Vincent de lorca babycentre - mml 2013

© BabyCentre, LLC. Confidential. All rights reserved. © BabyCentre, LLC. Confidential. All rights reserved.

Vincent DeLorca, UK GM, VP Global Partnerships

@MumInsightsUK

October 3, 2013

2013 Mobile Mum Report

21st Century Mum™ Insights Series

http://www.babycentre.co.uk/

© BabyCentre, LLC. Confidential. All rights reserved.

BabyCentre is a leading UK pregnancy and

parenting web and mobile destination

2 Source: comScore US Multi Platform, August 2013. Boston Consulting Group, independent study of parenting websites, March 2012.

Trusted Global

Leader

35MM users,

2.9MM in the

UK alone

Influential Mobile

First

Nearly 1 in 5

mums visit

BabyCentre

every day

Most popular

social site for

product

recommendations

among mums

Reaching +43%

more mums via

mobile than our

closest

competitor



Year over year mobile growth among

mums is astounding

Source: BabyCentre 21st Century Mum™ Insights Series: 2013 Mobile Mum Report, September 2013.

* Note: Compared to 21st Century Mum Insights Series Media Mum, April 2012.

Q: Which of the following do you own or personally use?

(among Mums)

+34% +110%

72%

18%

87%

41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Smartphone (e.g., iPhone, Android) Tablet PC (e.g., iPad, Samsung Nexus)

2012 2013

+21% +128%



0%

10%

20%

30%

40%

50%

60%

70%

Jan

-10

Fe

b-1

0

Ma

r-10

Ap

r-1

0

Ma

y-1

0

Jun

-10

Jul-

10

Au

g-1

0

Se

p-1

0

Oct-

10

No

v-1

0

De

c-1

0

Jan

-11

Fe

b-1

1

Ma

r-11

Ap

r-1

1

Ma

y-1

1

Jun

-11

Jul-

11

Au

g-1

1

Se

p-1

1

Oct-

11

No

v-1

1

De

c-1

1

Jan

-12

Feb-1

2

Ma

r-12

Ap

r-1

2

Ma

y-1

2

Jun

-12

Jul-

12

Au

g-1

2

Se

p-1

2

Oct-

12

Nov-1

2

De

c-1

2

Jan

-13

Fe

b-1

3

Ma

r-13

Ap

r-1

3

Ma

y-1

3

Jun

-13

Jul-

13

Mobile Phone Share of Total UK Site & App Visits

We identified growth early on and continue to

build with Mobile Mum in mind

Source: Omniture Web Analytics, Internal Tracking, January 2010-July 2013

JUNE 2010

Mobile

optimised site

DECEMBER 2010

My Pregnancy

Today App for iOS

MARCH 2011

My Pregnancy Today

App for Android

APRIL 2013

Responsive

Design

JULY 2013

My Baby Today

App for iOS



Mums rely on different devices for different needs

Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Mobile Mum Report, September 2013.

Watching

TV/video

Writing

email

Reading

email

Looking for

information

Social

networking

Q: Which device are you most likely to use for each activity?

22%

26%

52%

27%

10%

63%

66%

7%

27%

43%

19%

38%

74%

10%

16%



Her smartphone is an essential tool

3 in 5 say they reduce

the isolation of new

motherhood

A connection to the outside world

Her do-everything device

40% say their

smartphone is like “my

backup brain”

More important than her wallet

30% would return home

for their phone, but not

their wallet

“It’s frustrating

when sites aren’t

easy to use from my

mobile.” —BabyCentre Mum




Reliance on her do-everything device

has grown exponentially year over year

Source: BabyCentre 21st Century Mum Report: 2013 Mobile Mum, September 2013.

+100%

+110%

+77%

-41%

+411%

Smartphone activities (past 30 days)

2011 2013

Social 82% 83%

Weather 62% 80%

Productivity 31% 62%

Photos / Video 29% 61%

Maps / GPS 31% 55%

Music / Podcasts 38% 53%

Shopping 49% 50%

Health 40% 48%

Banking / Finance 9% 46%

Gaming 70% 41%



Mobile amplifies her social activity

Q: How often do you visit each of these types of sites or apps on your smartphone or tablet? (Weekly or more often)

87%

67%

60%

53%

Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Social Mum Report, April 2013.

The Facts

63% more likely to

prefer checking social

media on her

smartphone than on

any other device

81% use parenting

social media for brand

and product

recommendations



Social media drives purchasing

Source: BabyCentre 21st Century Mum™ Insights Series: 2013 Social Mum Report, June 2013

Posts from a fellow mum are 73% influential than posts from a brand

more

make purchase decisions based on 3 in 5 recommendations from other mums online

68% rely on parenting communities for product recommendations



Mum’s smartphone makes her a smarter shopper

66%

57%

54%

53%

46%

45%

37%

Visited a retailer or shopping site

Searched for information about aproduct or service

Read product reviews andrecommendations

Looked for local stores

Shopped online

Purchased something

Used shopping apps

Q: Which of the following shopping-related activities have you done on your smartphone in the last 30 days?


“I love being

able to catch

up on deals on

my mobile

while out and

about.” —BabyCentre Mum



Mobile is critical throughout the

purchase process


AWARENESS PURCHASE CONSIDERATION

Get product

IDEAS

Get product/brand

RECOMMENDATIONS

Compare

FEATURES

Compare

PRICES

Find vouchers

or deals

Decide

WHERE to buy

21% 20% 20% 23%

15% 16%

45% 41%

44% 49%

29% 32%

0%

10%

20%

30%

40%

50%

60%

2012 2013

+147%

+133%

+114% +105% +120% +113% +93% +100%



Mums use their phone to research all products Whether she buys depends on the category


58%

57%

55%

50%

48%

41%

39%

39%

35%

15%

23%

41%

39%

13%

33%

15%

20%

14%

Baby Gear

Food & Beverage

Apparel

Shoes & Accessories

Travel

Music, Movies & Video

Home Improvement / Décor

Personal Care / Beauty

Nappies and/or wipes Researched Purchased

Q: What kinds of items have you researched and/or purchased using your smartphone?

Top Shopping Apps

32% 31% 6%



Mum’s research is happening on her smartphone,

while she shops

94% 93% 88% 88%

62%

44% 45% 42%

2%

35%

13% 20%

58%

26%

0%

21%

3% 2%

Living roomwhile watching

TV

In bedIn a store whileshopping

KitchenBathroomChild(ren)’s room

Smartphone Tablet PC Laptop

Q: In the past 30 days, where have you used each device?

88%



4 in 5 moms notice ads on their smartphone

Build mobile creative with utility in mind

+15%

Source: BabyCentre 21st Century Mum ™ Insights Series: 2013 Mobile Mum Report, September 2013

35%

21%

12%

10%

10%

10%

9%

8%

8%

7%

5%

5%

Coupon

Deal nearby

GPS to show deal nearby

Ads for a useful app

Email for product info to review later

How to videos on how to use the product

Give mobile number for coupon

Scan bar codes for more info

Integrated with your camera

Credits for apps or music

Click to call the store featured in the ad

Subscribe to a newsletter

Features in ads most appealing to mums



Mum’s mobile device is an essential tool. Deep integration into every part of her life creates

countless ways for marketers to engage. 1

No social media strategy is complete without

mobile. Align marketing with Mum’s mindset and give her

the tools to amplify your message. 2

Streamline the path to register. Leverage mobile to

create an immediate connection between information and

action. 3

Mobilise the message. Build creative with utility.

Media consumption has, and will continue to evolve. 4

Key takeaways


© BabyCentre, LLC. Confidential. All rights reserved. © BabyCentre, LLC. Confidential. All rights reserved. © BabyCentre, LLC. Confidential. All rights reserved. © BabyCentre, LLC. Confidential. All rights reserved.

[email protected]

@MumInsightsUK

www.babycentresolutions.co.uk

Thank You


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Vincent de lorca babycentre - mml 2013