The SECOND WAVE of Buzz Marketing Group's year-long profile of today's mom. This month, we focused on Moms and Media Consumption.

1. The
Buzz on Moms
Report
Media Consumption
2.0
Our annual report reveals the truth about Moms: they are connected,
inspiring, innovative, and philanthropic.

2. Who was
Involved?
7000
11
h ed 10.22.
Launc These panelists .
449 members from our
1,122 a ttempts
buzzSpotter network
participated in this survey
about Moms to learn how F ie lded o n
line Panelists
they’re raising the
Millennial Generation. Closed 12.23.11
100%
female
449 Par tic ipa n ts
buzzmg.com

3. Where do
you live?
Rural 9%
Suburbs 56%
As you can see, our
respondents are mostly
suburban moms with 56%
City 36%
raising children here. Less
than half live in the City
and only 9% of moms live
in rural areas.

4. ethnicity
Other
2%
American
Hispanic African
Indian
9% American
1%
16%
Asian
American
4%
Caucasian
68%
buzzmg.com

5. s are
Marital Th e majo rity o f ou
r mo m
Status married.
Other 1%
Widowed 1%
Divorced 6%
Married 73%
In relationship 12%
Single 8%
buzzmg.com

6. Where are
they hanging
Cafemom 58%
out online? ParentsConnect 41%
BabyCenter 37%
Momlogic 35%
Mamapedia 31%
LifetimeMoms 29%
The Motherhood 28%
Kaboose 23%
Momtourage 20%
Babble 19%
Momversation 18%
buzzmg.com

7. no t
ty o f ou r m o ms are
large majo ri nline
A
logging bu t
th e y ar e e ngaging o
es. Are they
b
family and business
with frie nds, blogging?
Yes
24%
No
76%
buzzmg.com

8. are
tte r a nd You tube
Alth ough Twi o ms, Fac e boo
k is
ngst m
popular am o ic e .
c learly th e ir first c h o
Where are they
publishing
No, I don't Other content?
publish my 3%
own content.
21%
Facebook/
Facebook
Notes
Twitter 41%
20%
Tumblr Youtube
2% 13%

9. o ms a re o n Fac e bo
ok Just how often
65% o f our m r day and ano th e r
multiple time
s pe do our moms go
day!
16% a t least o n c e pe r on facebook?
Never, I don't Few times a
have a page month
Few times a
6% 5%
week
8%
Daily
Multiple times 16%
a day
65%

10. n t, our
ub lish ing c o n te
Alo ng with p y see king ou
t th e ir
e finite l
m o ms are d e boo k!
rands o n Fac
Are they seeking favo rite b Top 3 brands
out brands on moms are
facebook? seeking out
No
24% Kraft®
Yes P&G®
76%
Tide®

11. m ost impo r t
an t How often
t are th e
TV and In te r ne
r ts o f e ve r y
day life
s, alo ng
fo r our m o m gazines.
nd ma
do they
pa ne wspape rs a
with m o vies,
boo ks,
engage…?
1% 0% 1% 2% 1%
8%
20%
38%
47%
47%
90% N/A
52%
99% Daily
Weekly
49% Monthly
37%
36%
27%
7% 12% 14%
9%
2% 1%
0%
TV Internet Magazines Books Movies Newspapers

12. it is
t impo r tan t,
Wi th #1 be ing t
h e m os
e In te r ne t is th e
m ost Media in
c lear th a t th m o ms.
im po r tan t med
ia fo r 70% o f our order of
importance
3%
1% 12%
1% 17% 17%
22% 2%
4% 27%
4%
11%
3% 11% 21%
29%
2% Newspapers
21%
70% 21% 31% Movies
22% Books
22% Magazines
2% Internet
29% 18%
TV
48% 32%
21%
12%
3% 2%
20% 2% 4%
12% 0%
6% 7% 6%
0%
1 2 3 4 5 6 N/A

13. How do you till p rimarily
read
s are s
engage in the Boo ks a nd magazine wh ile ne wspa
pe rs
c op ies
in tra ditio nal h ard m o re .
following are be ing rea
d o nline m o re and
media?
4%
54%
4%
39%
73%
19% Newspapers
Books
2% Magazines
6%
79%
15% 2%
4%
Print Online Electronic Device N/A

14. How do you m o vies are b
e ing
ws and
engage in the For no w, T V sh o l TV sc ree ns bu t
th a t
wa tc h ed o n traditio na e c h savvy m
o ms.
following h ange soo n f
o r ou r t
may c
media?
78%
15% 5%
1% Movies
TV
91%
7% 2%
0%
Traditional Screen Computer Electronic Device N/A

15. o ms
h an h alf o f our m
little m o re t te n t!
A
use r g e ne ra ted c o n
are wa tc h ing
Do they watch
user generated
content?
No Yes
48% 52%

16. Do they watch
ms are shopping hauls
r 73 % o f ou r m o to-
A muc h large
ing h auls and h o w- or how-to-
wa tc h ing sh opp
videos o nline
. videos?
No
27%
Yes
73%

17. c h ing
, 68%, o f m o ms wa t
A la rge majo rity n c ed b y th e m
wh e n
e influe
th e se videos, ar
h ase .
aking a pur c
m Do these videos
influence their
purchasing?
No
32%
Yes
68%


18. Which paid to
content o ms a re subsc ribed d
7 1% o f our m an
sic cable plus, .
service(s) do x o r ba
e ith e r Ne tfli t least basic
cable
h ave a
they subscribe ano th e r 1 3%
to?
I don't subscribe
Hulu Plus to any paid
Hulu 4% content services.
10% 2%
Basic cable
13%
Netflix Basic cable plus
32% 39%

19. ou r
My cable
#1 c h o ic e fo r ime
Co mcast is t
he
b y Dire c t T
V, T satellite
ed
31% m o ms fo llo w rs. provider is…
o th e r p ro vide
W r ne r and
a
16% 17%
13%
6% 7%
4% 5%
Comcast Time Cox Verizon DirectTV Dish I do not Other
Warner Network have a
provider.

20. Other What services do
3% they receive
from their
Home phone providers?
Cable TV 23%
38%
Internet
36%
ve nly
th e y re c e ive are e
Th e se r vic es h e standard
cable,
gst t
sp read am o n e.
d h o me ph o n
In te r ne t, an

21. Co n tac t Us!
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com