Este es el estudio que presentó Tina Sharkey sobre las mamás mexicanas. La conferencia se realizó en el congreso IAB CONECTA 2011.

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6. • 21st Century • BabyCenter Talk • Site analytics; • Culturally embedded
Mom® Panel in US Tracker™ in US tracking 78% of new editors in 22 markets
and expectant moms
• Global • Posting questions on our site • Medical Advisory
to groups Boards in every
• Moms with children
• Mobile usage market
-9 to 12+ years old • Monitoring
community • Due date/child’s age
conversations
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7. • Seeded conversations on the • In-depth surveys in June 2011, • Market statistics
BabyCenter Mexico Community, capturing the thoughts &
giving direct qualitative access opinions of over 1,000 pregnant • Population & birth statistics
to mom. women & moms in Mexico.
• Internet penetration
• Mined conversations in active • 4 surveys focused on:
• Mobile penetration
areas of the BabyCenter Mexico
Community.
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11. • more likely to be SAHMs
• more likely to believe domestic
electronics are the biggest advantage they
have today …than Latin American Moms
• more likely to feel guilty about spending
too little time with their kids
• more likely to think their time is more
important than money… than US Latina Moms.
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17. (The products that index high along the journey to motherhood
(220) (321) (171) (296)
(147) (210) (149) (187)
(141) (153) (147) (179)
(120) (202) (133) (167)
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19. ”
”
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24. •
•
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25. Before After
60%
50%
40%
30%
20%
10%
0%
5-8am 11am-1pm 4-6pm 9pm-Mid
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27. • Email
• Mobile Web
• Apps
• SMS
• Voice
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30. Social Mom
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47. The journey of motherhood triggers a
profound change & makes her more open
to marketers than at any other time.
Be engaging. Stand out. Mom’s
attention is fractured.
Mindset matters. Social messages are
perceived differently in different social
environments.
To reach moms, mobile is a must-have in
your marketing mix.
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