today's parents living a double life at double time
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living la vida rapida: today’s parents living a double life at double time — focus on global moms commissioned partnership between ResearchResearch by Platform-A and OMD OMD and Platform-A contents 2 Introduction 4 Key Findings 6 Methodology 8 Study Design 10 Meet Today’s Moms 12 Moms and Media: Exposure, Media for Family, Media for Self 14 Super Moms 16 Why are Moms an Important Target? 18 Moms and Advertising 20 Summary study design In today’s world where consumers can be defined through their needs, behaviours and attitudes, there exists a large group of consumers who still seem elusive to many Our qualitative sample consisted of marketers. Undisputed multi-taskers and gatekeepers of their families, moms are a moms aged 22-54 with home Internet lucrative target. Motivated to learn more about today’s moms, OMD and AOL partnered access in four different cities, Stamford, with Ipsos to conduct a two-phased study including qualitative and quantitative research CT- USA, London-UK, Beijing & Shang- among online moms around the world. hai-China, and Mexico City-Mexico. We conducted four, two-hour in-home interviews per country. Our overall goal was to understand global moms and their involvement with media, as well as their personal values, family dynamics, purchase habits, and advertising Pre-interview exercises included: preferences. three-day media usage journal with photos/video, and life with and • What roles do various media play for moms? without media collages. • How are media used in parenting and family life? Our quantitative sample consisted of • What impact do media have on buying behaviors? moms aged 18+ with home Internet access in 13 countries around the • How do family members influence purchase decisions? world. We sampled 500 moms in • How acceptable and trustworthy is advertising? Canada, Mexico, Chile, Spain, France, UK, Denmark, Germany, Russia, India • How do moms in various parts of the world differ from one another? and Australia, 1,000 in U.S. and 800 • How can advertisers and marketers leverage insights about moms to in China. communicate with them more effectively in an evolving media landscape? The study focuses on online moms who are not only today’s marketing target but also represent the urban and future moms, especially in countries with lower Internet penetration. Research commissioned by Platform-A and OMD about OMD (www.omd.com) is one of the largest and most innovative media communications specialists in the world, with more than 140 offices in 80 countries. For an unprecedented fourth consecutive year, OMD Worldwide was recognized as the Most Creative Agency in the world by The Gunn Report for Media. OMD also had the distinction of being named Media Agency of the Year and winning a Gold Lion and two Bronze Lions at the 2007 Cannes International Advertising Festival. With another great showing at Cannes in 2008, OMD US had six shortlisted campaigns, winning a bronze in the Young Lions Competition. Worldwide, OMD saw a total of 23 campaigns on the shortlist — more than any other media agency. OMD was awarded the most Effies in 2006 and 2007, including the highest honor of Grand Effie, and took home a total of nine wins in 2008 including four gold awards. The agency is a unit of Omnicom Group Inc., the world’s largest communications holding company. Platform-A (www.Platform-a.com), AOL’s advertising business, is the industry’s largest digital advertising platform, offering the most comprehensive suite of marketing solutions, powered by the Web’s best advertising technologies. Platform-A includes AOL’s leading media properties – AOL.com, AIM, MapQuest, and more – and Advertising.com’s third-party networks. Platform-A also includes TACODA’s audience insights and behavioral targeting; Quigo, a site- and content-targeting solution; ADTECH, an international digital ad serving business; Third Screen Media, a mobile ad serving network; and buy.at, an affiliate marketing solution. Platform-A currently has operations in the United States, nine countries across Europe, including Denmark, Finland, France, Germany, Netherlands, Norway, Spain, Sweden, the UK, and Japan through a joint venture with Mitsui. Ipsos is the third largest survey-based market research company in the world. Headquartered in Paris, Ipsos has operations in 56 countries, and is the only independent, publicly listed survey research company that is managed by research professionals. Ipsos MediaCT is the division of Ipsos specialized in researching the converging media, content, telecom and technology industries. meet today’s moms Moms constantly function with a dual mindset, thinking about their own time and their family time Mom, Madre, Mum – it doesn’t matter what language you speak; mom is still the heart and soul of the family. She’s the one who does it all! Research commissioned by Platform-A and OMD The balance between “my time” and “responsible time” is very difficult for today’s moms. They are living a double life — handling parenting tasks, managing their professional and social lives and trying to squeeze out a little alone time! They are not just thinking about how to schedule their own time; they are the business managers of their families carefully planning the agendas for all of the members. Their lives are so fast paced, so full and so demanding that they say their typical day consists of 27 hours! moms value their alone time, and their social and professional lives Most moms are employed full-time and continue to be in charge of day-to-day parenting. Research commissioned by Platform-A and OMD the art multi- of tasking The struggle between mom’s desire to have time alone and the reality of enjoying that alone time is clearly evidenced— even though more than half of today’s moms value their alone time, they only manage to get 1.4 hours for themselves in a typical day. Moms are packing in 27 hours of activities into their 16 hour day! Over 5 of those hours are spent working. Nearly 4 hours are spent with their families and nearly 3 hours are spent on the Internet. They spend more time on the Internet than doing chores or eating! moms and media exposure Moms use a full scale of media in a variety of ways to live their “double lives”. They use multi-media (TV, magazines, newspapers, radio, Internet, mobile, and games to help with parent- ing, as a purchase tool, as a social tool, for entertainment and relaxation and to make them more productive. Their media usage includes media for themselves, their family and for managing other responsibilities. Research commissioned by Platform-A and OMD the average mom 8 day spends hours a with media The most time is spent on the Internet (2.6 hours), followed by TV (2.1 hours) Thus, while moms are heavy multitaskers and consume media while juggling other tasks, media undoubtedly playsan important role in their lives and offers many opportunities for marketers to influence them. • The Internet evokes a range of emotions among moms depending on the specific usage. Moms’ positive relationship Search, email and commercial sites are more task-oriented. Moms’ entertainment quotient is high with media is further on digital entertainment sites while their interest levels rise on social/user-generated sites, search and commerce sites. The Internet can no longer be seen as a single medium for marketing proven by the emotional purposes since different areas of the internet bring out different moods. associations they have to • Moms are ‘relaxed’ and ‘entertained’ through television and are ‘focused’ and ‘interested’ while each medium. Media offers reading newspapers. a way to be entertained, • Magazines are viewed in a relaxed state by 18% of the moms surveyed; 17% say they are interested while reading magazines. to relax, and for getting • Gaming is entertaining to one-fifth of moms while listening to radio puts them in a relaxing mood. tasks done. Research commissioned by Platform-A and OMD Not only do they use media in their daily lives, moms have a strong emotional also attachment to media The Internet was sited as the most important medium everyday both life for and for parenting information or advice Different media fulfill moms’ needs in different ways; media such as Internet, newspapers and games are used as much as for parenting as for other purposes, while magazine is the only medium that moms find slightly more important for parenting than for other purposes. Research commissioned by Platform-A and OMD moms and media: for family Moms rely on the Internet for task-oriented parenting, while TV is preferred for family entertainment Moms of teens and tweens rely more heavily on to stay mobile phones connected to their children Research commissioned by Platform-A and OMD 95% co-use media at least week once a Moms and kids are spending a great deal of time together with media! This is a great way to connect with both the moms and kids at the same time. Co-usage tends to increase as children age, especially as a communication tool. Moms and kids are staying connected by emailing, talking on their cell phone, texting even IMing! The Internet is an unprecedented parentingand resource of social networking moms among In all parts of the world, moms have created their own online communities and rely on these online communities in all of their parenting needs. Not surprisingly, younger moms are leading the way… Over half of the 18-34 year old moms say the Internet has provided them with access to a broad range of parenting advice or tips. 4 in 10 of the younger moms (18-34 years old) say they have shared parenting advice or tips with others on the Internet Research commissioned by Platform-A and OMD parentingand childrelated internet activities #1 were moms the online activity for moms internet value of the see the for their children but want to monitor & balance their usage… ...and would like their kids to focus on other activities as well Research commissioned by Platform-A and OMD moms andmedia: Media clearly helps moms in parenting by providing information and by acting as a medium to connect with the for self family. In addition to parenting, moms extensively use media for non-parenting tasks and personal entertainment. Moms are creating an online community: The Internet is a life- line to the outside world and is no longer just a productivity tool. This is especially true in emerging markets like Mexico and China, where 80% and 78%, respectively, say the Internet is a lifeline to the outside world. tv preferred is for recreation ...but at least 1/3 of today’s moms use the Internet and digital media (especially video/ online games) for recreation Research commissioned by Platform-A and OMD moms look to digital and other media for a variety of tasks they perform for themselves Moms use the Internet for very pragmatic purposes – shopping, gathering information, finding coupons and sales. TV is still the main source for news; however nearly 30% now say the Internet is their main source. younger & urban drive moms adoption of digital media and community-oriented online activities The multi-faceted use of Internet by the young moms today is a sign of increasing internet usage among moms in the future. Research commissioned by Platform-A and OMD super The super-busy lifestyle moms and constant juggling between work, family and self has led to the creation of ‘Super moms’. Younger moms are more likely to describe themselves as “Super moms”. Four in ten moms in Canada, France and China say they’re “Super moms”. super moms strive harder balance aspects to different of their lives... ...as they place higher value on their career and social lives than other moms Research commissioned by Platform-A and OMD super moms co-use newer technology more than other moms They feel the need to know all that is going on with their children, and utilize the latest technology. super moms rank high on using the internet for parenting- specific activities While the general internet usage of Supermoms is not that different from other moms, they rely much more on the internet for parenting- specific tasks. Research commissioned by Platform-A and OMD why momsan ? are Moms are an important important target target audience for marketers and advertisers because not only are they the primary decision makers in their households, but half of them actively recommend products/ brands to others. Supermoms are power recommenders, with 72% passing along brand/ product information. They are the technology leaders among today’s moms and tend to be brand loyal. influence of household members in purchasesiscategory specific Overall, the internet is very in- fluential in helping moms decide what products/services to buy. This is mainly achieved through search, commerce sites, portals and online networking. Moms also rely on word of mouth to pick the best that market of- fers. This aligns well with the fact that half of today’s moms recom- mend products/services to oth- ers, making WOM a strong & fast channel to pass information- be it good or bad! Research commissioned by Platform-A and OMD busy working moms moms single are and more influenced by their Tweens and Teens children tend to influence purchases much more than younger children and probably take a consultative role. the internet is very influential helping moms in decide what buy... to ...This is mainly achieved through search, commerce sites, portals and online networking. Moms also rely on word of mouth to pick the best that market offers. This aligns well with the fact that half of today’s moms recommend products/ services to others, making WOM a strong & fast channel to pass information- be it good or bad! Research commissioned by Platform-A and OMD moms not research only products services and online but also purchase online moms & • There is a consistently high correlation between advertising acceptance and trust. advertising • When moms are more willing to accept advertising on a medium, they also tend to trust the advertising on that medium as well. • Media like TV, radio, news- papers, magazines, Out-of- Home have high levels of ad acceptance and trustworthiness. • For media that are singularly directed and not broadcast (like email, direct mail, etc), moms are more open when they opt for advertising on such media rather than unsolicited ads. • As today’s moms actively seek information, it’s no surprise that online word of mouth is high on trust. • While the relationship between advertising acceptance and trustworthiness remains similar among moms across the world, there are some country differences. Research commissioned by Platform-A and OMD adstraditional in media accepted continue to be moms by The lowest advertising acceptance through in most countries tradtional media is seen in France, Australia and Spain while the highest acceptance is seen in Chile, Mexico and India. Online/email ads are quickly catching up particularly in Chile, Mexico and India. demographics impact ad acceptance as well Younger moms (18-34 years) are more willing to accept online/ email/mobile ads than older moms Research commissioned by Platform-A and OMD summary This study reveals five key trends of critical relevance to marketers and media planners. First, with all the multi-tasking they do, today’s moms are essentially living in “double time,” averaging a 27-hour waking day. Eight of those hours are spent using media, mainly for parenting advice and tips, led by the Internet at 2.6 hours per day. Second, don’t underestimate moms as early adopters and influencers. Globally, 38% of moms describe them- selves as trying to be “supermoms,” a group highly likely to influence their peers and be early adopters of tech- nology. Third, looking at the emotional resonance of various media, including overall trust, provides a new and important way to look at Media’s influence on moms. Survey findings showed substantial differences in emotional impact by media type, with Television’s and Radio’s primary footprint being “entertained” and “relaxed,” while Newspaper veered toward “focused” and “interested.” Even within the internet experience, moms relate search to feeling “task-oriented, focused, and interested,” while digital sites felt like “entertainment.” In addition, there is a tight correlation between a mom’s trust in a medium and her acceptance of its advertising messages. For example, TV, radio, and newspaper media have both significantly high trust and “ad acceptability” ratings, while online banner ads, mobile and text messaging score lower on both. The takeaway here is that there’s room for digital marketers to differentiate themselves with high-quality advertising that con- nects with consumers in a credible way. A fourth and interesting revelation is that three out of five moms say that the internet has become a “lifeline” for them, especially among higher-income moms (70%). This trend seems likely to continue, as younger moms re- port higher usage than older moms have a higher tendency to use new media such as social networking sites. Finally, it’s important to consider today’s family as a team when it comes to media usage and decision-making. Most moms co-view TV, the Internet and other media with their kids and share purchase decisions across an ar- ray of categories from toys to music.