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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.
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