Consumer Insights in the Baby Product Industry
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Transcript of Consumer Insights in the Baby Product Industry
DISCOVERING MEANINGFUL INSIGHTS IN THE BABY-PRODUCT INDUSTRY THROUGH
SOCIAL MEDIA RESEARCH.
© 2014 HYVE AG. All rights reserved.
The internet is a
24-hour resource for parents.
© 2014 HYVE AG. All rights reserved.© 2014 HYVE AG. All rights reserved.
Parents have a
strong need to discuss child- and home-related
issues with other parents.to share theirexperiences &
knowledge
to share product reviews
to get reassurance and advice
to vent andcommiserate
© 2014 HYVE AG. All rights reserved.
Online communities worldwide are an immense resource to discover parents’
wishes, needs and emotions
as a basis for
innovation in products & services.
© 2014 HYVE AG. All rights reserved.
An unbelievable percentage of
91.9% moms use the internet
daily. © 2014 HYVE AG. All rights reserved.
Almost
62% of US moms post about
brands on social media sites.
© 2014 HYVE AG. All rights reserved.
And around
58% regard the internet as
essential to their lives.
© 2014 HYVE AG. All rights reserved.
US mothers spend about
2.5 hours on the internet
daily.© 2014 HYVE AG. All rights reserved.
1 in 3 bloggers are moms. © 2014 HYVE AG. All rights reserved.
New parents spend approximately
6200 $ on baby-related
goods & services
during the first year.
© 2014 HYVE AG. All rights reserved.
Young parents today are
Generation Yers
(*1980-1995)
who highly differ in their
tastes, needs and parenting style
to previous Generations© 2014 HYVE AG. All rights reserved.hts reserv
They have
high demands regarding functionality, comfort &
sophistication and they are
willing to pay for it.
© 2014 HYVE AG. All rights reserved.
Gen Y parents depend mostly on their mothers for parental advice.
But after people in their lives,
online resources account for 71%
of their first- and second- most important influencers.
© 2014 HYVE AG. All rights reserved.
Therefore, their interest in
toys, food, clothes &
gadgets has also increased.
Fathers are becoming more involved
and active.
© 2014 HYVE AG. All rights reserved.
What is the cultural difference between French and Mexican mothers?
What is important to them when they’re buying a car seat or a stroller?
How do they teach their children about brushing their teeth?
Which products do they use in the first few weeks?
How do parents feel about changing diapers?
What would make parents’ lives easier?
How do their kids react to new food?
How do they feel about a certain toy?
You have
unanswered questions about parents’ needs & behaviors?
© 2014 HYVE AG. All rights reserved.
a wide variety of countries have
huge online communities for parents.
© 2014 HYVE AG. All rights reserved.
We
can tell you what they
are discussing.
© 2014 HYVE AG. All rights reserved.© 2014 HYVE AG. All rights reserved.
Social Media have become an integral part of parents’ lives.
HYVE offers two social media-based consumer research methods to harness the vast amount of consumer-generated content:
Netnography: • qualitative & unobtrusive ethnographic research • derivation of consumer insights• transfer into initial product solutions
Social Media Mining• large-scaled screening of product, topic & brand related consumer statements• advanced computer linguistic algorithms• overview & understanding of patterns, sentiments & hot topics
© 2014 HYVE AG. All rights reserved.
www.hyveresearch.net
Sources:http://www.factbrowser.com/facts/13434/
http://www.factbrowser.com/facts/13433/
http://www.factbrowser.com/facts/13432/
http://www.factbrowser.com/facts/7640/
http://www.factbrowser.com/facts/5967/
http://www.factbrowser.com/facts/13430/
http://www.babyshopmagazine.com/articles/retailer-to-retailer/changes-trends-in-baby-product-marketplace.htm
http://designtaxi.com/news/363791/Infographic-What-Are-Millennials-Like-As-Parents/
© 2014 HYVE AG. All rights reserved.