How to reach mums through technology?

How to reach mums through technolgy?

Dispelling the myths perpetuated about mums and technology

Research from Sept 2010 - Oct 2010

Presentation toSocial Media Club Auckland

New Zealand

Wednesday, 11 May 2011

Why Mums are really important to retail brands

Women control over 85% of purchasing decisions in households. Mothers are an important subset of this group.

First time mothers have turned to social media for support, advice and fame.

This study focussed specifically on women with children, as better understanding of their online behaviour enables brands to create more effective online communication solutions to this particular audience.

Brands that effectively connect and engage this audience will gain significant benefits from the advocacy of this influential audience.


Methodology

This was a very in-depth process, which took over two months to complete.

The final survey ran online for two weeks, allowing enough time to spread naturally through the social web.

Desk Research

Social Media Monitoring

In-depth interviews

Observations Hypothesis XploringSurvey to

1000 NZ mums

Refine


“Stay at home”*

Mums

“Working” Mums (paid)

Two types of mums identified

From initial interviews to plot each mothers communication needs and behaviour by their life stage, it became clear that we could group mums into two basic groups.

*As interviewees described themselves


1. Pregnant woman and new mothers increase their usage and alter the way they engage in social media and technology.

2. New mothers want to feel connected and express themselves.

3. New mothers want a trusting relationship with a variety of interest groups and like minded online friends.

4. Women want to interact with other mothers and get advice they can trust.

5. There are ‘superstar’ and celebrity Mummy bloggers in NZ.

6. Some mums really value the anonymity social networking affords them.

7. Woman of all ages are quick to embrace and adopt digital experience.

7 key observations


Hypotheses to test

1. Technology is a natural part of life.

2. Mums’ snack information.

3. Mums’ shop online, and share the real story

4. Kiwi mums’ are socially creative.


Social Media: Looking at the results


Mums are hectic and so are pro’s at snatching moments of time and engaging in activity on the go - they are adept at “snacking” information. We identified a trend of being more ready to use mobile internet.

Feelings things are hectic Benefits of mobile internet

Key Words: Just did AND family, Phew AND Kids, Quickly AND Kids, Quick AND Easy

Key Words: I want AND Android, Mummy AND iPhone, Phone AND changed my life, Love AND iPhone

Conversations about feeling hectic dominate


While they are Mums all the time, they multi-task incredibly.

In most cases, these women dedicate set times to different tasks.

Professional

MUM

Techy

Medic

Nutritionist

Educator

Artsy

Wife/Partner

Woman

News online

FB Update

Online gaming

Check forumCup of tea

Youtubeentertainment

Text a relative

Send email

Example of Task time

Social media monitoring conclusion

Example of Sanity/Snacking time


The Survey


The reach through our survey

Who took part?

The online survey reached approximately 1000 Mums through popular Mums forum - Mums on Top. We ensured woman from all age groups were included, although the majority of woman reached are 25 to 40 yr olds.

Mums on Top

3000+ Mums


Survey results

Do you own a phone that can browse the internet?

How much “me time” do you think you have?

Other than calls, txts and photos, activities that Mums use their phone for:

Browsing the internet

Sending/receiving emails

Checking the news Connect with friends/family via facebook/twitter or other SM

Yes - 71.9%

Majority: 30 mins - 3 hrs p/wk

All the time Never

33.6% 43.3% 30.8% 56.9% 23.5% 57.2%

37.4% 45.5%


Why you like to shop online?

Not surprisingly, almost all mums said they love to shop online because it is convenient.

Approximately half of all mums said they also shop online because of these key drivers;

1. “It saves me precious time”2. “Its cheaper”3. “I like the feeling of

packages arriving at my house”

4. “I can research my purchase better.”


Online reviews and research

Essential

Very important

Important

Important, but only for certain things

Good to check, but not a deal breaker

I don’t look at reviews

When making an online purchase, Research and Reviews are very important to mums.

Only 2% of all mothers surveyed don’t look at reviews at all, and only a tiny 1% don’t research a desired product online.

How important are online reviews, when shopping for products?

Yes always

Mostly

Sometimes but not always

Rarely

Never

When you find products online, do you research them further?


What products do you buy online?

Gro

ceri

es

Book

s

Clo

thes

Baby

Pro

duct

s

Trav

el (

incl

. ac

com

odat

ion)

Mai

nten

ance

Ser

vice

s

Win

e

Tech

nolo

gy/

Elec

tron

ics

Toys

/Vid

eo g

ames

Hea

lth &

Bea

uty

prod

ucts


A whopping 70.4% of all mothers watch Youtube videos. Interestingly, this was especially true of older mums.

Reading blogs came second with 61.2% of all Mums claiming to do this. Third equal was participating in or reading online chat rooms and playing Facebook games.

What do you engage with online?


Confirmed hypotheses

Mums are adept at using the internet, and contrary to some myths, are incredibly heavy users of digital and social media.

They use it to be productive, creative and to entertain themselves.

Communicating to NZ mums online, in the specific ways that suit them best, is a huge opportunity for NZ brands


Thank you

• For more information about this research please contact

@peeyooshchandra


How to reach mums through technology?

Technology

Transcript of How to reach mums through technology?