Mothers Day 2017

1. Research for
Mother’s Day

2. • Mums prefer handmade gifts to breakfast in bed.
• Whilst mums would like a card and a nice meal out, fathers still have no idea what to get on
behalf of the kids.
• Mother’s Day is celebrated by more listeners than Easter.
• As long as mums spend the day with family and the day is filled with love and happiness, they
don’t mind what they get as a gift.
• Mums would like a nice meal out, but it’s currently not in the consideration set for dads to buy-
there is an opportunity to tell dads to book a nice meal out for their partner.
• 1 in 10 mums are purchasing something for themselves this Mother’s Day

3. MOTHER’S DAY IS CELEBRATED BY MORE SCA LISTENERS
THAN EASTER AND VALENTINE’S DAY
Source: SCA Research Celebration Study | Feb 2017 | Hit N=845 | MMM N=499
of Hit listeners
celebrate Mother’s
Day
Easter: 85%
Valentine’s Day: 50%
89%
of MMM listeners
celebrate Mother’s
Day
Easter: 79%
Valentine’s Day: 39%
83%

4. MOTHER’S DAY IS ABOUT SPENDING TIME WITH FAMILY AND
HANDMADE GIFTS
IN FACT, MOTHERS WOULD PREFER A HANDMADE GIFT THAN BREAKFAST IN BED WITH A CARD!
Source: SCA Research Celebration Study | Feb 2017 | Female N=815 | Males N=349
Of SCA listeners will be
celebrating Mother’s Day with
their family
88% 87% 65%
Of SCA listeners agree that
Mother’s Day is more about
spending time with family, nor
buying gifts
Of SCA listeners agree that Mother’s
Day is all about handmade gifts for
the kids- this is particularly the case
with mums where it jumps to 78%
54%
Of SCA listeners agree that
Mother’s Day is about getting
breakfast in bed and a nice
card- nut males are more
likely to agree to this than
females!

5. MOTHERS PLAN ON SPENDING THE DAY AT HOME WITH FAMILY
Source: SCA Research Celebration Study | Feb 2017 | Female N=815 | Males N=349 | Mothers N=338
44%
30% 29%
4%
17%
12% 11%
14%
6% 7%
3% 3%
41%
28%
21%
13% 14% 14% 15%
10%
7% 7% 6%
8%
49%
24% 24%
15%
13% 13% 12%
10% 9% 8% 8%
5%
Spend it at
home with
the family
Go out for
LUNCH
Call my mum Something
else
Go out for
DINNER
I have no
idea
Go out for
BREAKFAST
Have a BBQ Go for a
picnic
Go for a drive Go to the
beach
Go to the
movies
Males Females Mothers
What are you planning on doing on Mother's Day?

6. What are people buying their mum
for Mother’s Day?

7. THE MAJORITY OF THOSE WHO CELEBRATE MOTHER’S
DAY ARE PURCHASING SOMETHING FOR THEIR MUM
Source: SCA Research Celebration Study | Feb 2017 | Hit N=845 | MMM N=499
of MALES will be
purchasing something for
their mum this Mother’s
Day
70% 80%
of FEMALES will be
purchasing something for
their mum this Mother’s
Day

8. HOWEVER, 1 IN 4 SCA LISTENERS HAVE NO IDEA WHAT TO BUY FOR
THEIR MUM ON MOTHER’S DAY
What are you planning on purchasing for your Mum for Mother's Day?
Source: SCA Research Celebration Study | Feb 2017 | Female N=649 | Males N=245
51%
40%
26%
23%
18% 18%
12%
6% 5% 4% 4% 4% 3% 2% 2%
0% 0%
52%
34%
24%
22%
18% 17%
13%
18%
14%
4%
15%
7% 8%
2%
5%
1% 1%
Males Females

9. WHILE MOST MEN WON’T BE PURCHASING THEIR GIFT UNTIL A FEW
DAYS PRIOR, WOMEN PURCHASE THEIR GIFT A WEEK OR TWO BEFORE
Source: SCA Research Celebration Study | Feb 2017 | Females N=649 | Males N=245
Of those who celebrate Mother’s Day, when do they purchase?
On The Day Few Days
Prior
1 Week Prior 2+ Weeks
Prior
Females 3% Females
28%
Females
34%
Females
36%
Males 8% Males 41% Males 30% Males 21%

10. So, what do mums actually want
this Mother’s Day and does this
match what dad is getting them?

11. A CARD AND A NICE MEAL IS WHAT MUMS WOULD LIKE TO RECEIVE
BUT ALMOST 1 IN 10 HAVE NO IDEA WHAT THEY WOULD LIKE
Source: SCA Research Celebration Study | Feb 2017 | Female N=815 | Males N=349 | Mothers N=338
43%
39%
36%
32%
30% 30%
26%
23%
21%
14%
10% 9% 9% 8% 7%
4% 3%
What would you like to receive on Mother's Day as your gift?
• Handmade gifts
• Nice day out
• Happiness, love & cuddles
• A day off from being mum-
i.e cooking, cleaning 1 in 10 (9%) mums are planning on purchasing
something for themselves this Mother’s Day!

12. 1 IN 4 DADS HAVE NO IDEA WHAT TO GET THEIR PARTNER FOR
MOTHER’S DAY ON BEHALF OF THE KIDS
Source: SCA Research Celebration Study | Feb 2017 | Fathers N= 168
40%
38%
24%
21% 20%
16% 15% 15% 14%
7% 7% 7%
5% 4% 3% 3%
1%
What are you planning on purchasing for your partner on behalf of your kids for Mother's Day?
48% of males are purchasing something for their
partner on behalf of their kids. Check out what
they are purchasing below…

13. Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words
that first came to mind.
A keyword search was used to sort and rank the responses to these questions.
The results are an un-weighted sample, but are reflective of the Southern Cross Austereo
audience. SCA brands reach approximately 35% of the 10+ population and approximately
41% of the 25-54 population in the five metropolitan markets in Australia, suggesting it
would be reasonable to consider these results to be a fair if not fully balanced
representation of the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be skewed towards
being ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a good early
indication of brand leaders, trend setters and early adopters in general.
These research surveys conducted by Southern Cross Austereo are done so to provide a
general understanding of the opinions, interests and attitudes of the metropolitan
marketplaces only.
Images and icons sourced from Unsplash and Flat Icon.
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online panel
nationally.
The panel is obtained from our radio networks database under the labels of ‘Hit VIP’
on the Hit Network and ‘The Club’ on the MMM Network. All members of these
databases would be considered listeners to these stations.
The database contains about 200,000 members.
The is split between the Hit database and the Triple M database.
Of these members, approximately 20,000 people were invited to be part of our panel
community. Metro listeners were invited to take part in the survey and they were
recruited from this database.