How are moms engaging with mobile as they research, shop and purchase products for their family? The U.S. mom wields $2.4 trillion dollars of buying power, however her attention is fractured between work, play and screens. Today, more moms own smartphones than the general population. Seven out of eight (87%) moms now have smartphones up from 65% in 2012. Six out of ten (61%) have tablets up from 29% prior year. Not only has penetration of mobile devices increased, but the time of usage and the breadth of how they are used has grown dramatically. Join the Heartland Mobile Council as we present an educational experience on the latest insights, research and best practices to engage with moms via mobile. Learn from the latest insights from BabyCenter’s 2013 Mobile Moms Report just issued in September. This webinar will help you understand how best to use mobile to connect with the busy 21st century mom.

1. BabyCenter 2013 Mobile Mom Report
Summer Schiavo, Director – Global Insights, BabyCenter
@Summer_Schiavo @BabyCenter
Event hashtags #MobiU2013 #21CMom
Mobilized by the Heartland Mobile Council

2. Background: Heartland Mobile Council
HMC Mission
To Inspire & Educate Brands on How to Use Mobile Effectively
What We Do
The HMC is a niche mobile content producer creating the best
education on how to use mobile marketing effectively
Who We Do it For
Brands and Agencies (80%+)
How We Do It
We create a safe learning environment

3. Background: Mobile University™
 150-250 professionals attend each MobiU event. 80%+ are from
brands and agencies.

We create a safe learning environment so people can trust our speakers - only brands
and market researchers can speak

Our five ways of learning is the same process brands use to explore new markets

We deliver a comprehensive education - both the shiny objects brands read about and
the workhorse ideas that the press doesn’t cover

2014 is our fifth year, so we started at the beginning
 Mobile University Formats Cover Evening Events, 1/2 Days, a Full
Week



MobiU2014 Week - a city-wide week of mobile education
in September anchored by our Summit
MobiU2014 Summit, 9/16 - a day of education with
10+brands presentations in a safe learning zone
MobiU2014 Forums - half-day conferences that explore
specific topics in-depth. 3/27 Mobile Commerce, 6/12
Mobile Media

4. Background: Brands+Startups™
•
•
•
•
•
•
•
A specialized marketing accelerator
Bringing mobile startup innovation
to brands
Teaching startups Marketing
Game show contest
(The Voice + Shark Tank)
Brands build then coach their team
through each round of competition
2013 brands: Walgreens, United,
BCBS
2014 brands: 4 national brands

5. Background: HMC Certification
WHAT IS IT?
WHO SHOULD ATTEND?
WHEN &
WHERE?
A broad-based
education in mobile
marketing that provides
the essentials skills to
start mobile marketing
Marketers who must
build and execute
mobile strategy for their
company or clients
April 2014
September 2014
IMC/Medill
Downtown Campus

6. Background: HMC ThinkTank
•
•
Deep thought mobile
leadership
Both left & right brain
•
•
•
Quarterly publication
•
•
Left - thought papers
Right - mobile-inspired art
Digital book & printed
Authors include brands,
agencies, mobile co’s

7. About Summer Schiavo
Summer Schiavo
Director, Global Trade Insights, BabyCenter
Summer Schiavo is the Director, Global Insights at BabyCenter.com, the
largest parenting website destination globally, serving over 36M new and
expectant moms globally. Over the past 5 years, Summer has lead multiple
21st Century Mom® Insights Series projects designed to understand moms
around the world as well as hundreds of custom research projects on behalf
of clients ranging from Procter & Gamble to Munchkin.
Prior to her role at BabyCenter, Summer was a senior researcher at Yahoo!
Inc. for 6 years and managed Ad Solutions for Yahoo! Mail for one year.
At home, she transforms from research nerd to mom of two small children
+ puppy and imagines herself a triathlete (though she does have bragging
rights as Ironman Canada finisher last year).

8. BabyCenter is an Insights Engine
#1 global pregnancy and parenting brand, reaching 36MM Moms every month
Q:
Qual & Quant
Insights
Social
Listening
•
Global surveys, geotargeted
•
BabyCenter global
Talk Tracker™
•
Moderated online
discussions
•
•
Pregnant women to
moms with children
12 years old
Monitoring
community
conversations
(depending on market)
© BabyCenter, LLC. Confidential. All rights reserved.
•
Search tracking by
stage
Behavioral
analytics
•
Site analytics;
tracking the mindset
and behaviors of new
& expectant moms
•
Mobile browser and
app usage
•
Due date/child’s age
Editors
and experts
•
Culturally embedded
editors, globally
•
Medical Advisory
Boards, globally

9. Mobile Mom: Methodology
• 21st Century Mobile Mom Survey fielded July/August 2013. Fielded among the
BabyCenter 21st Century Mom® Panel, powered by Research Now, and the
Research Now e-Rewards Panel for general population.
 Only smartphone owners were allowed to complete the survey, among:
• 759 US women age 18+, pregnant or with kids up to 9 years old (mean age 33)
• 600 other online US adults age 18+, weighted (mean age 39)
• Analysis compared with BabyCenter 2011 Mobile Mom Report and 2009 Many
Faces of Mom Report.
9
© BabyCenter, LLC. Confidential. All rights reserved.

10. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Agenda
1 The Mobile-state of Mom
2 Key Behaviors: Social & Shopping
3 Mobile in the Media Mix
4 Mobile showcase

11. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Mobile growth among moms is staggering
Q:
Which of the following do you own or personally use?
(among moms)
+34%
+34%
+110%
+110%
Source: BabyCenter 21st Century Mom® Insights Series, 2013 Mobile Mom Report, August 2013.
* Note: Compared to 21st Century Mom Insights Series Media Mom, April 2012.

12. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
iMom
Q:
What kind of smartphone do you have (e.g., what operating
system)?
+7%
-7%
-14%
THE FACTS
83% say their
smartphone is small
and fits in their hand
16% say it is midsized
between phone and
tablet
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013

13. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Tablet adoption is on a tear
Outpacing the general population
The Facts
Smartphone ownership
has reached critical mass
among moms and gen
pop (88%)
Source: BabyCenter 21st Century Mom® Insights Series, 2013 Mobile Mom Report, August 2013. * Note:
Compared to 21st Century Mom Insights Series Media Mom, April 2012.

14. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Moms rely on different devices for different needs
Q:
Which device are you most likely to use for each activity?
Watching
Watching
TV/video
TV/video
Writing
Writing
email
email
Reading
email
Reading email
Looking for
Looking for
information
information
19%
25%
58%
42%
69%
50%
18%
14%
27%
17%
31%
57%
28%
31%
14%
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.
Social
Social
networking
networking

15. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Her smartphone is an essential tool
A connection to the
outside world
1 in 3 say they reduce the
isolation of new motherhood
Her do-everything device
54% say their smartphone is
like “my backup brain”
More important than her
wallet
34% would return home for
their phone, but not
their wallet
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.

16. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Reliance on her do-everything device has grown exponentially
Smartphone activities
2011
2013
Weather
69%
87%
Social
72%
86%
Maps / GPS
40%
83%
Productivity
28%
81%
Photos / Video
21%
79%
Music / Podcasts
53%
69%
Shopping
42%
63%
+50%
+50%
Banking / Finance
19%
60%
+215%
+215%
72%
53%
-56%
-56%
33%
51%
+54%
+54%
(past 30 days)
Gaming
Health
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.
+211%
+211%

17. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
With her children, it’s her helping hand
Q:
What kinds of videos do you watch on your smartphone? Please
select all that apply.
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013

18. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
But beware, it’s becoming a parenting distraction
Q:
Do you think your phone makes you a better parent?
-13%
-17%
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013
+75%

19. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Mobile amplifies her social activity
Q:
How often do you visit each of these types of sites or apps on
your smartphone or tablet? (Weekly or more often)
Facebook
+22%
Personal
email
+9%
Pinterest
+11%
Twitter
-23%
Parenting
communities
+144%
Gen Pop
Source: BabyCenter 21st Century Mom Report: 2013 Social Mom Report. April 2013.
Moms
Source: BabyCenter 21st Century Mom Report: 2013 Social Mom, April 2013.
The Facts
4x more likely to prefer
checking social media
on her smartphone
73% use parenting
social media for brand
and product
recommendations
(+66% since 2009)

20. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Social media drives purchasing
55%
Agree that posts from another mom are more
influential than posts from a brand
92%
Share deals and finds with other moms
59%
Make purchases based on recommendations from
other moms online
Source: BabyCenter 21st Social Mom, Report: 2013 Social Mom Report. April 2013.
Source: BabyCenter 21st Century Mom Report: 2013 Century MomApril 2013.

21. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
She relies on product reviews and recommendations
Q:
Which of the following shopping-related activities have you
done on your smartphone in the last 30 days?
+63%
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013;

22. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Mobile is critical throughout the purchase process
Q:
Imagine you are going to buy a new product. How would you use
each of these resources throughout the shopping process?
Get product
IDEAS
Get product/brand
RECOMMENDATIONS
AWARENESS
Compare
FEATURES
CONSIDERATION
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.
Compare
PRICES
Find COUPONS
or deals
Decide
WHERE to buy
PURCHASE

23. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Year over year growth in mobile is astounding
+133%
+125%
Get product
IDEAS
+147%
Get product/brand
RECOMMENDATIONS
AWARENESS
Compare
FEATURES
Compare
PRICES
CONSIDERATION
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.
Find COUPONS
or deals
Decide
WHERE to buy
PURCHASE

24. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Mom uses her smartphone to research all products
Whether she buys depends on the category
Q:
What kinds of items have you researched
and/or purchased using your smartphone?
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.

25. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Her research is happening on her smartphone while she shops
Q:
In the past 30 days, where have you used each device?
95%
Of moms
use their phones
while shopping
42%
Look for
information on
their phones
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013.

26. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
As mobile research & shopping grows, she’s become
more selective about how she does it
Q:
Top Shopping Apps
What types of shopping apps have
you used in the past 30 days?
60%
-46%
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013
-62%
5%
3%

27. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Moms are responding to mobile marketing
43% took some immediate action
9 in 10
notice ads on their
smartphone
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013

28. #MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
Brands must build creative with utility in mind
Moms are responding to mobile marketing
Q:
Which features are appealing to you in a mobile ad?
+15%
+66%
+85%
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013

29. Key insights
#MobiU2013 #21CMom @Summer_Schiavo @BabyCenter
•
She is the early adopter, for smartphones and tablets
•
Moms uses different devices for different activities
•
Mobile is her helping hand, but also possibly a distraction
•
Mobile is critical throughout the purchase process for moms
•
Moms are responding to mobile marketing; build creative with
utility in mind
Source: BabyCenter 21st Century Mom Report: 2013 Mobile Mom, August 2013

30. BabyCenter 2013 Mobile Mom Report
Questions
@Summer_Schiavo @BabyCenter
Event hashtags #MobiU2013 #21CMom
Mobilized by the Heartland Mobile Council

31. BabyCenter 2013 Mobile Mom Report
Thank You
@Summer_Schiavo @BabyCenter
Event hashtags #MobiU2013 #21CMom
Mobilized by the Heartland Mobile Council