Mind the Gap

© BabyCenter, LLC. Confidential. All rights reserved.

Mind the Gap The Global Disconnect Between Moms and Marketers April 2016


BabyCenter around the world Canada UK

Germany

France US Middle East

Malaysia Spanish Language India Brazil Australia

Reaching 45MM moms online globally – 11 global properties, 9 different languages Every 6 seconds, a new mom joins BabyCenter Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect Between Moms and Marketers, April 2016. nternal BabyCenter Data. © BabyCenter, LLC. Confidential. All rights reserved.

Report Methodology In-depth Survey 4,811 pregnant women and moms recruited in 7 different countries/regions

Canada (n=1,117) Recruited through Research Now

Social Listening

1:1 Interviews 1 on 1 conversations to uncover deeper insights in Canada, UK and US

Conversations in the BabyCenter community to track specific trends

UK (n=1,067) Recruited through Research Now

US (n=501) Recruited through Research Now

Brazil (n=537) Recruited through site intercepts

Germany (n=644) Recruited through site intercepts

Middle East (n=525) Recruited through site intercepts

India (n=420) Recruited through site intercepts and Community

Country flags used: Brazil Canada

India UK US

Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect Between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

CHAPTERS

Perception vs. Reality A Brand New Buying Experience Winning with Moms Around the World


CHAPTER 1

Perception

•Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect Between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.

vs. Reality

How she feels during pregnancy Q: Which of the following words do you use to describe yourself / do advertisers portray you? (global survey data)

Pregnant Brand portrayal

+113% +143%

+50%

+137%

30% 63%

13% 32%

50% 21%

55% 37%

Beautiful

Fit

Anxious

Emotional

When you see a makeup commercial and it’s all airbrushed it doesn’t make you want to buy the makeup. Nobody wants to see perfection. – Caroline, babycenter.co.uk Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

How she feels as a new mom Q: Which of the following words do you use to describe yourself / do advertisers portray you? (global survey data)

Moms Brand portrayal

+134%

+86%

+208%

+105%

26% 60%

14% 43%

42% 21%

56% 30%

Beautiful

Fit

Anxious

Emotional

Adverts for baby milk irritate me. There’s no screaming or crying at bottle time. That is not a realistic example of when a baby is starving hungry. – Natasha, babycenter.co.uk Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

Life-stage deepens the disconnect

% that agree advertisers portray them realistically (global survey data)

Pregnant

Moms

Gap

19%

15%

-21%

Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

Global comparisons reveal greater gaps in some countries Q: Which of the following words do you use to describe yourself / do advertisers portray you as a mom?


“Anxious”

(among new and expectant moms)

+211%

+79%

+337%

+79%

+114%

56% 18%

30% 14%

34% 19%

35% 8%

34% 19%

Brazil

Canada

India

UK

US

Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

Number of conversations

Spotlight on Brazil Local concerns play an enormous role 20,000

+19%

18,000

vs. March 2015

16,000 14,000

Anxious

12,000

Zika 10,000 8,000 6,000

Over 7,000 conversations about Zika in the last 6 months

4,000 2,000 0 Q1'15

Q2'15

Q3'15

Q4'15

Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

Q1'16

I'm terrified of the Zika virus, and doing research, I learned about other viruses and infections that can harm my baby. – Fernanda, brasil.babycenter.com

Worldwide, brands are portraying moms as beautiful, but they don’t feel that way Q: Which of the following words do you use to describe yourself / do advertisers portray you as a mom?


“Beautiful” (among new and expectant moms)

+177% +66%

+162%

+408% +86%

38% 63%

24% 63%

26% 72%

13% 66%

29% 54%

Brazil

Canada

India

UK

US

Source: Global BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

Spotlight on UK

Moms feel enormous pressure to be perfect 3 in 4 say it’s important to be the “perfect mom” How she describes the “perfect mom”

How she describes herself

Sexy / beautiful

29% 4%

Physically fit & healthy

62% 29%

Source: Global BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. BabyCenter 21st Century Mom® Insights Series, 2015 State of Modern Motherhood Report. © BabyCenter, LLC. Confidential. All rights reserved.

CHAPTER 2

A Brand New

Source: Source: Global BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.

Buying Experience

Motherhood shifts purchasing criteria 85% of moms have changed their purchasing criteria since starting a family

Very much Somewhat

Around the world …

36%

42%

50%

48%

43%

36%

40%

India

UK

US

51%

51%

31% Brazil

Canada


Spotlight on US

The shift happen across multiple categories

Percent of moms who changed criteria

63%

Groceries/Food/Bev

52%

Cleansers/Detergent

48%

Personal Care/Cosmetics

42%

Financial Services

41%

Apparel/Accessories/Shoes

35%

Consumer Electronics

Source: BabyCenter 21st Century Mom ® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015. © BabyCenter, LLC. Confidential. All rights reserved.

Spotlight on US

Moms change their personal care products Katie, 30 L Chicago, USA

Before Pregnancy

During Pregnancy

Source: BabyCenter 21st Century Mom ® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015. © BabyCenter, LLC. Confidential. All rights reserved.

Five Weeks After Baby

6+ Weeks After Baby

The top three priorities are universal

% that consider it somewhat or very important (global survey data)

Quality

Safety

Ease of use

93%

90%

89%


Global nuances do exist for other priorities Q: Thinking of your favorite brands, how important are the following? (somewhat / very important)

Developing countries*

Developed countries*

Everyday low prices

65%

75%

Easy to find in store

80%

69%

Is socially responsible

66%

42%

* Brazil, India, and Middle East * Canada, Germany, UK, and US Source: Global BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

CHAPTER 3

Winning With Moms Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect Between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved. © BabyCenter, LLC. Confidential. All rights reserved.

Around the World

When moms feel good about a brand … (global survey data )

Bridge the disconnect

3 in 5 bring it up in conversation

Moms want to feel seen, heard, and understood

83% make a repeat purchase


How moms moms around the world manifest brand loyality Canada 55% sign up for rewards or newsletters

UK 4 in 10 sign up to receive vouchers or newsletters

US 46% leave an online review

Brazil 4 in 10 follow brands on social media


India 42% text their friends about the product

7 in 10 Embrace the real motherhood She rewards brands that understand her

moms globally say it’s important for a brand to understand what it’s really like to be a mom

(global survey data)

I didn’t know why my baby carrier had this extra layer of fabric but then I realized the baby chews on it and I can just wash the extra layer of fabric without washing the whole thing. – Jiyoung, babycenter.ca Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect Between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

Some global nuances Around the world, moms say it’s important for a brand to understand what it’s really like to be a mom…

80%

78%

72%

68%

60%

Brazil

Canada


India

UK

US

9 in 10 Go mobile to get her attention Moms and mobile are attached at the hip

moms globally own a smartphone

(global survey data - among online respondents)

It's just not convenient to sit in front of the laptop to do what I need to do. I feel like I pay more attention to my kids if I can do something quick on my phone vs. sitting at the laptop and doing it. - Stephanie, babycenter.com

Mom ®

Source: BabyCenter 21st Century Insights Series, Mind the Gap: The Disconnect Between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

Mobile is essential in her life Smartphone ownership/frequent usage (among online respondents)

Brazil

Canada

India

UK

US

2012

25%

94%

+276%

58%

93%

+60%

19%

94%

+395%

72%

90%

+25%

65% 93%

Source: BabyCenter 21st Century Mom® Insights Series, Mind the Gap: The Global Disconnect between Moms and Marketers, April 2016. BabyCenter 21st Century Mom® Insights Series, Global Media Mom Report, 2012. © BabyCenter, LLC. Confidential. All rights reserved.

+43%

2015

Give her tools, not toys

50% of moms globally say brands that show them how to use a product help them feel ready for motherhood

Showing (and telling!) inspires confidence (global survey data)

The first time we used our stroller it took us 30 minutes to collapse it. It would have been helpful if the instructions would have been attached to the stroller. – Jiyoung, babycenter.ca Source: BabyCenter 21st Century Mom ® Insights Series, Mind the Gap: The Disconnect Between Moms and Marketers, April 2016. © BabyCenter, LLC. Confidential. All rights reserved.

Some global comparisons % of moms who want brands to show them how to use a product / have a demo around the world…

62%

60% 50% 44%

40%

Brazil

Canada


India

UK

US

Make online reviews an essential part of your strategy

9 in 10 moms globally agree online product reviews are influential when purchasing children’s products

(global survey data - among online respondents)

Moms are crowdsourcing opinions

It doesn’t matter if I’m buying bottles or clothes or big things like sterilizers, I always read loads of reviews first before I commit to buying. – Chloe, babycenter.ca


Parent recommendations and expert reviews carry weight Q: What can brands / manufacturers of products do to help first-time new moms feel more ready and prepared? Feature expert reviews Feature mom reviews

69%

67% 55%

53%

52%

52% 43%

30%

20%

19%

Brazil

Canada


India

UK

US

For more information, contact: [email protected]

(US)

[email protected]

(Canada)

[email protected]

(UK & Other Markets)
