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The New GateKeeper
Once upon a time…
Moms were women of ONE defined generation with at least 1 child under 18 years.
Successful marketing was based on moms sitting in a playground talking about brands while their children played in the sandbox.
The moms would leave the sandbox and share the news of products, solutions and brands with other moms they met along their journey through parenthood.
2
Offline/Personal Relationships
BloggingNewspaper
90%85%
67%40%
20%
On The Go… Online and Offline
“Women of child-bearing age are the most active social media movers” - Nielsen
What’s New in Millennial
Motherhood?
The Millennial Mom
• Born between early 80’s thru 1998• Children of Boomers
• A Trophy for Everything• Over-scheduled childhood• Highly educated
• Remembers 9/11• Optimistic
• Experienced the down economy• Master Multi-tasker
• Motherhood without martyrdom• Visual Shopper• Philanthropic• Desire to stand out• Does everything but TALK on her
phone
5
Evolution of the Blogosphere of Mom Bloggers
• Mom Blogger Today- Foodie Tomorrow• Children are getting older, interests change• Blogs = Banner Ads• It’s a family affair for some moms!• A new confidence among some mothers
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Online Videos are Popular with Moms
37.9%43.7%
daily daily
weekly weekly
80% view videos online91% watch on
laptops/desktops
More than half watch
an entire video
More than 20 apps are downloaded on Mom’s phone. More than 60% report 21 or more apps.
0 to 1015%
11 to 2025%
21 to 3021%
31 or more39%
Of the downloaded apps, between 6 and 10 are used on a “regular basis”.
What type of apps do you download?
GamesEntertainment
UtilitiesSocial Networking
MusicProductivity
LifestyleReference
TravelSports
NavigationHealthcare and Fitness
NewsPhotography
FinanceBusinessWeather
BooksMedical
0 10 20 30 40 50 60 70 80 90
$5 is the magic amount – overwhelming majority of Moms (87%) want to pay less than
a Lincoln for an app - almost half like FREE!
Free
$0 to $.99
$1.00 to $2.99
$3.00 to $4.99
$5.00 and up
0 5 10 15 20 25 30 35 40 45 50
48.6
30.8
14.7
5.1
0.8
87.7
12.3 Less than $5.00
More than $5.00
“Mom, can I use your phone to play?”Almost 50% of Moms have up to 6 apps
on their phone that kids can use
None 1 to 3 4 to 6 7 to 9 10 or more0
5
10
15
20
25
30
22.5
28
20.8
9.3
19.4
Apps are a family affair with 40% of Moms responding that 1 to 5 apps are downloaded
on a family member’s request
None
1 to 5
6 to 10
11 or more
0 5 10 15 20 25 30 35 40 45
48% say there are from 1 to 6 apps on their phone for their children.
None
1 to 3
4 to 6
7 to 9
10 or more
0
5
10
15
20
25
30
35
43% of Moms write reviews for apps they own.
Yes43%
No57%
Marketing to Moms Coalition• www.marketingtomomscoalition.org• Free membership for industry professionals• State of the American Mom Report
Marketing to Moms TV• www.marketingtomomstv.com• How to Videos
BSM Media• www.BSMMedia.com• Monthly Newsletter
Maria Bailey• @MomTalkRadio• [email protected]
Resources
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