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© BabyCenter, LLC. Confidential. All rights reserved.© BabyCenter, LLC. Confidential. All rights reserved.

Perception vs. RealityExploring the Disconnect

Between Moms and

Marketers

Report Highlights

© BabyCenter, LLC. Confidential. All rights reserved.

Source: BabyCenter 21st Century Mom® Insights Series, “Perception vs. Reality: Exploring the Disconnect Between Moms and Marketers”, April 2016.

Report Methodology

1,117 women trying to

conceive, pregnant and

moms in Canada

recruited through

BabyCenter

1:1 conversations to

uncover deeper

insights

In-depthSurvey 1:1 Interviews

Audience

measurement, national

statistics and estimates

3rd-PartySources



Meet the moms

Lynette, Age 26

Virden

Trying to conceive

for 2 years

Jennifer, Age 32

Halifax

First-time expectant,

3rd trimester

Sara, Age 33

Brampton

First-time expectant

Chloe, Age 30

Calgary

First pregnancy,

2nd trimester

Melissa, Age 30

Cobble Hill

First-time mom,

2 ½ month old son

Jiyoung, Age 29

Toronto

First time mom,

6 ½ month old

Fatema, Age 25

Richmond Hill

New mom, 5 ½

month old son

Patricia, Age 28

Ottawa

Expecting again

after miscarriage


…that all moms

can relate to

Motherhood drives

major lifestyle shifts

Her time is no longer her own

9 hours of parenting time added

to her day; 12.5 fewer hours for

herselfOne thing I didn’t expect was

how much life would change

when you are pregnant. Before

it was all about career, the

house and a social life and

now it’s all about when our

baby will arrive.

– Sara

Fundamental values change

Time with family (+67%) trumps

time with friends (-58%)

Baby is precious, but pricey

$243,660 average cost of raising

a child to age 18

Source: BabyCenter 21st Century Mom® Insights Series, “Perception vs. Reality: Exploring the Disconnect Between Moms and Marketers”, April 2016. BabyCenter Motherhood Transformations Study CA, March 2013. State of Modern Motherhood Report, 2015; MoneySense.ca, October 2012.


Motherhood presents

new surprises

Motherhood is a roller

coaster. Your hormones are

out of whack and you're

emotional and dealing with

the responsibility of caring

for your child and you're

prone to panic.

– Melissa


…and bad

How

exhausted

I am

How

little time

I have

46% 42%

…both good How

immediately

I fell in love

with my baby

How

rewarding

it is

59% 48%


How she responds to the changes

Source: BabyCenter 21st Century Mom® Insights Series, “Perception vs. Reality:

Exploring the Disconnect Between Moms and Marketers”, April 2016.

Positive emotions

Negative emotions

79%

66%58%

45%39% 37% 34% 30% 29% 29%

New and Expectant Moms



Motherhood is a journey

0%

10%

20%

30%

40%

50%

60%

70%

80%

TTC 1st Trimester 2nd Trimester 3rd Trimester Moms 0-12 mo Moms 2-5 yo

Q: Which of the following words do you use to describe

yourself while pregnant / in motherhood? Anxious

Overwhelmed

Informed

Confident

Prepared

Glowing


Source: BabyCenter 21st Century Mom® Insights Series, “Perception vs. Reality: Exploring the Disconnect Between Moms and Marketers”, April 2016; Internal BabyCenter Data. comScore multi-platform report November 2015. BabyCenter UK Claims Study, August 2015. Study conducted among an independent 3rd party panel recruited.

8 in 10 moms feel it is important to be “perfect” (vs. 7 in 10 last year)

IMAGE


Parenting continues to be

a competitive sport

I've been having a

rough go of the whole

work/life balance thing.

My house is a disaster, I

haven't been able to

find time to exercise.

– Jiyoung

71%say there is more pressure

today to have a career and

raise a family

68%feel social media contributes to the stress (vs. 43% in 2015)



-6%

16%23% 28%

36%

-18%

51%

17%

120%

17%

Millennial Women% change January 2015-January 2016

Facebook

Instagram Snapchat LinkedIn Pinterest

I’ve made a point not to post pictures on Facebook. I don’t want

people to tell me I’ve laid him down the wrong way. – Melissa

Source: BabyCenter 21st Century Mom® Insights Series, “Perception vs. Reality: Exploring the Disconnect Between Moms and Marketers”, April 2016. comScore Media Metrix multiplatform data, Canada, January 2015.

Is pressure driving Millennial women away from Facebook?

Total uniques

Total minutes


If you don’t know her …you can’t reach her

3 in 5say it is important that brands

portray them realisticallyIf I feel like if a brand

doesn’t know what it

really truly is like to be a

mom, then their product

won't work. It won't be

suited to a real life of a

mom.

– Fatemavs. 4 in 5 among women

trying to conceive



69%

45%

28%36%

26%

11%

38%

21%13%

54%61%

40%

Busy Emotional Anxious Confident Beautiful Fit

Q: Which of the following words do you use to

describe yourself / do advertisers portray you?

Perception vs. Reality

How she feels as new mom



Moms in ads are very manicured, very polished. I would love to see an ad

with a happy family and a messy house. That's real. – Fatema

New moms (0-2 y.o.)

Brand portrayal

+80%

+117%+50%

+133%

+268%

+108%


Moms say marketers just aren’t reflecting their reality

Among new moms (0-2 y.o.):

overall gap

-75%15%agree advertisers

do portray them

realistically

60%say it’s important that

brands portray them

realistically



…that can make or break your brand

Motherhood means pivotal moments


48%

34%

29%

No longer fits mybudget

No longer fits my style

Changed my focus oningredients

Q: What were the reasons you stopped

using certain brands?8 in 10 new moms stopped

using certain brands


Once the baby comes I want to continue

cutting down on fragrances and scents.

I just want to keep things as natural and

chemical free as possible.

– Jennifer



4 in 5I'm more concerned with

ingredients and additives

because it passes to him

through breastmilk.

– Melissa

new moms re-evaluate

brands and product choices

…that meet her

new needs

She seeks out new

brands


34% Financial Services

57% Groceries/Food/Bev

Apparel/Accessories/Shoes

Cleansers/Detergent45%

37%

26%

32%

Personal Care/Cosmetics

Consumer Electronics

Percent of moms who change criteria


Motherhood sparks new brand choices

Q: Since becoming a mom, have you changed your

purchase criteria across these categories?


0

50

100

150

200Birth

Starting

solid foods

Focused on

healthy pregnancy,

eating well

Source: BabyCenter 21st Century Mom® Talk Tracker February 2016. Index is calculated based on average conversations containing the term (or a variation of the term), among BabyCenter Community Birth Clubs. [Search term: Organic, Natural, Healthy. January 2013 – January 2016]

Category Spotlight

Their conversations reflect the change

“Organic” / “Natural” / “Healthy”

I feed organic to my daughter when possible but not everything she

eats is organic. It’s a tradeoff. – Jiyoung

Co

nve

rsa

tio

n In

de

x



Motherhood triggers purchasesin the not-so-obvious categories

44%

39%

31% 29%

20%

15%

Savings plans A new car A new home Life insurance A homerenovation

Homeappliances

Q: Which of these purchases were triggered

as a result of planning to / starting a family?


0%

10%

20%

30%

40%

50%

60%

HomeAppliances

HomeRenovation

Life Insurance New Home New Car Savings Plans


Life stage influences when research begins

Trying to conceive

Pregnant

New moms (0-2 y.o)

In the last year when we became serious about planning [for a family], we

put our house up for sale to move closer to our family. – Patricia

Q: When did you start to research these products?



Safety, quality, and ease of useare her top priorities

Q: Thinking of your favorite brands, how

important are the following?

94%

93%

88%

83%

80%

70%

64%

Proven to be safe

Consistent quality

Ease of use

Everyday low prices

Easy to find in store

Familiar with brand

Environmentallyconscious

% Very or somewhat important Among women trying to conceive:

+45%are more likely to say that

brands with good advertising

make it their favorite

(34% compared to 25% for total)

+18%more likely to say a brand that

provides real-time customer

service is important

(71% compared to 60% for total)



New moms have conflicted feelings while shopping

Q: What are some of the words that describe how you felt

during your first shopping trip for baby?

I was immediately overwhelmed. I didn't even know where to start. I

thought a crib's a crib, but no… there are 200 types. – Chloe

Excited

Overwhelmed

69%

54%

But …

Happy

Confused

48%

31%

But …


For many, shopping is a daunting task

It was stressful. So

many choices. I was

shopping for a travel

system and had no idea

there were so many out

there.

– Melissa

Knowledgeable

22% 19%

Confident

34% 28%

Pregnant

New moms

(0-2 y.o)

Q: During the last week, how did you

feel while shopping for baby?



Source: BabyCenter 21st Century Mom® Insights Series, “Perception vs. Reality: Exploring the Disconnect Between Moms and Marketers”, April 2016. 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.

Moms crowd-source opinions to make informed decisions

Internet reviews and friends'

recommendations are most

important when selecting a

brand or a product because

it reduces the chances of

making the wrong choice.

– Jiyoung

Q: How influential are online product reviews?

(Very / Somewhat)

Pregnant 89%

New moms 92%

vs. 85% 2015

vs. 88% 2015



Parent reviews make all the difference

Brand is less important

than great product

reviews, first from my

peers, then online users.

– Chloe

Q: How valuable are the following when

reading online reviews?

53% say they rely on

other parents on

parenting social media for

recommendations(+90% more than parents on

mainstream social)

Knowing thereview comes from

another parent 84%Seeing the

number of stars 75%Seeing the

number of reviews 71%


Source: BabyCenter 21st Century Mom® Insights Series, “Perception vs. Reality: Exploring the Disconnect Between Moms and Marketers”, April 2016..

Trend WatchMobile + reviews = a more empowered shopper

4 in 5use their smartphone while

shopping in-store

vs. 7 in 10 in 2015

Q: How do you use your

smartphone when in-store?

34% 33%

28%

8%

49% 48%

38%

20%

Search for orread product

reviews

Search forbetter priceselsewhere

Searchfor/download

mobilecoupons

Make onlinepurchases ofproducts yousee in store

+43% +44%

+35%

+155%

2015

2016






Bridging the Gap

Universal Truths for Marketing to Moms




8 in 10 say it’s important for a

brand to realistically reflect

parenting today

She rewards

brands that

understand her

Embrace the real

motherhood

Portray real moms [in ads], as

opposed to ones with perfect lives.

Show some of the struggles that

real moms deal with. – Fatema




Switch points

happen throughout

the journey

Be there in the

brand shift moments

4 in 5 agree:

once they find a brand

or product they love,

they’ll buy it forever


She wants real

information –

nothing phony or

funny

Make it easy for

her to make

decisions

Q: What can brands and

manufacturers do to help you feel

more ready?

54%

41%

39%

Give me a check-listof what I will need inthe first year / during

each stage

Show me how to usethe product/demo

Tailor educationalinformation/

messages based onmy pregnancy orstage of my child

Source: BabyCenter 21st Century Mom® Insights Series, “Perception vs.

Reality: Exploring the Disconnect Between Moms and Marketers”, April 2016.



Exploring the Disconnect Between Moms and Marketers”, April 2016..

Her voice makes

all the difference

Embrace and

amplify her influence

58%bring it up in conversations

When moms feel good

about a brand:

1 in 3will post a positive review online


Email [email protected]

for the full report

Follow us:

@MomInsights

@BabyCenter

#21CMom

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