How to reach mums through technology?

How to reach mums
through technolgy?
Dispelling the myths perpetuated about mums and technology

Research from Sept 2010 - Oct 2010

Presentation to
Social Media Club Auckland

New Zealand

Wednesday, 11 May 2011

Why Mums are really important
to retail brands

Women control over 85% of purchasing decisions in households. Mothers are an
important subset of this group.
First time mothers have turned to social media for support, advice and fame.
This study focussed specifically on women with children, as better understanding
of their online behaviour enables brands to create more effective online
communication solutions to this particular audience.

Brands that effectively connect and engage this audience will gain significant
benefits from the advocacy of this influential audience.


Methodology

Desk
Research
Survey to
Social Media Hypothesis
Observations Xploring 1000
Monitoring
NZ mums
In-depth
interviews

Reﬁne
This was a very in-depth process, which took over two months to complete.

The final survey ran online for two weeks, allowing enough time to spread
naturally through the social web.


Two types of mums identiﬁed

From initial interviews to plot each mothers communication needs and behaviour
by their life stage, it became clear that we could group mums into two basic groups.

“Stay at “Working”
home”* Mums
Mums (paid)

*As interviewees described themselves


7 key observations
1. Pregnant woman and new mothers increase their usage and alter the way they
engage in social media and technology.

2. New mothers want to feel connected and express themselves.

3. New mothers want a trusting relationship with a variety of interest groups and
like minded online friends.

4. Women want to interact with other mothers and get advice they can trust.

5. There are ‘superstar’ and celebrity Mummy bloggers in NZ.

6. Some mums really value the anonymity social networking affords them.

7. Woman of all ages are quick to embrace and adopt digital experience.


Hypotheses to test
1. Technology is a natural part of life.

2. Mums’ snack information.

3. Mums’ shop online, and share the real story

4. Kiwi mums’ are socially creative.


Social Media:
Looking at the results


Conversations about feeling
hectic dominate
Mums are hectic and so are pro’s at snatching moments of time and engaging in
activity on the go - they are adept at “snacking” information. We identified a
trend of being more ready to use mobile internet.

Feelings things are hectic Benefits of mobile internet

Key Words: Just did AND family, Phew AND Kids, Quickly AND Kids, Key Words: I want AND Android, Mummy AND iPhone, Phone AND
Quick AND Easy changed my life, Love AND iPhone


Social media monitoring conclusion

Send email News
online
Professional
While they are Mums all
the time, they multi-task
Woman
Techy incredibly.
Text a relative FB Update In most cases, these women
dedicate set times to
different tasks.
Wife/Partner MUM Medic

Youtube Online gaming
entertainment
Nutritionist Example of Sanity/
Artsy
Snacking time
Educator
Example of Task time
Check
Cup of tea
forum


The Survey


Who took part?

The online survey reached approximately 1000 Mums through popular Mums forum
- Mums on Top. We ensured woman from all age groups were included, although the
majority of woman reached are 25 to 40 yr olds.

The reach through our survey

3000+ Mums
Mums on Top


Survey results
Do you own a phone that can browse the internet? Yes - 71.9%

How much “me time” do you think you have? Majority: 30 mins - 3 hrs p/wk

Other than calls, txts and photos, activities that Mums All the time Never
use their phone for:

Browsing the internet 33.6% 43.3%

Sending/receiving emails 30.8% 56.9%

Checking the news 23.5% 57.2%

Connect with friends/family via facebook/twitter or 37.4% 45.5%
other SM


Why you like to shop online?

Not surprisingly, almost all mums
said they love to shop online
because it is convenient.

Approximately half of all mums
said they also shop online
because of these key drivers;
1. “It saves me precious time”
2. “Its cheaper”
3. “I like the feeling of
packages arriving at my
house”
4. “I can research my
purchase better.”


Online reviews and research
How important are online reviews, When you find products online,
when shopping for products? do you research them further?

Essential
Yes always

Very important
Mostly

Important
Sometimes but
not always
Important, but only
for certain things
Rarely
Good to check, but
not a deal breaker

I don’t look Never
at reviews

When making an online purchase, Research and Reviews are very important to mums.

Only 2% of all mothers surveyed don’t look at reviews at all, and only a tiny 1% don’t
research a desired product online.


Groceries

Books

Clothes

Baby Products

Travel (incl.
accomodation)

Maintenance Services

Wine

Technology/
Electronics

Toys/Video games

Health & Beauty
products
What products do you buy online?

What do you engage with online?

A whopping 70.4% of all mothers watch Youtube videos. Interestingly, this was
especially true of older mums.

Reading blogs came second with 61.2% of all Mums claiming to do this. Third equal
was participating in or reading online chat rooms and playing Facebook games.


Conﬁrmed hypotheses

Mums are adept at using the internet, and contrary to some myths, are
incredibly heavy users of digital and social media.

They use it to be productive, creative and to entertain themselves.

Communicating to NZ mums online, in the specific ways that suit them
best, is a huge opportunity for NZ brands


Thank you

• For more information about this research
please contact

@peeyooshchandra


How to reach mums through technology?

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