moms 2.0: media consumption
DESCRIPTION
The SECOND WAVE of Buzz Marketing Group's year-long profile of today's mom. This month, we focused on Moms and Media Consumption.TRANSCRIPT
O u r a n n u a l r e p o r t r e v e a l s t h e t r u t h a b o u t M o m s : t h e y a r e c o n n e c t e d , i n s p i r i n g , i n n o v a t i v e , a n d p h i l a n t h r o p i c .
Buzz on Moms
Report Media Consumption
The
2.0
Who was Involved?
buzzmg.com
7000 Panelists
female 100% 44
9 Par tic ipa n ts
These panelists . Launched 10.22
.11
1,122 attempts
Fielded online
Closed 12.23.11
449 members from our buzzSpotter network participated in th is survey about Moms to learn h ow they’re raising the Millennial Generation.
Where do you live?
City
Suburbs
Rural
36%
56%
9%
As you can see, our respondents are mostly suburban moms with 56% raising ch ildren here. Less than half live in the City and only 9% of moms live in rural areas.
ethnicity
buzzmg.com
African American
16%
American Indian
1% Asian
American 4%
Caucasian 68%
Hispanic 9%
Other 2%
Marital Status
buzzmg.com
The majority of our moms are
married.
Single
In relationship
Married
Divorced
Widowed
Other
8%
12%
73%
6%
1%
1%
Where are they hanging out online?
buzzmg.com
Cafemom 58% ParentsConnect 41% BabyCenter 37% Momlogic 35% Mamapedia 31% LifetimeMoms 29% The Motherh ood 28% Kaboose 23% Momtourage 20% Babble 19% Momversation 18%
Are they blogging?
buzzmg.com
Yes 24%
No 76%
A large majority of our moms are not
blogging but they are engaging online
with friends, family and businesses.
Where are they publishing content?
Facebook/Facebook
Notes 41%
Youtube 13%
Tumblr 2%
Twitter 20%
No, I don't publish my
own content. 21%
Other 3%
Alth ough Twitter and Youtube are
popular amongst moms, Facebook is
clearly their first ch oice.
Just how often do our moms go
on facebook?
Never, I don't have a page
6%
Few times a month
5% Few times a week
8% Daily 16% Multiple times
a day 65%
65% of our moms are on Fac
ebook
multiple times per day and another
16% at least once per day!
Are they seeking out brands on
facebook?
Yes 76%
No 24%
Top 3 brands moms are
seeking out
Kraft®
P&G®
Tide®
Along with publish ing content, o
ur
moms are definitely seeking out their
favorite brands on Faceb
ook!
How often do they
engage…?
2% 0% 12% 14%
27%
9% 7% 1%
49% 37%
52%
36%
90% 99%
38% 47%
20%
47%
1% 0% 1% 2% 1% 8%
TV Internet Magazines Books Movies Newspapers
N/A
Daily
Weekly
Monthly
T V and Internet are the most important
parts of everyday life for our
moms, along
with movies, books, newspapers
and magazines.
Media in order of
importance
20%
48%
12% 6% 7% 6%
0%
70% 21%
3%
0% 2% 4%
0%
1%
3%
29%
32% 21%
12% 2%
4% 11%
21% 22%
22%
18% 2%
1%
4%
11% 21% 29%
31% 2%
3% 12%
22% 17% 17%
27% 2%
1 2 3 4 5 6 N/A
Newspapers
Movies
Books
Magazines
Internet
TV
With #1 being the most important, it is
clear that the Internet is the most
important media for 70% of our moms.
How do you engage in the
following media?
79% 15%
4% 2%
73%
6%
19%
2%
54%
39%
4%
4%
Print Online Electronic Device N/A
Newspapers
Books
Magazines
Books and magazines are still primarily read
in traditional hard copies wh ile newspap
ers
are being read online more and more.
How do you engage in the
following media?
91%
7% 2%
0%
78%
15% 5%
1%
Traditional Screen Computer Electronic Device N/A
Movies
TV
For now, T V sh ows and movies are being
watched on traditional T V screens but that
may change soon for our tech sa
vvy moms.
Do they watch user generated
content?
Yes 52%
No 48%
A little more than half of our moms
are watch ing user generated content!
Do they watch shopping hauls
or how-to-videos?
Yes 73%
No 27%
A much larger 73% of our m
oms are
watch ing sh opping hauls and h ow-to-
videos online.
Do these videos influence their
purchasing?
Yes 68%
No 32%
A large majority, 68%, of moms watch ing
these videos, are influen
ced by them when
making a purchase.
Which paid content
service(s) do they subscribe
to?
Basic cable 13%
Basic cable plus 39%
Netflix 32%
Hulu 10%
Hulu Plus 4%
I don't subscribe to any paid
content services. 2%
71% of our moms are subscr
ibed to
either Netflix or basic cable plus,
and
another 13% have at least basic
cable.
My cable satellite
provider is…
Comcast Time Warner
Cox Verizon DirectTV Dish Network
I do not have a
provider.
Other
31%
13%
4% 6%
16%
7% 5%
17%
Comcast is the #1 ch oice for
our
moms followed by Direct T V, Time
Warner and other providers.
What services do they receive from their providers? Home phone
23%
Internet 36%
Cable TV 38%
Other 3%
The services they receive are
evenly
spread amongst the standard cable,
Internet, and h ome ph one.
Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com
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