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SheSpeaks Baby Care: Consumer Insights 2019

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In 2019 SheSpeaks commissioned our Baby Care study with the goal of better understanding:
- What drives Moms' purchase intent
- How Moms are engaging in social & with Baby Care brands in social
- What causes mom to experiment & engage with new Baby Care brands and products
- What is the role of dads in today's decision-making processes

The following report details our findings.

Publié dans : Marketing
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SheSpeaks Baby Care: Consumer Insights 2019

  1. 1. 1 Consumer Insights: Baby Care 2019
  2. 2. 2 Executive Summary Key Learnings SheSpeaks. Baby Care Consumer Insights April 2019 Influencing Baby Care Purchase Decisions: • Price (85%), friend/family recommendations (80%) and Reviews on a store website are most influential factors in baby care purchase decisions • Celebrity endorsements have negligible impact (7%) in this category Social Media Influence: • 87% of moms consult at least 1 social media platform when shopping for baby care products • Facebook (73%) 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 and convenience are the strongest factors in the decision to buy online vs. in-store Connecting with Baby Care Brands on Social • 82% of moms follow at baby care brands 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 • 67% of dads are very or somewhat involved in baby care purchase decisions -- only 9% are not at all involved. Moms agree - Pampers is one of the brands doing a better than average job of social engagements
  3. 3. 3 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 SheSpeaks. Baby Care Consumer Insights April 2019 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 ofmoms cite social media as a purchaseinfluencer 85% 18% 6% 30% 6%80% 6% 80% 48%
  4. 4. 4 Social Media Influence • Facebook & Instagram are the social media platforms most consulted for baby care purchases • Pinterest & Twitter also inform moms’ purchasing decisions Facebook Twitter Pinterest Instagram Tumblr Other N/a 73% 33% 40% 4% 59% 5% 21% SheSpeaks. Baby Care Consumer Insights April 2019
  5. 5. 5 Online vs. In-Store Purchasing • The main reasons cited for online vs. offline purchasing are better prices convenience 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 Shopping online is Faster/Easier Item was Bulky/Heavy - Easier to buy online Other N/a 73% 54% 6% 63% 36% 5% 65% SheSpeaks. Baby Care Consumer Insights April 2019
  6. 6. 6 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 Diapers Food Clothing/shoes Toys Furniture, including seats/swings Transport, i.e. strollers, car seats Other N/A 63% 21% 4% 57% 6% 54% 56% 72% SheSpeaks. Baby Care Consumer Insights April 2019
  7. 7. 7 Social Sharing Baby Care Content • The vast majority of moms share baby care related content on social media. • Facebook is the platform moms post to the most but Instagram is not distant #2 at 62%. This represents a 41% increase since 2017. Facebook Twitter Pinterest Instagram Tumblr Blog Retailer Website N/a 74% 42% 28% 6% 10% 62% 48% 35% Sharing content allows women to connect with their social community & their broader mom network SheSpeaks. Baby Care Consumer Insights April 2019
  8. 8. 8 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 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? SheSpeaks. Baby Care Consumer Insights April 2019
  9. 9. 9 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% SheSpeaks. Baby Care Consumer Insights April 2019
  10. 10. 10 Where Is She Buying? • Moms buy baby products - everything from food to diapers- both in-store and online. • Walmart, Amazon and grocery stores top the list of places where moms shop the most. SheSpeaks. Baby Care Consumer Insights April 2019 Walmart/.com Amazon Sam's Club/.com Costco/.com Target/.com Grocery Store Drug store I have not purchased this item Other store Diapers 74% 59% 21% 20% 52% 40% 29% 1% 8% Formula 56% 25% 11% 8% 30% 35% 17% 21% 3% Food 74% 32% 20% 14% 49% 58% 16% 3% 6% Clothing 77% 66% 16% 13% 63% 10% 3% 0% 21% Toys 80% 82% 11% 11% 56% 17% 14% 1% 13%
  11. 11. 11 The Role of Dads in Baby Care Purchase Decisions • Most parents make purchasing decisions together • 67% of dads are very or somewhat involved in baby care purchase decisions Very involved Somewhat involved Only occasionally involved Never involved 35% 21% 9% 32% SheSpeaks. Baby Care Consumer Insights April 2019
  12. 12. 12 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! SheSpeaks. Baby Care Consumer Insights April 2019
  13. 13. 13 SheSpeaks Research & Methodology Research Methodology: This survey was fielded online among 500 SheSpeaks members with at least one child under the age of 36 months. The sample is comprised of U.S. women aged 24-49 years and older. SheSpeaks. Baby Care Consumer Insights April 2019
  14. 14. 14 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 SheSpeaks. Baby Care Consumer Insights April 2019
  15. 15. 15 Thank You! Carol Milliron SVP Client Engagement carol@shespeaks.com

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