SheSpeaks 2015 Consumer Insight - Babycare

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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 of moms cite social media as a purchase influencer

86%18%

6%

30%

6%82%

6%

69%

48%


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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%


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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%


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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

Toys

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%


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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

Toys

Facebook

Twitter

Pinterest

Instagram

Tumblr

Blog

Retailer Website

N/a

79%46%

44%

28%

49%

6%

10%

35%


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

Toys

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?


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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%


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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


Very involved

Somewhat involved

Only occasionally involved

Never involved

38%

21%

6%

35%

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Baby Care Brands Implications


• 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.


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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


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Thank You!

Morgan Buell, Director, Strategic Partnerships [email protected]

mailto:[email protected]

Marketing

SheSpeaks 2015 Consumer Insight - Babycare