One million mothers

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Slides of my presentation at Digital Marketing First 09, with results of the InSites field research on the behaviour and motivations of Belgian women online - this time with a strong focus on women with children.

Text of One million mothers

  • 1. One million mothers Clo Willaerts, 22 October 2009

2. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 3. Operating Countries Sanoma Magazines 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 4. Women hold up half the sky. (Mao Tse-Tung) 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 5. http://issuu.com/bnox/docs/vrouwenonline http://issuu.com/bnox/docs/femmesonline

  • InSites Field Researchcommissioned by Sanoma Magazines Belgium
  • Period:April 2009
  • Method: Online questionnaire
  • Data collection sources:
    • InSites TalkToChange Community ( 1.010 p )
    • Sanoma Magazines Belgium female sites opt-ins ( 1.192 p)
  • Screening & Quota
    • Femaleonly
    • Age18-65+ representative for female online population (BIM 08)
    • Countries and languages:Belgium( 60/40 Dutch/Frenchlanguage

6. www.targetwomen.be http://www.slideshare.net/bnox/women-hold-up-half-the-sky 7. 8. The joys of motherhood 9. Getting pregnant 10. Pregnancy 11. Giving birth 12. Cute 13. Reality 14. Reality (2) 15. Reality (3) 16. Digital Moms: howspecialare they? 17. Internet Penetration in Belgium - gender 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines

  • The total Belgian online population (past 2 weeks) consists of5,5 millionusers
  • of which2,58 Mare females.
  • Source:telephone survey for the Belgian Media Mapping in 2008.

18. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines Socio-demographic Profile Kids Sanoma Sample (N = 1192) Representative Sample (N = 1010)

  • About40%of online women are moms
  • Sanoma reaches an equal proportion of moms

19. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts Internet Segmentation 4 Segments Inexperienced Surfers 30% Social Explorers 28% Functional Surfers 32% Internet Adepts 28% Representative Sample (N = 1010) 20. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts Internet Profile Usage Moments

  • On an average day, mothers go online
    • 34%in the morning or during breaks
    • 42%during lunch break
    • 51%just before dinner
    • 93%after having dinner
    • 22%use it after midnight as well

21. Belgian online mothers: time spent online

  • Mothers have gone slightly more recently online (most of them: since 2006)
    • depends on age (25-29 yr olds have been online for longer vs 40-54 yr olds)
  • Mothers go online less frequently than women without children
    • except for the younger mothers
  • Mothers stay online less longer
    • except for the younger mothers
  • Women with children have less time and it shows in their internet behaviour

22. Internet as a life management tool

  • Mothers are the most likely group to
      • admit that they struggle to find balance in their lives
      • feel negative emotions as a result
  • Internet is a place they can go for help
  • to findbalancein their life
  • to gaincontrolof their life
  • Whiletimespent online is substantial, it is perceived by many to save them time in the long run - time they would have had to spend running errands and waiting in queues.
  • Source: How the internet is transforming the life of Modern UK Mums (Yahoo Network)
    • http: //l . yimg . com/ig/any/fu/mums . ppt

23. For Belgian mothers, internet is...

  • essential(62%)(-)
  • convenient(74%)(+, esp. younger mothers)
  • enrichingtheir experiences (64%)
  • an essential step in thebuying decision process( 75% )

24. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines Belgian mothers online: internet activities

  • More popular:
  • General information search 88% (90% monthly)
  • Information about products or services they are planning to buy 84% (92% monthly)
  • Comparing product features and pricing - 77% (83% monthly)
  • Online banking - 30% (32% several times a week)
  • Less popular:
  • Chatting or instant messaging (56% never or hardly ever chats)
  • Social networking (45% never or hardly ever logs in to social networks)

25. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines General Information Search(55% Weekly ) Top 10 Most Consulted Topics(% monthly usage)

  • General news items 83%
  • Healthcare 78%
  • Cooking & Recipes 76%
  • Travel 67%
  • Food 63%
  • Clothing & fashion 62%
  • Home, garden & decoration 60%
  • Movies & music 59%
  • Personal body care 54%
  • Finance & banking 49%

Representative Sample (N = 1010) In the Sanoma sample,monthly consultation of these topicsis significantly higher (95% conf.) 26. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines Belgian online mothers: internet as a trusted source of information

  • Information aboutchildren & parenting- 53% monthly (45%: trustworthy)
  • Cooking & recipes(74%: trustworthy)
  • Government issuedinformation (71% trustworthy)

27. 28. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts Trusted Content Food 29. 30. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines

  • 90%of internet users use the internet to search for information that is not easily available elsewhere.
  • 80%use it to search information aboutproducts and services
  • 75%use it to compare different product alternatives.

General Information about Products & Services(32% Weekly ) Internet Motivations 31. Shopping is a serious matter

  • In America, where female consumers make more than80% of discretionary purchases , companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales. Source: Marketing to women | Hello, girls | The Economist http://www.economist. com/research/articlesBySubject/displaystory . cfm ? subjectid=1780456 & story_id=13278440
  • 71%of the Belgian online women are the responsible forgrocery shoppingin their family. Source:telephone survey for the Belgian Media Mapping in 2008.

32. Shopping is a serious matter

  • 97% of UK female Internet usersresearchproducts online and 92% of UK female Internet usersbuyproducts online. Source: eMarketer, February 2009
  • In the past year, UK female Internet users have made an average of 17online purchases of products/servicesand spent an average of 600. Source: eMarketer, February 2009

33. Online promotions

  • For moms the most effective way Brands can be promoted online, in descending order of likeness:
  • 1. Product samples offered online (47%)
  • 2. Coupons (40%)
  • 3. E-mails (9%)
  • 4. Banner ads on websites (3%)
  • 5. Blogs (1%)
  • Source: What Women Want Consumer Survey (Prospectiv, October 09)

34. Belgian women online Online vs. Offline Purchases 23.10.09 Sanoma Magazines Q: Welke van onderstaande producten of diensten heeft u in de afgelopen 12 maanden gekocht? Offline Purchases Online Purchases Representative Sample (N = 1010) BoekenCD/DVD/Blu - rayMuziek in digital formaat(MP3 - nummers, albums, etc.)Computer, hardware ensoftwareKleine electronica (bv. digitalecamera, iPod, GSM, etc.)Telecom product(internetverbinding, GSM - abonnement, etc.)Erotische productenFinancile producten (bv.fondsen, aandelen, etc.)Vakantie, tickets voorvliegtuig of treinHuishoudelijke toestellenJuwelen / accessoiresKledij / schoenenMeubilairGezondheidsproducten (bv.dieet, etc.)DecoratieTickets voor evenementenFilms of TV - series in digitaalformaat (geen DVD)Ander product, nl.0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70% 35. What are Belgian online mothers buying?

  • More offline than other online Belgian women:
  • clothing (64%)
  • books (52%)
  • computer hardware&software (33%)
  • electronic gadgets
  • financial products
  • More online than other online Belgian women:
  • holidays (42%)
  • tickets for events (43%)
  • cd/DVD (esp. 40+ mothers)
  • household electronics (esp. younger mothers)

36. Women dominate social networks 37. Women and social n