Millennial Moms and Mobile
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Dina Freeman Social Media and Digital Strategist Baby Center @dinadingo Meet the fast-moving first of the true digital natives. From gear to healthcare, food to beauty, banking to shopping, she does everything much differently than moms only a few years older. She’s also spending more, and rewarding brands that give her the solutions she expects in her channels of choice. Dina Freeman, Social and Blog Strategist, BabyCenter will share key findings from their 2014 Millennial Mom Report and show how those insights turn into effective advertising for both Millennial and other segments of the valuable 3.1 trillion dollar Mom market.
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Millennial Moms and Mobile
- 1. New Rules for Marketing to Millennial Moms Dina Freeman Social Media and Blog Strategist, BabyCenter November 12, 2014
- 2. © BabyCenter, LLC. Confidential. All rights reserved. Top Parenting Resource 17mm US moms monthly; highest concentration of pregnant and new moms online Moms’ Mobile Solution 12mm monthly mobile UVs, 50 monthly app page views per UV The Global Leader reaching 41mm in 14 markets, 11 languages Most Trusted nearly 2x more than any other pregnancy and parenting site Most Shared 3 out of 4 moms share the information they find on BabyCenter with other moms Most Loved brand for pregnancy and parenting information and community worldwide Sources: BabyCenter internal data, 2013-14. comScore September 2014. Parenting Landscape Study, 2013.
- 3. © BabyCenter, LLC. Confidential. All rights reserved. 83% of new moms are Millennials
- 4. © BabyCenter, LLC. Confidential. All rights reserved. Reflect her reality
- 5. © BabyCenter, LLC. Confidential. All rights reserved. Reflect her reality 2 in 5 births today are to unmarried women Millennials are 40% less likely to identify as Caucasian
- 6. © BabyCenter, LLC. Confidential. All rights reserved. Broaden your campaigns Diversity is not an afterthought
- 7. © BabyCenter, LLC. Confidential. All rights reserved.
- 8. © BabyCenter, LLC. Confidential. All rights reserved. Be authentic Image TK
- 9. © BabyCenter, LLC. Confidential. All rights reserved. Be authentic 58% say it’s important for brands to understand what matters to them as a parent
- 10. © BabyCenter, LLC. Confidential. All rights reserved. She’s looking for solutions that fit her life
- 11. © BabyCenter, LLC. Confidential. All rights reserved. She has different brand needs than Gen X
- 12. © BabyCenter, LLC. Confidential. All rights reserved. Use a light touch and have fun No marketing speak allowed
- 13. © BabyCenter, LLC. Confidential. All rights reserved. Bridge the brand-to-mom & mom-to-mom connection
- 14. © BabyCenter, LLC. Confidential. All rights reserved. Bridge the brand-to-mom & mom-to-mom connection 59% purchase as a result of a recommendation from another mom on a parenting site
- 15. © BabyCenter, LLC. Confidential. All rights reserved. Empower her to share Posts from another mom are 55% more influential than from a brand
- 16. © BabyCenter, LLC. Confidential. All rights reserved. Mobilize your message
- 17. © BabyCenter, LLC. Confidential. All rights reserved. Mobilize your message 44% have purchased something via their smartphone in the past week
- 18. © BabyCenter, LLC. Confidential. All rights reserved. Everything is mobile. Mobile is everything. Make it easy for her to engage, research and buy via mobile
- 19. 1 Year 2 Years Her journey of motherhood creates unlimited opportunity to provide support at exactly the right moment, with the right solution, in the places she lives her life Pregnant 3 Years 24 weeks Newborn 3 Months 1 Year 2 Years 3 Years Sign up now Jan 30 2014
- 20. © BabyCenter LLC. | Confidential. | All rights reserved.
Editor's Notes
- Millennials are a powerful and important generation to all of us as marketers – there are over 80M of them, and according to Boston Consulting Group, this generation is currently spending $1.3T annually (about one third of which is discretionary income). And… 8 out of 10 new moms ARE millennials – which is why we NEED to understand them. The average age of a first time mom is 25 years old. That means first time moms were born in the mid-80’s. This is your core consumer and they are a fascinating, influential, and hardly one-dimensional segment. They are fluent in technology and new media – but grounded in concerns for their environment, health, and nutrition. They are underemployed but entrepreneurial. They are educated but in debt. They know parenting is tough, but it’s also fun! Millennial Moms are creating new traditions and challenging perceptions It’s a complicated picture, but there are concrete ways marketers can put findings from our 2014 Millennial Mom Report (and other studies) into action to stay relevant among this powerful and important generation. The 4 recommendations based on insights that I’m about to share with you are by no means an exhaustive list of what you should know about Millennial Moms, but they are what has us buzzing in the halls of BabyCenter. It’s what we’re focused on to develop new products and consumer experiences that engage the audience. So let’s begin…
- Today, 2 out of 5 births today are to unmarried women. Millennial Moms are 40% less likely to identify as Caucasian than the general population, and more than twice as likely to be viewed as “more tolerant of races and groups different than their own.” What we’re seeing is that the word “family” has more definitions now than ever before. Single moms, working moms with stay-at-home dads, moms having babies later in life, same-gender parents, multiple generations of moms under one roof… you name it, its family. And for the first time ever, minorities are now a majority of US births. In fact, And today, 1 in 4 births in America are to US Hispanic Moms. By 2050, that percent will grow to 31% (Source: US Census Bureau). So any image of Mom + Dad + 2.5 kids sitting around the dinner table in the suburbs is really no longer applicable to this segment. What does that mean? Anything goes – different colors, different ethnicities, and different genders. Consumers are ready for the change. Reflect the diversity in your communications.
- Be authentic.
- Seems simple enough, but many marketers forget the number one rule – be authentic and respect your customer. 58% say it’s important for a brand to understand what matters to her as a parent – 32% higher than Gen X’ers. Millennials are very aware of disingenuous marketing-speak, and they prefer a conversation over one-way communications. Fifty-eight percent of Millennial Moms say it’s very important for a brand to “understand what matters to me as a parent” (vs. 44% of Gen X moms), and 49% say it’s very important for a brand to share her values (vs. 38%). For all of these reasons, marketing to Millennials requires a light touch. Be authentic and genuine in your marketing communications, communicate your core values, acknowledge your mistakes, and consider investing more in native advertising.
- Understand that social makes her world go ‘round. For Millennial Mom, social is self-expression, learning, discover, sometimes how she earns an income (think etsy). It’s more than communication. It’s connection.
- Social powers her life. And social media drives commerce. More than half of moms have made a purchase based on a recommendation in a parenting community. Other reasons why she buys… Discount Her friend posted about it The brand itself posted – but this isn’t as influential 1 in 3 say they saw a photo on Pinterest A brand isn’t what you tell a mom you are. It’s what a friend tells friend. In fact, posts from another mom are +55% more influential than posts from another brand. 90% of Millennial Moms say they will share a coupon offer from a brand on Facebook
- Moms have spoken: with a life that’s constantly on the move, smartphones are their device of choice for communication, research and entertainment. Millennial Moms are mobile: Compared to Gen X moms, they’re 5% more likely to use social media on their mobile devices on a daily basis. They’re also digitally savvy, using technology, including apps, to manage their lives and get more accomplished in less time.
- While smartphone penetration may have plateaued – no big surprise considering that nearly 9 in 10 own one – mom’s dependence only increasing. On average, we found that Millennial Moms spend almost 2 hours a day online via smartphones – half an hour more than their Gen X peers. Her smartphone is really all that she needs. Moms tell us it’s like her back up brain. Smartphones are moms go-to device for nearly every task, but especially social media like Facebook and Twitter, as well as participating online community sites. It even slightly surpasses laptops for YouTube watching. And she’s shopping from her mobile device. In fact, 44% of Millennial Moms have made a purchase on their smartphone in the past week. Compared with their Gen X counterparts, Millennial Moms are more comfortable purchasing something using their smartphone, across categories like: small stuff for baby (diapers, wipes), big items for baby (crib), furniture, and toys. In the baby gear category specifically, Millennials (compared with Gen Xer’s) index higher for activities via their mobile device, like: researching a product online and searching for information about a product or service. Interesting that they are less likely to comparison shop. For marketers, this means the best way to reach mom is through the device in her hand – but it’s important to note that means more than a mobile ad: