BabyCenter 2013 Canada Social Mom Report

© BabyCenter LLC. Confidential. All rights reserved. #21CMom
June 2013
2013 Canada Report

Methodology
In-depth
Survey
1,250+
Respondents
• Canadian moms compared
to general online population
• French & English
• 858 expectant women or
moms with kids up to 8
years old (average age 32)
• 402 other online adults,
weighted (average age 43)
Behavioural
& Secondary
• eCommerce: Passively
tracked online spending
• Behavioural data
• Moms 18-34 compared to
Internet users age 18+
Qualitative
Research
• Social media diaries
• 8 new and expectant moms
• Recruited across Canada
from the BabyCenter
Community

Agenda
1 Mom is a social leader
2 Social powers her life
3 Different social for different needs
4 The most social consumer you’ll meet
5 Marketing to Social Mom

Source: BabyCenter 21st Century Mom® Insights Series, 2013 Social Mum Report, April 2013. comScore desktop Canada data, W18-
34 with children compared to Internet population age 18+, April 2013..
Moms lead social usage
76%
88%
% reach
6.9
10.7
Monthly hours per visitor
W18–34 with kidsGen pop
+16% +55%
I can catch up on
friends lives even when
I don’t have time to email
or call them.
BabyCenter Mom

74%
19% 18%
24%
14% 13%
9%
84%
32% 32%
29%
23%
13% 11%
YouTube Instagram Tumblr Twitter Pinterest Google+ Buzzfeed
Source: BabyCenter 21st Century Mom® Insights Series, 2013 Social Mum Report, April 2013. comScore desktop Canada
data, W18-34 with children compared to Internet population age 18+, April 2013..
Moms lead across major platforms
W18–34 with kidsGen Pop
+68% +72% +21% +64%+14%
Twitter is great to get
breaking news on all types of
topics quickly. It enables me
to interact with celebrities and
it’s a great way to pass time.
I am addicted to Pinterest!!!
I've found so many cute DIY
ideas for the baby's room.
BabyCenter Mom
BabyCenter Mom
% reach
+0% +20%

Media Moms are early adopters
Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
* Note: Compared to 21st Century Mom Insights Series Canadian Media Mom, June 2012.
Q: Do you have any of the
following devices or services?
Smartphone
Laptop
Gaming Console
Tablet PC
PVR or TiVO
Streaming TV
Subscription
Internet TV
Device
Gen Pop Moms
Fast Facts
YOY device ownership:
Smartphone +40%
Gaming console +49%
Tablet +96%
78%
68%
32%
41%
33%
23%
16%
83%
81%
52%
45%
33%
36%
25%
+6%
+20%
+63%
+9%
+0%
+57%
+56%

-4 -3 -2 -1 0 1 2 3 4
Cooking
Cleaning the house
Doing laundry
Getting your children ready in the morning
Putting your children to bed
Kids activities
Feeding your children
Playing with children
Mom prioritizes her time differently
Exercising
Television
Sleeping
Hobbies
Socializing with friends
Working outside the home
Spending quality time with spouse/partner
Q: On average, how many hours in an average weekday do you
currently spend doing each of the following activities?
Fast Facts
+9 hours of parenting
time added
Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 887 Canadian women age 18+
with at least one child under 18 years old.
More Hours Less Hours

You don’t have anything in common with them anymore. They do
not want to hear you talk about your pregnancy or diaper changing,
and you don’t want to go out drinking and partying anymore. It’s OK.
It just happens. — BabyCenter Mom
‘‘
’’
Her social behaviours change
dramatically
58% have less in common with non-mom friends,
starting in pregnancy
79% say their new mom friends are very
important to them
62% use parenting social media for brand
& product recommendations

Social powers her life

Social media makes life better
Connection
46% are
communicating
more through
social media and
emailing less often
Discovery
60% more likely
to say social
helps her get
information
quickly
Sharing
93% share
family
milestones
on Facebook

© BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
Fueling health and wellness
Gen Pop Moms
Q: Which of the following have you done using social media,
related to health, fitness or personal goals?
Commented on someone
else’s achievement or goal
Joined a group
Used a social health tool
Post about achievements
Posted a picture
Make others more aware of my
goals so they can support me
+85%
+181%
+86%
+53%
+45%
+9%
27%
16%
14%
15%
11%
11%
50%
45%
26%
23%
16%
12%

Redefining the TV experience

© BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013.
It even comes before coffee
71%
34% 32%
82%
66%
55%
Email Facebook Text messages
Q: Which of these do you check first in the morning?
+15% +95% +71%
Gen Pop Moms
Facebook is the first
thing I check in the
morning and the last
thing I do at night! I’m
definitely addicted.
BabyCenter Mom

Mobile & Social: 1+1=3
Q: How often do you visit each of these types of sites or apps
on your smartphone or tablet? (Weekly or more often)
Gen Pop Moms
+18%
+21%
+347%
-21%
Facebook
Twitter
Pinterest
Parenting
communities
Fast Facts
2.5x more likely
to prefer checking
social media on
her smartphone
75%
45%
77%
11%
89%
54%
61%
51%

Trend Watch
Interestgraph – Fun and Informative
Go to Foodily.com - BEST recipe
site EVER :)
BabyCenter Mom KiddieKapers

Different social for
different needs

Social networks mirror
real-life connections
Neighbourhood
Mother’s Group
High School
Family
University

Neighbourhood
High School
Family
University
Shared interests drive deeper
connections
Books
Food
Tennis
Travel
March 2013
Birth Club
Mother’s Group

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter Pinterest BabyCenter
Facebook is for socializing & sharing
Q: Which of these sites or types of sites do you use for each
activity?
Sharing photos or video
Sharing family milestones, photos, events
Socializing
Fast Facts
3.2B likes
and comments on
Facebook daily
300MM photos
uploaded daily

Twitter is for following news,
brands, celebrities
Q: What’s the best thing about Twitter?

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter Pinterest BabyCenter
Parenting social media is for
support & information
Health or medical advice
Product recommendations
Support from those in similar situations
Getting answers
Q: Which of these sites or types of sites do you use for each
activity?
My least favourite
thing about being
pregnant with
twins; buying a
new car!
BabyCenter Mom

Parenting communities are about
advice, shared experiences, Q&A
Q: What’s the best thing about parenting communities
(e.g., BabyCenter Community, CafeMom)?

© BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Talk Tracker™, June 2013.
Her conversations reflect endless
choices along the journey
0
50
100
150
200
250
300
350
400
Conversations about Diapers
US
Canada
INDEX
We use Baby Dry at night
and Cruisers during the day.
They both work great for us.
SoySarah
Swaddlers all the way...I swear
by them. I have used them on all
3 of my kids. It’s the only one I
can rely on not to leak!
Mommie1026

0
200
400
600
800
1,000
1,200
-39
-36
-33
-30
-27
-24
-21
-18
-15
-12
-9
-6
-3
0
3
6
9
12
15
18
21
24
27
30
33
36
39
42
45
48
51
Index
Source: BabyCenter 21st Century Mom® Talk Tracker™, June 2013.
INDEX
Preparing for
the baby
Pinterest inspires Mom
Week of pregnancy or her child’s first year

Social Trend Watch
Visual and Creative Sharing
Chief Memory Officer
meets Mobile Mom
Just sent a snapchat of cheese
sticks and Nutella to my friends
with the caption Judge Me LOL
BabyCenter Mom Cass7e

The most social
consumer you’ll meet

© BabyCenter LLC. Confidential. All rights reserved. #21CMomSource: BabyCenter 21st Century Mom® Insight Series Canadian Media Mom, September 2012.
Social & online influence purchases
Mobile phoneRetail storesTraditional media Social Media
AWARENESS PURCHASECONSIDERATION
Get product
IDEAS
Get product/brand
RECOMMENDATIONS
Compare
FEATURES
Compare
PRICES
Find COUPONS
or deals
Decide
WHERE to buy
Q: Imagine you are going to buy a new product. How would use each
of these resources throughout the shopping process?
33%
20% 22%
33% 32%
22%33%
30%
46%
53%
19%
30%
13% 14%
21% 20%
14% 14%
71%
76% 78% 77%
62% 61%
46%
43%
23% 19% 20%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Online NET

Source: BabyCenter 21st Century Mom® Insights Series, 2013 Canadian Social Mom Report, June 2013. comScore eCommerce
data. Percent of Canadian women 18 to 34 with children and women 18-49 w/ child, High Social Networkers buying online, defined
as top 20% of social networking moms 18-49 by time spent, compared to Canadian Internet users age 18+.
The more social she is, the more
she buys
Index % of moms making an
online purchase compared to
general population
Mom buys more
online
vs.
general population
100
112
139
General Population Moms 18-34 Top 20% of Moms 18-
34 in Social Media
Index: Transactions per buyer

Social Mom is well connected
Q: Approximately how many people do you follow or are you
connected to on each of these sites? (among users)
42%
23% 23%
67%
23%
30%
100+ Facebook friends 100+ Twitter followers 50+ Pinterest connections
Gen Pop Moms
+58% +28%0%
Fast Facts
55% of BabyCenter
Community
members visit a
Birth Club
each month

91%
3%
21%
44%
Common interests expand
her network
Q: For each of these sites, what types of people are you connected
to? (among moms)
People with whom I have a common interest, but haven’t met in personFriends/Family
Fast Facts
64% share information with
the BabyCenter
Community that they
would prefer not to share
on Facebook
Extended network

Social media drives purchasing
64%
54%
45%
38%
28%
24%
21%
A mom recommended it
on a parenting site
A brand posted a coupon or
other offer on a social network
A friend liked or posted about
the brand on a social network
The brand posted
information on a social network
You saw a picture on Pinterest
You saw a sponsored
ad on a social network
You saw someone following
the brand on a social network
Q: Have ever bought something because...
Fast Facts
Posts from a friend
are 18% more
influential than
posts from a brand
Posts from another
mom are 68% more
influential than
posts from a brand

For everything from food to clothing
Q: What have you bought as a result of seeing something posted or
advertised in social media?

Trend Watch
Social Commerce
I love WANELO! That's my favorite
app ever! Everyone should have that
app! I know all you girls will love it!
BabyCenter Mom ItsKourtneyy!

Marketing to Social Mom

Social
93% access social
networking sites
monthly
TELEVISION
44% of users read a
newsfeed on Twitter
while watching a show
TABLET
+96% growth
YOY ownership
among moms
MOBILE
Mom is 2.5x more
likely to prefer
checking social
media on her
smartphone
Social mom demands attention

Marketers are engaging her

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Brands must understand
Mom’s mindset
Q: On which of the following social media do you do the following?
Share a coupon/offer
Like/Follow a friend or brand
Research products
During pregnancy I tried to
be very careful what I put on
my skin. So I chose a brand
I thought was semi safe
(Origins). Just curious what
the gorgeous gals on this
board are using??
BabyCenter Mom

Spotlight Messaging to Social Mom with offers

She expects to save and learn
from brands
Q: Why do you like or follow brands on social media?
Gen Pop Moms
+24%Coupons, discounts
Find out about new
products early on
Have bought or
use the brand
Got recall
information
Currently shopping for
this brand’s product
Endorse the brand
to others
+67%
+182%
+53%
+23%
+70%
59%
35%
21%
11%
15%
10%
73%
43%
35%
31%
23%
17%

Spotlight Messaging to Social Mom

She shares when she cares
Q: Which are you most likely to do on social media in
response to charitable causes?
Gen Pop Moms
Like a company
supporting it
Share/Repost/Retweet
a comment about it
41%
25%
53%
42%

She expects social
solutions
Are you enabling her to post,
pin, share and connect around
your brand?
Her influence is
growing
How can you move from
engaging mom, to inspiring
her to advocate?
Her life is transformed
Do you anticipate her
new needs, priorities
and preferences?
Social powers her life
Are you reaching her in
her channels and platforms
of choice?
She’s listening, how do you talk
to her when…

New rules for marketing to
Social Mom
Recognize she’s different, and so are her needs;
how and what you talk about matters
1
2
3
4
Create a give-and-take relationship based on
what she finds valuable
Listen to her. Act on what she says; if she asks
a question, answer it – every time
Talk to her about things that have nothing to
do with you
Support her busy life, don’t make demands,
nurture her journey5

BabyCenter 2013 Canada Social Mom Report

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BabyCenter 2013 Canada Social Mom Report