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© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.
Mind the Gap The Global Disconnect
Between Moms and
Marketers
April 2016
© BabyCenter, LLC. Confidential. All rights reserved.
UK
India
Canada
Spanish Language
US
Germany
Australia
Brazil
France
Middle East
Malaysia
Source: BabyCenter 21st Century Mom® Insights Series, Mind the
Gap: The Disconnect Between Moms and Marketers, April 2016.
nternal BabyCenter Data.
BabyCenter around the world
Reaching 45MM moms online globally
– 11 global properties, 9 different languages
Every 6 seconds, a new mom joins BabyCenter
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
Report Methodology
4,811 pregnant women and
moms recruited in 7 different
countries/regions
1 on 1 conversations to
uncover deeper insights in
Canada, UK and US
In-depth Survey 1:1 Interviews Social Listening
Conversations in the
BabyCenter community
to track specific trends
US (n=501)
Recruited through
Research Now
Brazil (n=537)
Recruited through
site intercepts
Canada (n=1,117)
Recruited through
Research Now
UK (n=1,067)
Recruited through
Research Now
Germany (n=644)
Recruited through
site intercepts
Middle East (n=525)
Recruited through
site intercepts
India (n=420)
Recruited through
site intercepts and
Community
Country flags used:
Brazil
Canada
India
UK
US
© BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.
Perception vs. Reality
A Brand New
Buying Experience
Winning with Moms
Around the World
CHAPTERS
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
Perception vs. Reality
•Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect
Between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
CHAPTER 1
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect
between Moms and Marketers, April 2016.
How she feels during pregnancy
30% 13% 50% 55% 63% 32% 21% 37%
Beautiful Fit Anxious Emotional
Q: Which of the following words do you use to
describe yourself / do advertisers portray you?
(global survey data)
Pregnant
Brand portrayal
When you see a makeup commercial and it’s all airbrushed it doesn’t make you want
to buy the makeup. Nobody wants to see perfection. – Caroline, babycenter.co.uk
+113%
+137%
+143% +50%
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26% 14% 42% 56% 60% 43% 21% 30%
Beautiful Fit Anxious Emotional
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect
between Moms and Marketers, April 2016.
How she feels as a new mom
Adverts for baby milk irritate me. There’s no screaming or crying at bottle time. That is not a
realistic example of when a baby is starving hungry. – Natasha, babycenter.co.uk
Moms
Brand portrayal
+134%
+208% +105%
+86%
Q: Which of the following words do you use to
describe yourself / do advertisers portray you?
(global survey data)
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect
between Moms and Marketers, April 2016.
Life-stage deepens the disconnect
% that agree advertisers portray them realistically
(global survey data)
Pregnant
19% Moms
15% Gap
-21%
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56% 30% 34% 35% 34% 18% 14% 19% 8% 19%
Brazil Canada India UK US
Moms
Brand portrayal
Global comparisons reveal greater gaps in some countries
Q: Which of the following words do you use to
describe yourself / do advertisers portray you
as a mom?
“Anxious” (among new and expectant moms)
+211%
+114% +79% +337% +79%
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect between Moms and Marketers, April 2016.
Spotlight on Brazil Local concerns play an enormous role
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Q1'15 Q2'15 Q3'15 Q4'15 Q1'16
I'm terrified of the Zika virus, and
doing research, I learned about
other viruses and infections that
can harm my baby.
– Fernanda, brasil.babycenter.com
Num
ber
of
convers
ations
+19% vs. March 2015
Anxious
Over 7,000
conversations about
Zika in the last 6 months
Zika
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Worldwide, brands are portraying moms as beautiful, but they don’t feel that way
Q: Which of the following words do you use to describe
yourself / do advertisers portray you as a mom?
38% 24% 26% 13% 29% 63% 63% 72% 66% 54%
Brazil Canada India UK US
“Beautiful” (among new and expectant moms)
+66% +162%
+177% +408%
+86%
Moms
Brand portrayal
Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect between Moms and
Marketers, April 2016. BabyCenter 21st Century Mom® Insights Series, 2015 State of Modern Motherhood Report.
Spotlight on UK
Moms feel enormous pressure to be perfect
3 in 4 say it’s important to be the “perfect mom”
How she
describes
herself
How she
describes the
“perfect mom”
29% 4% Sexy /
beautiful
Physically
fit &
healthy 62% 29%
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
A Brand New Buying
Experience
© BabyCenter, LLC. Confidential. All rights reserved.
CHAPTER 2
Source: Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
Motherhood shifts purchasing criteria
51%
31% 43% 36% 40%
36%
51% 42% 50% 48%
Brazil Canada India UK US
Very much
Somewhat
85% of moms have changed their purchasing
criteria since starting a family
Around the world …
Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern
Motherhood Report, co-sponsored by IAB, February 2015.
Spotlight on US
The shift happen across multiple categories
Percent of moms who changed criteria
63% Groceries/Food/Bev
Apparel/Accessories/Shoes
Cleansers/Detergent 52%
48%
42%
41%
35%
Personal Care/Cosmetics
Financial Services
Consumer Electronics
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood
Report, co-sponsored by IAB, February 2015.
Spotlight on US
Moms change their personal care products
Katie, 30
L Chicago, USA
Before
Pregnancy
During
Pregnancy
Five Weeks
After Baby
6+ Weeks
After Baby
© BabyCenter, LLC. Confidential. All rights reserved.
Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect between Moms and Marketers, April 2016.
The top three priorities are universal
% that consider it somewhat or very important
(global survey data)
Quality
93% Safety
90% Ease of use
89%
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69%
42%
Global nuances do exist for other priorities
Everyday low prices
Easy to find in store
75% 65%
80%
Is socially responsible 66%
Developed
countries*
Developing
countries*
* Brazil, India, and Middle East
* Canada, Germany, UK, and US
Q: Thinking of your favorite brands, how important are the
following? (somewhat / very important)
Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
Winning With Moms Around the
World
CHAPTER 3
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.
Bridge the
disconnect
Moms want to feel
seen, heard, and
understood
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
When moms feel good about
a brand …
3 in 5 bring it up in conversation
83% make a repeat purchase
(global survey data )
© BabyCenter, LLC. Confidential. All rights reserved.
How moms moms around the world manifest brand loyality
Canada
55% sign up for
rewards or newsletters
US
46% leave an
online review
UK
4 in 10 sign up to
receive vouchers
or newsletters
Brazil
4 in 10 follow brands
on social media
India
42% text their friends
about the product
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.
7 in 10
moms globally say it’s important
for a brand to understand what
it’s really like to be a mom
I didn’t know why my baby carrier had
this extra layer of fabric but then I
realized the baby chews on it and I can
just wash the extra layer of fabric
without washing the whole thing.
– Jiyoung, babycenter.ca
Embrace the real
motherhood
She rewards brands
that understand her
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
(global survey data)
© BabyCenter, LLC. Confidential. All rights reserved.
Some global nuances
80%
60%
78% 72%
68%
Brazil Canada India UK US
Around the world, moms say it’s important for a brand
to understand what it’s really like to be a mom…
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.
Go mobile to get
her attention
Moms and mobile
are attached at the
hip
9 in 10
moms globally own a
smartphone
It's just not convenient to sit in front
of the laptop to do what I need to
do. I feel like I pay more attention to
my kids if I can do something quick
on my phone vs. sitting at the laptop
and doing it.
- Stephanie, babycenter.com
(global survey data - among online respondents)
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Global Disconnect between Moms
and Marketers, April 2016. BabyCenter 21st Century Mom® Insights Series, Global Media Mom Report, 2012.
Mobile is essential in her life
25%
58%
19%
72%
65%
94%
93%
94%
90%
93%
Brazil
Canada
India
UK
US
+276%
+60%
+395%
+25%
+43%
2012
2015
Smartphone ownership/frequent usage (among online respondents)
© BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.
Give her tools,
not toys
Showing (and telling!)
inspires confidence
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
The first time we used our stroller it
took us 30 minutes to collapse it. It
would have been helpful if the
instructions would have been attached
to the stroller.
– Jiyoung, babycenter.ca
50% of moms globally say
brands that show them how
to use a product help them
feel ready for motherhood
(global survey data)
© BabyCenter, LLC. Confidential. All rights reserved.
Some global comparisons
60%
40%
50% 44%
62%
Brazil Canada India UK US
% of moms who want brands to show them how to use
a product / have a demo around the world…
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.
Make online
reviews an
essential part
of your strategy
Moms are crowd-
sourcing opinions
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
9 in 10
moms globally agree online
product reviews are
influential when purchasing
children’s products
It doesn’t matter if I’m buying bottles or
clothes or big things like sterilizers, I
always read loads of reviews first
before I commit to buying.
– Chloe, babycenter.ca
(global survey data - among online respondents)
© BabyCenter, LLC. Confidential. All rights reserved.
Parent recommendations and expert reviews carry weight
Q: What can brands / manufacturers of products do to help
first-time new moms feel more ready and prepared?
55%
19%
43%
20%
30%
67%
53% 52% 52%
69%
Brazil Canada India UK US
Feature expert reviews
Feature mom reviews
Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap:
The Disconnect Between Moms and Marketers, April 2016.
© BabyCenter, LLC. Confidential. All rights reserved.
For more information, contact:
solutions@babycenter.com (US)
ca.bcsolutions@babycenter.com (Canada)
bcsolutions@babycentre.co.uk (UK & Other Markets)
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