Baby Center`s 21st Century Mom Report

The Remarkably Right™ way to reach the 21st Century Mom™
Knowledge
Global website of industry leading
editorial content
Email
Personal and
targeted connection
to mom
Social Media
Rapidly growing audience
21st Century Mom Panel
Largest mom panel in US
Blogs
MOMformation and
FAMEbaby, Mocha
Mama, etc.
Videos &
Photos
Pregnancy,
baby, toddler,
etc.
Facebook
Reaching her across
multiple community
environments
Reaching and
engaging more than
8MM unduplicated
moms in the US each
month, across multiple
touch points.
Tools
Baby name finder, height
predictor, kids activities, etc.
Mobile
Applications
BabyCenter Booty
Caller
Voice Portal
Baby Tips
Multicultural
Hispanic and African
American
Twitter
Follow us at @BabyCenterMom and
@MomInsights
Insights Study Highlights
BabyCenter LLC Confidential. All
rights reserved.
Learn more by contacting:
Suzanne Skop
(646) 487-6380, x203
suzanne.skop@babycenter.com
www.babycentersolutions.com
www.babycentersolutions.com
BabyCenter Delivers
The Web’s #1 global interactive parenting brand
Unparalleled Reach
BabyCenter reaches 78% of new and expecting moms online every year! That’s 16MM
new and expectant moms across 21 markets worldwide; and more than 8MM in the U.S.
Deeply Loyal Audience
73% of BabyCenter moms return every week for trusted advice and friendship.
Word-of-Mouth Marketers
77% of our moms share the information they find on BabyCenter with others. 1 in 3 have
recommended a brand or product to a friend after seeing it advertised on BabyCenter.
Industry Leadership
Featured expert on all top business and consumer outlets including Advertising Age’s
March 2008 “Digital A-List,” NBC’s “Today” show and ABC’s “Good Morning America.”
Our 21stCentury Mom™ Panel is the largest proprietary U.S. panel of 85K engaged
moms and moms-to-be, managed by Socratic.
Editorial teams culturally embedded across 21 countries.
Trusted advice and expert information from Medical Advisory Boards in all 21 markets.
BabyCenter connects marketers with moms via multiple touch points
Email: More than an email, an emotional connection; BabyCenter’s personalized
email newsletter for many moms is the “home page” of BabyCenter and how they
begin their connection.
Website/Knowledge: Our U.S. website alone reaches 6.5MM – that’s more
people in a month than there are births in the U.S. a year!
Community: Based on what mom wants from social media and developed from
knowledge gleaned from over a decade of supporting the motherhood journey.
Blogs: Influential parenting blogs including Momformation named “Most
Authoritative Blog in the parenting space” by Technorati.
BabyCenter LLC Confidential. All
rights reserved.
Sources: ComScore Media Metrics, June 2009; Internal Data, July 2009
www.babycentersolutions.com
mealtime mom
beauty mom
90% eat dinner as a family several
times weekly.
68% reevaluated their beauty
routine when they became mothers.
Hispanic mom
1 in 4 U.S. births are to a
Hispanic woman.
gadget mom
91% of moms never leave the
house without their cell phone.
eco mom
media mom
After becoming a parent,
moms are 89% more likely to
say environmental impact is an
important purchase criteria.
10.7 additional hours of
parenting cuts into her
media usage.
dr. mom
social mom
84% say the Internet has made
them more informed about
children’s health issues.
44% use social media for
WOM recommendations on
brands & products to buy.
empowered mom
becoming a mom
A new mother is born every
7 seconds in the U.S.
She is 70% more likely to say
its easier to take time off to
have a family and then return
to have a successful career.
Methodology
• 21st Century Mom™ tracking study conducted with NovaQuant. 1st wave 2006, 2nd wave
completed in May 2009.
• 18 in-depth surveys between January & June 2009, capturing the thoughts and opinions of over
25,000 moms on the BabyCenter 21st Century Mom™ Panel and website.
• Seeded conversations on the BabyCenter Community leading to hundreds of comments and
discussions, giving direct qualitative access to mom.
• Mined conversations in active areas of the BabyCenter Community.
• Supplemented where appropriate with insights from comScore, Nielsen, Mediamark, eMarketer,
CDC
& other government
sources.
BabyCenter LLC
Confidential.
All
rights reserved.
www.babycentersolutions.com
Becoming a Mom
Having a baby triggers a series of purchases
The products that index high along the journey to motherhood:
(675)
(589)
(523)
(253)
(525)
(482)
(354)
(228)
(572)
(307)
(364)
First Trimester
(174)
(324)
(198)
(236)
(194)
Nursery
Big Ticket
Sharing
Second Trimester Third Trimester 0-6 Months
Planning
6-12 Months
Not just cribs and bottles… Having a baby
changes her purchase criteria for everything from
73% 72%
apparel
to
autos
63%
62%
Have you changed your purchase
Did you change your
purchase criteria?
Apparel
Overall
Cleaning
Apparel
44%
51%
Cleaning
criteria or the brands you buy,
since becoming a mom?
Overall
Q
Did you change the brands
you purchase?
How BabyCenter leads the charge:
Motherhood is a transformative moment. BabyCenter reaches 8MM new and
expecting moms online monthly in the U.S. who are receptive to marketing
messages..
BabyCenter offers a variety of tools designed to help moms across multiple life
stages. Some of our most popular tools include the BabyNamer,
Due Date Calculator and the Ovulation Calculator.
BabyCenter LLC Confidential. All
rights reserved.
Sources: BabyCenter’s 21st Century Mom™ Report, July 2009
www.babycentersolutions.com
Social Mom
63%
66%
60%
Social media is mass media
for all moms
Moms Overall
Q
Q
Do you use social media
regularly?
21%
Millennial Moms
11%
GenX Moms
6%
2006
Not all social sites are created equal
Q
Which of these social sites do you use for
each activity?
2009
Shared experience.
72% trust posts from those
with similar experiences.
Anonymity.
71% of BabyCenter members
share info they wouldn’t
share on Facebook.
Content rich.
140 characters aren’t enough
to share and learn..
How BabyCenter leads the charge:
BabyCenter moms are highly engaged in our Community with well over 16.4MM
comments , almost 2.95MM conversations and over 963K photos uploaded and
growing daily.
71% of our info-seeking moms want companies to interact with them in the
BabyCenter Community.
BabyCenter LLC Confidential. All
rights reserved.
Sources: BabyCenter’s 21st Century Mom™ Report, July 2009; BabyCenter Voice of Moms Survey, Dec 2008;
Internal Data, July 2009
www.babycentersolutions.com
Media Mom
Marketers lose 3 media hours a day when she becomes a mom.
From mealtime to snacktime
Q
Do you regularly give each of these
mediums your sole focus?
Before: Entertainment is
moms’ #1 priority.
After: Quick, efficient Q&A
is her goal.
46%
41%
TV
Internet
Magazines
34%
7%
Before
9%
39% say their time online is
often the most peaceful part
of their day.
4%
After
Naptime is the new primetime
Q
When do you use each medium?
How BabyCenter leads the charge:
BabyCenter content is viral. 77% of our moms share the information they find on
BabyCenter with others. On average, our audience shares information found on our site
with 4 other people.
BabyCenter is followed by and maintains an extensive and ever-growing fan base
on both Twitter and Facebook.
BabyCenter LLC Confidential. All
rights reserved.
Sources: BabyCenter’s 21st Century Mom™ Report, July 2009; Internal Data, July 2009
www.babycentersolutions.com
Beauty Mom
Her beauty time has been nearly halved,
causing her to change her goals
many minutes per day do you spend on
Q: How
your beauty/personal care routine?
41.7
Before, 44% said their beauty routine was
like a 5 course meal. After, 83% “beauty
snack”.
-41%
24.5
Before
After
81% say their personal care/beauty style is
all about being naturally beautiful, now.
In turn with a focus on natural beauty, the
percent who avoid synthetic ingredients in
personal care products is up 44% since
2006.
How BabyCenter Leads the Charge:
Women are 97% of BabyCenter’s audience. Together, they are transitioning
through the single biggest inflection point in their beauty routine. Reach them when
they are reconsidering everything from lotions to cosmetics.
BabyCenter’s “For You” content and the BabyCenter Community offer compelling
ways to reach women when they are thinking about how to incorporate beauty into
their rapidly changing lives.
BabyCenter LLC Confidential. All
rights reserved.
www.babycentersolutions.com
Hispanic Mom
U.S. Hispanic Moms: On the rise & going online
Millions
Number of US Births
4.0
Hispanic
1 in 4 U.S. births are to a
Hispanic woman.
Non-Hispanic
- 3%
3.0
2.0
1MM
48% of Hispanics use the
Internet; up 45% since 2002.
+ 95%
1.0
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
0.0
Hispanic Moms are spending
18% more time online
compared to 3 years ago.
Online Hispanic Moms are avid shoppers for their families
30%
more likely to say they
“LOVE TO SHOP”.
39%
73%
more likely to say brand names are
say they don’t feel they’re
overspending or wasting money when very important when it comes to skin
care products for her children.
they shop for their kids.
What does this mean for you?
BabyCenter Español engages over half a million Hispanic moms monthly. Hispanic
moms turn to us because our content is not just in Spanish, its specifically written
for them.
BabyCenter LLC Confidential. All
rights reserved.
www.babycentersolutions.com
Mealtime Mom
Mom takes the lead in the kitchen
75%
67%
80%
of meals today are still
prepared by moms.
see dinner as the most
challenging meal of the
day.
use cooking short-cuts
like pre-packaged
foods.
Moms turn to the Internet for recipes
81%
77%
60%
started looking for different
kinds of foods and recipes
when they became a
mom.
turn to the Internet for
recipes. It’s #1 source –
higher even than
cookbooks!
want a tool giving them
recipes with kid ratings & 66%
want stage-based recipes.
How BabyCenter leads the charge:
87% of BabyCenter moms go online to find recipes and mealtime solutions.
BabyCenter’s Food & Recipes tool arms mom with a variety of kid-friendly
expert and community recipes.
BabyCenter LLC Confidential. All
rights reserved.
Sources: BabyCenter’s 21st Century Mom™ Report, July 2009; Voice of Moms Survey, Jan 2008
www.babycentersolutions.com
Dr. Mom
Expert advice is the #1 reason Moms come to BabyCenter.
She starts with information from experts
84% say the Internet has
made them more informed
about children’s health
issues.
82% would go online for a
second opinion.
Then taps into the wisdom of other moms for
a second opinion
Q What topics would you pay attention to in
an online community?
Children’s health info
Childhood development tips
Children’s product reviews
Parenting advice
Recipes
Seasonal topics (e.g. holidays)
91%
79%
72%
59%
57%
30%
When DD had her first fever, I
was able to look up prior posts of
other moms who had gone
through that, what their LO's
symptoms were, and what their
doctors recommended.
BabyCenter Mom
Gina
How BabyCenter leads the charge:
BabyCenter’s stage targeted Symptom Guides are a first stop for Dr. Mom.
BabyCenter delivers vital content moms are looking for. Our “Is It Safe?” and
“Is It Normal?” guides are a must-read for every mom and mom-to-be.
BabyCenter offers an extensive library of expert answers moms are looking
for, and mom-to-mom wisdom with community answers to keep her family
healthy.
BabyCenter LLC Confidential. All
rights reserved.
Sources: BabyCenter’s 21st Century Mom™ Report, July 2009
www.babycentersolutions.com
Eco Mom
It’s not about the polar bears, it’s about her polar bear.
Q
Which of these most inspires your
interest in being more eco-friendly?
92%
41%
Concern for my
child(ren)
Q
Concern for the
Earth
If you had to choose between these
three brands, which would you pick?
Saving the planet starts
at home
54%
30%
17%
A. Brand gives 5% of proceeds B. Brand gives 5% of proceeds C. Less expensive brand that
to an environmental cause
to a children's cause
doesn’t give back
How BabyCenter leads the charge:
BabyCenter’s Green Living section includes editorial like how to protect
your baby from toxins during your pregnancy, and safe shampoos for your
kids, for eco-minded moms.
BabyCenter moms are meeting, chatting, and swapping tips on green living
topics all across the BabyCenter Community.
BabyCenter LLC Confidential. All
rights reserved.
Sources: BabyCenter’s 21st Century Mom™ Report, July 2009
www.babycentersolutions.com
Gadget Mom
CMO: Chief Memory Officer
Q
Digital cameras:
• 93% own one
• 36% never leave the
house without it
How do you record & share family memories?
• 32% game on a Wii
• 24% game on a
Playstation
• 24% play PC games
51% go online with their
children.
BabyCenter
Booty Caller
At first it made me
laugh, but I signed up
anyway... Needless
to say, it WORKED!
Thanks!
BabyCenter
PhonyPhone™
55% let their kids play with
their cell phone.
56% are interested in being
able to turn their cell phone
into a child’s play phone.
BabyCenter Mom
LgHrnSara
Mommy to Grace 10/10/07
How BabyCenter leads the charge:
BabyCenter Booty Caller gives mom the fertility tips she’s looking for when trying
to conceive. BabyCenter is there to help every step of the way.
BabyCenter’s new iPhone/iTouch app, PhonyPhone™ is an engaging new
experience mom is guaranteed to have with her at all times.
BabyCenter LLC Confidential. All
rights reserved.
Sources: BabyCenter’s 21st Century Mom™ Report, July 2009
www.babycentersolutions.com
Power Mom
The 21st Century Mom™ is empowered & choosing balance
80%
of moms today feel they
have more power & control
over their lives
1 in 5
plan to off-ramp & then
reenter the workforce later
50%
of working moms have
already sought out
workplace flexibility, to
help care for their family.
How BabyCenter leads the charge:
BabyCenter understands Power Moms are busy and on-the-go. We keep
them up o date and informed with Top News Stories and award winnings
blogs.
Saving money is top-of-mind for Power Mom and BabyCenter accommodates
this with our Deals, Deals, Deals! Including our Free Stuff Great Deals and
Bargain Hunters Community Group.
BabyCenter LLC Confidential. All
rights reserved.
Sources: BabyCenter’s 21st Century Mom™ Report, July 2009
www.babycentersolutions.com
Insights Study Highlights
Learn more by contacting:
Suzanne Skop
(646) 487-6380, x203
suzanne.skop@babycenter.com
BabyCenter LLC Confidential. All
www.babycentersolutions.com
rights reserved.
www.babycentersolutions.com