the american media mom: always-on, in control, and ... · •project was commissioned by babycenter...

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Nielsen CPH Analysis for TBS/George Lopez O’Brien


The American Media Mom:

Always-On, In Control, and Changing

the Rules for Marketers

Nielsen webinar with

June 2012

Jenna Berger, Research Manager, Nielsen

Michal Clements, Principal, The Cambridge Group; Strategist & Author

Inna Kern, VP, Global Sales Marketing, BabyCenter

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Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Where, when, and how do Moms engage with media?

• Project was commissioned by BabyCenter to support the latest installment of their 21st Century Mom® Insights

Series, American Media Mom

• Identify specific usage of BabyCenter Moms, and see how

their usage overlaps and/or differs from other Moms

• Key question: On which media types are we most likely to

find Moms?

• Measurement period: October 2011

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Mom’s Media Landscape

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33:26:03

58:28:37

26:55:40

5:33:20 8:10:27 4:46:28

Universe 18+ BabyCenter Moms Moms with Children <6

Surfing Online Streaming Video Online

Time per Person (HH:MM:SS)

BabyCenter visitors spend significantly more time

online than the average user

Source: Nielsen NetView online, October 2011

Definition: BabyCenter Moms are women 18+ in a household

with children under the age of 3 that visit BabyCenter.com

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Source: Nielsen TV/Internet Data Fusion, October 2011

On average, Moms watch less TV than average

TV viewer

Moms with children under 6 years old

watch 19 hours less TV per month than

the average TV viewer

142:13:12

158:00:07

161:04:48

Moms withChildren <6

BabyCenterMoms

Universe 18+

Total TV Viewing Per Person (HH:MM:SS)

98

88

Index to Universe 18+ Read as, BabyCenter Moms are 2% less likely than the average person to watch TV.



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However, Moms over index in time-shifted

TV viewing

142

161

27 21 19

BabyCenter Moms Moms with Kids <6 Universe 18+

Total TV Viewing (Hours) Timeshifted TV Viewing (Hours)

142

111

Index to Universe 18+


17% of all BabyCenter Moms’ TV

viewing is time shifted

Read as, BabyCenter

Moms are 42% more likely than

the average person to watch time-shifted TV.



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Moms TV viewing skews more towards programming

with a strong female lead Universe 18+

Dancing with the Stars

60 Minutes

Two and a Half Men

X-Factor

Castle

Person of Interest

Amazing Race 19

The Good Wife

Hawaii Five-0

Body of Proof

BabyCenter Moms

Modern Family

Grey’s Anatomy

X-Factor

Two and a Half Men


New Girl

2 Broke Girls

Private Practice

Parenthood

Biggest Loser

Moms with Children <6

X-Factor

Grey’s Anatomy


Two and a Half Men

Modern Family

Private Practice

Parenthood

New Girl

2 Broke Girls

Biggest Loser




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Moms focused on content on demand and engage

with TV programming across all screens

Source: Q4 2011 Mobile Connected Device Report; Nielsen @Plan Q4 2011; Nielsen NetView online October 2011

67% of Moms used the Internet and

watched TV concurrently yesterday.

1 out of every 5 people that stream

Broadcast Media online are Moms.

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Moms engage heavily with social networks on all

platforms accessible

53.0%

46.4% 49.0%

Moms with Kids <4 Moms with Kids Ages 5-9 Moms with Kids <9

% of Moms that use Social Media sites or apps on their mobile phone

155

136 141

Index to

Universe

18+

Source: Nielsen Mobile Insights Q4 2011

Read as, Moms with kids <4 are 55% more

likely than the average person to use Social Media sites on their

mobile device.

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15

31

11 8

76

25 34

8 9

95

27 24

8 12

108

0

20

40

60

80

100

120

Universe Moms with Children <6 BabyCenter Moms

497 523

976

0

200

400

600

800

1000

1200

1. Facebook

Minutes Spent per Person per Month on the Top 5 Largest Social Networks for Moms

Moms spend significantly more time on social

networks on computers than average user




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497 523

976

0

200

400

600

800

1000

1200

Universe Moms with Children <6 BabyCenter Moms

Minutes Spent per Person per Month Facebook

Nearly one out of three minutes a Mom spends

online on a computer is on Facebook

% of Total Time on Facebook

25% 32% 28%


Definition: BabyCenter Moms are women 18+ in a household with

children under the age of 3 that visit BabyCenter.com

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Moms multi-task across all media types, using both

computer and smartphone for a range of tasks

23.2% 26.5%

24.0%

All Moms Moms with kids ages <5 Moms with Kids under Age <11

% of Moms that use a Tablet while Watching TV – Several Times a Week

Source: Nielsen Mobile Insights Q4 2011

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23.2% 20.3% 21.7%

Moms with Children<4

Moms with ChildrenAges 5-9


Moms use e-Commerce on emerging platforms more

than the rest of the population

% of smartphone-owning Moms that exhibit mobile shopping behavior on their phone

158 138 147

Top 5 e-Commerce Sites for Moms* by Time Spent per

Person:

1.eBay (56 minutes) 2.Amazon (28 minutes) 3.Etsy (19 minutes) 4.WalMart.com (15

minutes) 5.Target.com (13 minutes)

Index to

Universe

18+

*Moms = Moms with children <6 years old

Source: Nielsen NetView online, October 2011; Nielsen Mobile Insights Q4 2011

Read as, Moms with kids <4 are 58% more likely than the average person to exhibit mobile shopping behavior their smartphone.

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29.8% 26.1% 27.7%


Moms with ChildrenAges 5-9


In addition to e-Commerce, Moms use both

computer and smartphone for keeping track of

finances

153 134 142

Index to

Universe

18+

*Moms = Moms with children <6 years old

Source: Nielsen NetView online, October 2011; Nielsen Mobile Insights Q4 2011

Moms* spend more time per month visiting

WellsFargo.com on their computer than

they do on FoodNetwork.com or

Huffington Post

% of smartphone-owning Moms that use mobile banking sites or apps on their phone

Read as, Moms with kids <4 are 53% more likely than the average person to use mobile banking sites or apps on their phone

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Average day for a BabyCenter mobile user shows

that Moms are using their phones constantly

0

1

2

3

4

5

6

7

8

9

Min

ute

s

Weather Channel

Pregnancy App

Gallery

FlightTrack

Email

BabyCenter MyPregnancy

Messaging

Browser

27%

18%

8% 5%

2%

15%

24%

1%

% of Usage from 5-6PM

Source: October 2011 Nielsen Smartphone Analytics

Note: Does not include voice usage

User visited BabyCenter MyPregnancy app an average 5x/day during October

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Outlook for Moms

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How Moms media habits have changed

Then…

May 2009

“Power Moms” are 25%

more likely than the

average consumer to write

a blog.

May 2009

Moms are 30% more likely

to use text messaging.

Now…

April 2012

About 1 in 3 bloggers are

Moms and 52% of bloggers

are parents with children

under 18.

Q4 2011

83% of all Moms text and

50+% of Moms own a

smartphone.

Source: Nielsen

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Continued shift towards digital is best exemplified

through Moms’ tablet adoption

• 10% of all Moms own a tablet

• 15% of all smartphone-owning Moms own a tablet

• 71% of tablet-owning Moms let their children use their

tablet

• Moms with young children (under 5 years old)

significantly over index (159) on using their tablet several

times a week while shopping or running errands

Source: Q4 2011 Nielsen Mobile Insights – Connected Devices Study

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Where do we go from here?

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Moms have a wide variety of media habits, but

we see more as better

=

More opportunity to reach a hard-to-find captive audience

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Planning cross-platform campaigns is critical when

marketing to Moms Advertisers and Agencies

Challenge: Moms multi-task across media – their computer and

mobile usage span from shopping online to mobile

banking to loaning their tablets to their kids for gaming.

Recommendation: Plan campaigns that synthesize activations across

platforms so that Moms feel engaged with brands

across all devices.

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Challenge: Moms are focused on content on-demand, resulting

in higher than average DVR usage as well as

accessing traditional TV content on tablets and other

devices.

Recommendation: Develop content for emerging platforms.

Creating content for all platforms is critical Networks and Publishers

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Nielsen CPH Analysis for TBS/George Lopez O’Brien


Thank you for attending

Inna Kern, [email protected] www.babycentersolutions.com Michal Clements, [email protected] www.chicagonow.com/marketing-strategist @michalclements Jenna Berger, [email protected]

For more insights, go to Nielsen Wire

http://blog.nielsen.com/nielsenwire/

Q&A

@nielsenwire #AmericanMediaMom

the american media mom: always-on, in control, and ... · •project was commissioned by babycenter...

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