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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The American Media Mom:
Always-On, In Control, and Changing
the Rules for Marketers
Nielsen webinar with
June 2012
Jenna Berger, Research Manager, Nielsen
Michal Clements, Principal, The Cambridge Group; Strategist & Author
Inna Kern, VP, Global Sales Marketing, BabyCenter
2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Where, when, and how do Moms engage with media?
• Project was commissioned by BabyCenter to support the latest installment of their 21st Century Mom® Insights
Series, American Media Mom
• Identify specific usage of BabyCenter Moms, and see how
their usage overlaps and/or differs from other Moms
• Key question: On which media types are we most likely to
find Moms?
• Measurement period: October 2011
3
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Mom’s Media Landscape
4
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
33:26:03
58:28:37
26:55:40
5:33:20 8:10:27 4:46:28
Universe 18+ BabyCenter Moms Moms with Children <6
Surfing Online Streaming Video Online
Time per Person (HH:MM:SS)
BabyCenter visitors spend significantly more time
online than the average user
Source: Nielsen NetView online, October 2011
Definition: BabyCenter Moms are women 18+ in a household
with children under the age of 3 that visit BabyCenter.com
5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Source: Nielsen TV/Internet Data Fusion, October 2011
On average, Moms watch less TV than average
TV viewer
Moms with children under 6 years old
watch 19 hours less TV per month than
the average TV viewer
142:13:12
158:00:07
161:04:48
Moms withChildren <6
BabyCenterMoms
Universe 18+
Total TV Viewing Per Person (HH:MM:SS)
98
88
Index to Universe 18+ Read as, BabyCenter Moms are 2% less likely than the average person to watch TV.
Definition: BabyCenter Moms are women 18+ in a household
with children under the age of 3 that visit BabyCenter.com
6
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
However, Moms over index in time-shifted
TV viewing
142
161
27 21 19
BabyCenter Moms Moms with Kids <6 Universe 18+
Total TV Viewing (Hours) Timeshifted TV Viewing (Hours)
142
111
Index to Universe 18+
Source: Nielsen TV/Internet Data Fusion, October 2011
17% of all BabyCenter Moms’ TV
viewing is time shifted
Read as, BabyCenter
Moms are 42% more likely than
the average person to watch time-shifted TV.
Definition: BabyCenter Moms are women 18+ in a household
with children under the age of 3 that visit BabyCenter.com
7
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Moms TV viewing skews more towards programming
with a strong female lead Universe 18+
Dancing with the Stars
60 Minutes
Two and a Half Men
X-Factor
Castle
Person of Interest
Amazing Race 19
The Good Wife
Hawaii Five-0
Body of Proof
BabyCenter Moms
Modern Family
Grey’s Anatomy
X-Factor
Two and a Half Men
Dancing with the Stars
New Girl
2 Broke Girls
Private Practice
Parenthood
Biggest Loser
Moms with Children <6
X-Factor
Grey’s Anatomy
Dancing with the Stars
Two and a Half Men
Modern Family
Private Practice
Parenthood
New Girl
2 Broke Girls
Biggest Loser
Source: Nielsen TV/Internet Data Fusion, October 2011
Definition: BabyCenter Moms are women 18+ in a household
with children under the age of 3 that visit BabyCenter.com
8
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Moms focused on content on demand and engage
with TV programming across all screens
Source: Q4 2011 Mobile Connected Device Report; Nielsen @Plan Q4 2011; Nielsen NetView online October 2011
67% of Moms used the Internet and
watched TV concurrently yesterday.
1 out of every 5 people that stream
Broadcast Media online are Moms.
9
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Moms engage heavily with social networks on all
platforms accessible
53.0%
46.4% 49.0%
Moms with Kids <4 Moms with Kids Ages 5-9 Moms with Kids <9
% of Moms that use Social Media sites or apps on their mobile phone
155
136 141
Index to
Universe
18+
Source: Nielsen Mobile Insights Q4 2011
Read as, Moms with kids <4 are 55% more
likely than the average person to use Social Media sites on their
mobile device.
10
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
15
31
11 8
76
25 34
8 9
95
27 24
8 12
108
0
20
40
60
80
100
120
Universe Moms with Children <6 BabyCenter Moms
497 523
976
0
200
400
600
800
1000
1200
1. Facebook
Minutes Spent per Person per Month on the Top 5 Largest Social Networks for Moms
Moms spend significantly more time on social
networks on computers than average user
Source: Nielsen NetView online, October 2011
Definition: BabyCenter Moms are women 18+ in a household
with children under the age of 3 that visit BabyCenter.com
11
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
497 523
976
0
200
400
600
800
1000
1200
Universe Moms with Children <6 BabyCenter Moms
Minutes Spent per Person per Month Facebook
Nearly one out of three minutes a Mom spends
online on a computer is on Facebook
% of Total Time on Facebook
25% 32% 28%
Source: Nielsen NetView online, October 2011
Definition: BabyCenter Moms are women 18+ in a household with
children under the age of 3 that visit BabyCenter.com
12
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Moms multi-task across all media types, using both
computer and smartphone for a range of tasks
23.2% 26.5%
24.0%
All Moms Moms with kids ages <5 Moms with Kids under Age <11
% of Moms that use a Tablet while Watching TV – Several Times a Week
Source: Nielsen Mobile Insights Q4 2011
13
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
23.2% 20.3% 21.7%
Moms with Children<4
Moms with ChildrenAges 5-9
Moms with Children<9
Moms use e-Commerce on emerging platforms more
than the rest of the population
% of smartphone-owning Moms that exhibit mobile shopping behavior on their phone
158 138 147
Top 5 e-Commerce Sites for Moms* by Time Spent per
Person:
1.eBay (56 minutes) 2.Amazon (28 minutes) 3.Etsy (19 minutes) 4.WalMart.com (15
minutes) 5.Target.com (13 minutes)
Index to
Universe
18+
*Moms = Moms with children <6 years old
Source: Nielsen NetView online, October 2011; Nielsen Mobile Insights Q4 2011
Read as, Moms with kids <4 are 58% more likely than the average person to exhibit mobile shopping behavior their smartphone.
14
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
29.8% 26.1% 27.7%
Moms with Children<4
Moms with ChildrenAges 5-9
Moms with Children<9
In addition to e-Commerce, Moms use both
computer and smartphone for keeping track of
finances
153 134 142
Index to
Universe
18+
*Moms = Moms with children <6 years old
Source: Nielsen NetView online, October 2011; Nielsen Mobile Insights Q4 2011
Moms* spend more time per month visiting
WellsFargo.com on their computer than
they do on FoodNetwork.com or
Huffington Post
% of smartphone-owning Moms that use mobile banking sites or apps on their phone
Read as, Moms with kids <4 are 53% more likely than the average person to use mobile banking sites or apps on their phone
15
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Average day for a BabyCenter mobile user shows
that Moms are using their phones constantly
0
1
2
3
4
5
6
7
8
9
Min
ute
s
Weather Channel
Pregnancy App
Gallery
FlightTrack
BabyCenter MyPregnancy
Messaging
Browser
27%
18%
8% 5%
2%
15%
24%
1%
% of Usage from 5-6PM
Source: October 2011 Nielsen Smartphone Analytics
Note: Does not include voice usage
User visited BabyCenter MyPregnancy app an average 5x/day during October
16
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Outlook for Moms
17
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
How Moms media habits have changed
Then…
May 2009
“Power Moms” are 25%
more likely than the
average consumer to write
a blog.
May 2009
Moms are 30% more likely
to use text messaging.
Now…
April 2012
About 1 in 3 bloggers are
Moms and 52% of bloggers
are parents with children
under 18.
Q4 2011
83% of all Moms text and
50+% of Moms own a
smartphone.
Source: Nielsen
18
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Continued shift towards digital is best exemplified
through Moms’ tablet adoption
• 10% of all Moms own a tablet
• 15% of all smartphone-owning Moms own a tablet
• 71% of tablet-owning Moms let their children use their
tablet
• Moms with young children (under 5 years old)
significantly over index (159) on using their tablet several
times a week while shopping or running errands
Source: Q4 2011 Nielsen Mobile Insights – Connected Devices Study
19
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Where do we go from here?
20
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Moms have a wide variety of media habits, but
we see more as better
=
More opportunity to reach a hard-to-find captive audience
21
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Planning cross-platform campaigns is critical when
marketing to Moms Advertisers and Agencies
Challenge: Moms multi-task across media – their computer and
mobile usage span from shopping online to mobile
banking to loaning their tablets to their kids for gaming.
Recommendation: Plan campaigns that synthesize activations across
platforms so that Moms feel engaged with brands
across all devices.
22
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Challenge: Moms are focused on content on-demand, resulting
in higher than average DVR usage as well as
accessing traditional TV content on tablets and other
devices.
Recommendation: Develop content for emerging platforms.
Creating content for all platforms is critical Networks and Publishers
23
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Nielsen CPH Analysis for TBS/George Lopez O’Brien
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Thank you for attending
Inna Kern, [email protected] www.babycentersolutions.com Michal Clements, [email protected] www.chicagonow.com/marketing-strategist @michalclements Jenna Berger, [email protected]
For more insights, go to Nielsen Wire
http://blog.nielsen.com/nielsenwire/
Q&A
@nielsenwire #AmericanMediaMom