
mobile phone.
SOCIAL
80% of moms use
social media
regularly; over half
use social media on
their mobile device.
Her media choices demand attention
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
How do you engage with her when…
Everything has
changed for her
Priorities, preferences,
social circles – how does
your brand fit and
support her new life?
New solutions are
a must
Digital solutions make it
easier than ever for her to
optimize her time, money,
and media – how is your
brand empowering her?
There is no
“regularly scheduled
programming”
You are competing for her
attention – how are you
breaking through?
She is plugged in
Scanners, comparative
shopping, social networks,
reviews, WOM – how are
you fitting into her new
shopping behaviors?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
42
Some brands are doing it well
44% of moms
say parental
controls factor
into technology
purchasing
decisions;
a 4x increase.
Verizon
67% of women
will buy a
new car to
accommodate
their growing
family.
Chrysler
Source: BabyCenter 21st Century Mom® Insights Series, June 2010
Given the
choice, 50% of
moms would
shop exclusively
online.
Target
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Moms expect more from advertising
Has a coupon or offer
Relates to my lifestyle/personality
Is funny
Includes a contribution to a charitable organization
+20%
+68%
+14%
+117%
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
72%
62%
41%
13%
60%
37%
36%
6%
Moms Gen. Pop.
Q: I am more likely to pay attention to an ad that…
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Messaging to Media Mom Spotlight
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Spotlight Messaging to Media Mom
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
She also expects more from brands
Good Value
Products that simplify my life
Recommended by friends
Products use natural/wholesome ingredients
Environmentally conscious
Recommended by experts
Supports organizations that are important to me
Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012.
11%
19%
21%
24%
26%
41%
72%
15%
24%
25%
29%
42%
45%
61%
Moms Gen. Pop.
-15%
+10%
+62%
+21%
+19%
+26%
+36%
Q: What are the most important characteristics of brands that speak to you?
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Spotlight Messaging to Media Mom
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
Email Timed to her
exact stage
& mind-set
Content Written by
award-
winning
editors;
reviewed by
medical
experts
Video Original
content on
pregnancy,
birth &
parenting
Social Where ever
she is
Community Access
to thousands
of women
going through
the same
thing – at the
same time
Mobile Optimized to
support her
busy life
Meeting her needs at every stage of the journey
Remarkably right. Now.
Apr 19 2012
© BabyCenter LLC. Confidential. All rights reserved. #21CMom
49
The new rules for marketing to
Media Mom
Understand the transformation of motherhood
and how it changes women’s media habits 1
2
3
4
Anticipate her new needs, behaviors and how
to reach her when she needs you
Map her media journey, embrace the disruptors
and engage her where she is most receptive
Turn insights into action and be always
on…because she is
© 2011 BabyCenter LLC. Confidential. All rights reserved.
Questions? We’d love to hear from you. Email [email protected] Marketing Manager
(XXX) XXX-XXXX