BabyCenter American Media Mom Report1. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
2012 American Media Mom
April 2012
2. © 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
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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Use butterfly image
Transformation
of motherhood
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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
5. © 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
6. © BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: 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
7. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
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?
8. © 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.
9. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
Meet the 21st Century
Media Mom
10. © BabyCenter LLC. Confidential. All rights reserved. #21CMom© BabyCenter LLC. Confidential. All rights reserved.© BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: 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
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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 TechnophileFamily Media
Manager
14. © 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
16. © 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.
+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
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Digital is Essential
in Her Life
18. © 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
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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
20. © 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
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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
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MEDIA
HABITS
• Can’t live without
her phone
• Skypes her husband
during the day
• Reads Fit Pregnancy
magazine
Mary – The Mobile MasterFamily Media
Manager
I’ll be on my laptop
and watching TV
and I hate to say
this, but I’m also
watching YouTube
24. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
Fast Facts
Top Mom apps
(women w/ kids 0-4)
Facebook
Google Maps
Weather Channel
Angry Birds
YouTube
Pandora
Words w/ Friends
Bejeweled
Twitter
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.
27. © 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?
28. © 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
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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%
30. © 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
33. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
58%
42%
31%
29%
Word of Mouth
(In person
recommendation)
Parenting/Mom
website
Social
Networking
Online
Reviews
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
34. © BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insight Series
Online is critical in the
purchase process
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Traditional media Retail Stores Online Mobile Phone
AWARENESS PURCHASECONSIDERATION
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%
35. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
10
20
30
40
50
Source: BabyCenter 21st Century Mom® Insight Series
Reliance on mobile is increasing
dramatically
AWARENESS PURCHASECONSIDERATION
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?
36. © 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
37. © 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?
38. © 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”-iteFamily Media
Manager
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Media Mom is Changing
the Rules for Marketers
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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
41. © 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?
42. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
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
43. © 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…
44. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
Messaging to Media MomSpotlight
45. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
Spotlight Messaging to Media Mom
46. © 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?
47. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
Spotlight Messaging to Media Mom
48. © 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
49. © BabyCenter LLC. Confidential. All rights reserved. #21CMom
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
50. © 2011 BabyCenter LLC. Confidential. All rights reserved.
Questions?
We’d love to hear from you.
Email solutions@babycenter.com
Marketing Manager
first.last@babycenter.com
(XXX) XXX-XXXX