NEW YORK, NY, Apr 19, 2012 (MARKETWIRE via COMTEX) --
BabyCenter(R), LLC, the #1 pregnancy and parenting mobile and web
destination worldwide, today released its 2012 American Media Mom
report, the latest installment of BabyCenter's 21st Century Mom(R)
Insights Series. At an exclusive gathering of media industry
luminaries at the Time Warner Center this morning, the research
detailed the dramatic reshaping of the family media ecosystem. The
findings were the result of in-home interviews with moms, survey
research among over 2,500 moms and other online adults, and a
three-screen behavior analysis with Nielsen.
Mom uses the latest digital devices as necessities -- not luxuries --
to help her master the changing media landscape for herself and her
family as she takes on the new role of Family Media Manager. Compared
with the general population, moms over-index on ownership and usage
of EVERY digital device, including laptops, digital cameras, DVRs,
and gaming consoles. In particular, she is 38% more likely than the
general population to own an Internet TV device (e.g. Apple TV,
Roku), 28% more likely to use a tablet, and 38% more likely to own a
smartphone.
"This research confirmed what we've been seeing over the last couple
of years -- that mom is at the forefront of technology adoption,
readily transforming behaviors to better support her journey of
motherhood," said Mike Fogarty, SVP and Global Publisher at
BabyCenter. "Today, the American Media Mom is getting the information
and entertainment she wants anywhere she wants it. She's mastered the
latest technology and devices and primetime is anytime. Marketers
should understand Mom's mindset, but also her fast-evolving media
behaviors."
Meet the New Disruptors
While smartphones continue to be Mom's
"remote control for her life," new media disruptors are taking center
stage. Tablets, Internet TV, and online video are drastically
reshaping the family media experience. Compared to three years ago,
over one third of the general population says that they are spending
less time watching live TV or reading magazines or newspapers. This
pattern is even more exaggerated for Moms -- they are 2/3 more likely
to say that they spend less time with live TV and radio. And, moms
are more than 50% more likely to say that they are spending more time
with online video and Internet TV than the general online population.
In the year since we unveiled BabyCenter's 21st Century Mobile Mom(R)
Report, smartphone adoption among mothers has increased another 10
percent to 65%. According to Nielsen's Mobile Insights data from Q4
2011, Mom smartphone owners are more likely to use their devices to
their fullest capacities than the general population. For instance,
she is texting and using social media on her mobile device at a
higher rate. Mom is also 53% more likely to use mobile banking
applications and 58% more likely to shop via her mobile phone
compared to the general population.
The Family Media Manager Runs the Show
"Today, Moms are having to
take on a new role -- the Family Media Manager -- to discover and
manage appropriate content for her kids, and establish new family
device and entertainment rules and rituals," added Mike Fogarty.
Whether it's watching her favorite shows during some downtime, doling
out her kids' YouTube playlist during a long car trip, or tapping
into her social graph for opinions on products and services when
she's in-store, she will adopt the formats that allow her to maximize
her time. According to Nielsen's behavioral data, Moms spend twice as
much time online monthly: 66 hours versus 33 hours for the general
population, and spends 63% more time streaming online video. We also
found that Mom is 45% more likely to use social media regularly
compared to the general population. In short: flexibility and
efficiency rule Mom's media day.
More Devices = More Media
It is not a zero sum media game for moms.
Multiple devices do not seem to be taking away time from any one
media platform. On average, moms are spending 10.9 hours daily with
media. According to the 2012 American Media Mom report, those who own
an Internet TV device spend over 3 additional hours with media, and
moms who own a smartphone, tablet AND Internet TV device are spending
over 7 additional hours with media -- which adds up to over 17 hours
per day -- in large part because of mom's heightened ability to
multitask with devices and media.
Moms are media multitaskers when it comes to video. Half say that
they are always or often talking to someone else or using social
media while watching TV. 40% are also going online on their tablet,
mobile phone or texting someone while watching TV. And 1 in 4 are
talking on the phone at the same time. Moms are twice as likely to be
using social media or texting while they are watching videos; 3 in 4
moms say that they skip all of the ads they can while watching
television content, a rate that is 20% higher than the general online
population.
Her Path to the Register Has Evolved
In BabyCenter's 2011 Shopping
Rituals of the American Mom Report, we saw that the purchase funnel
has been upended. In the six months since we unveiled that data,
mom's reliance on mobile throughout the purchase process has
dramatically increased. Usage of mobile media for getting product
ideas has risen from 20% to 36%; usage of mobile product/brand
recommendations has grown from 17% to 33%; using mobile for feature
comparisons has risen from 21% to 37%; mobile for price comparison
review grew from 28% to 45%; finding coupons or deals shifted from
22% to 31%; deciding where to buy has nearly doubled from 16% to 30%.
Additionally, one in 5 moms have scanned a barcode for price
comparisons in the past 30 days, and 9% regularly scan QR codes.
METHODOLOGY
The findings in BabyCenter's 2012 American Media Mom
report are the result of qualitative research, quantitative survey
data, and three-screen behavioral data with Nielsen. We conducted
in-home interviews with new and expecting moms in Chicago and San
Francisco in February 2012 through our research partner Gallin Group.
In addition, we conducted in-depth survey research on media behaviors
and attitudes among 1100 new and expecting moms through BabyCenter's
21st Century Media Panel as well as 1400 non-moms (referred to as
general population) using Socratic's online panel. Finally, Nielsen
provided a three-screen behavioral analysis across Television, Online
and Mobile behavior comparing BabyCenter's moms to persons 18+.
About BabyCenter(R)
BabyCenter(R) is the voice of the 21st Century
Mom(R) and modern motherhood. It's the #1 pregnancy and parenting
mobile and web destination worldwide, reaching more than 10 million
moms monthly in the United States and more than 26 million moms
monthly in 22 markets from Australia to India to China. In the United
States, 7 in 10 babies born last year were BabyCenter babies.
BabyCenter is the world's partner in parenting, providing moms
everywhere with trusted advice from hundreds of experts around the
globe, friendship with other moms like them, and support that's
remarkably right at every stage of their child's development.
BabyCenter also works with some of the world's most prominent brands
and institutions to provide life-stage marketing solutions and a
direct line to highly engaged moms. BabyCenter is a member of the
Johnson & Johnson family of companies.
Call Center/CRM
Info Tech 
IP Communications 
Mobile 
Green 
Satellite 
Robotics 
Internet Telephony Magazine
Click here to read latest issue
CUSTOMER 
Cloud Computing Magazine
Click here to read latest issue
M2M Evolution Magazine
