SOURCE: BabyCenter

September 22, 2011 06:00 ET

BabyCentre's "2011 21st Century Mum Report" Reveals Insights Into the Behaviours and Attitudes of Today's Mum

Study Finds That Over 7.4 Hours of Parenting Are Added to a Mum's Day When a Child Is Born, Decreasing Overall Daily Media Consumption by 2.4 Hours

LONDON--(Marketwire - Sep 22, 2011) - BabyCenter, LLC, the leading online global resource for expectant and new mothers, announced today at the ad:tech London event the results of their "2011 21st Century Mum Report," a vivid portrait of modern motherhood. BabyCentre reaches over 2 million mums each month in the UK and is the largest mum community: BabyCentre reaches 85% of new and expectant UK mums. The BabyCentre study explores how becoming a mother is a transformative moment, changing a woman's purchasing criteria and all the brands she buys. This journey into motherhood drives profound change in her media consumption, and accelerates adoption and usage of social and mobile platforms. For marketers, this creates new opportunities to reach and engage the UK mum and forge relationships that can last a lifetime.

Motherhood Changes Everything
Pregnancy and parenthood trigger an ongoing series of purchases across categories, including home renovations, digital cameras, travel, and appliances. UK mums are buying for baby, for themselves, and for their entire household. UK mums are 47% more likely to buy a digital camcorder in the first six months of motherhood than before this time and 196% more likely to transact financial products in the latter half of the first year of the child's life.

"To effectively reach today's mum, it's important to understand how she lives and manages her life," said Mike Fogarty, Global Publisher, BabyCenter. "She's empowered by mobile technology, increasingly engaged in social media, and accomplishing more with less time. Marketing to her is complex, but brands that learn when and how to best reach her throughout her day can create real value for her. For mums, that drives choice -- and loyalty."

Today's mum is a multi-tasker. Becoming a mum adds 7.4 hours of parenting duties to her day, which results in a 2.4 hour decline in her media consumption per day. With new time constraints, mums need quicker always-on solutions and the internet far better serves her needs. Mums report a 45% increase in internet usage after becoming a mum, but a 55% decline in magazine usage. Usage of digital video recorders jumps after baby is born, with 34% of mums reporting they are more likely to skip ads.

The Many Faces of the 2011 21st Century Digital Mum: Insights into her behaviour and habits

  • Social Mum: Social media is mass media. 48% use it specifically for word-of-mouth recommendations on brands and products. 63% of mums have less in common with their non-mum friends. Motherhood creates new social circles which change how a mum interacts with different types of social media. UK mums use content-rich mum-centric community environments to get information and advice from other mums going through the same experiences at that given time. 53% of mums share information on BabyCentre that they wouldn't on Facebook. And, advice isn't the only thing that a mum likes to share: 52% of mums tell others about deals they've found by posting discount codes online.
  • Media Mum: Her media consumption has evolved. When a woman becomes a mum, marketers lose 2.4 hours of available media time to engage with her per day. Her focus changes from entertainment to getting answers. The Internet serves the needs of mum better than any other form of media. 48% even say their time online is often the most peaceful part of their day.
  • Mobile Mum: The device that helps mum get through the day. The smart phone is a lifeline to communicate, share, find information, and take a break. 36% purchased a smart phone after they became a mum. More than 50% of mums own a smart phone; 28% have a BlackBerry and 39% have an iPhone. Prior to becoming a mum, text messaging, voice calling, and the clock/alarm were the most important features on their smart phones. Once a baby has arrived, camera, video camera, and calendar functionality top the list. The mobile phone helps mum stay connected and social: 46% said they love their smart phone, and 1 in 5 say they're addicted to them. Mums respond to mobile ads: 38% have taken an action after seeing an ad on their smart phone.

The findings in the "2011 21st Century Mum Report" are the result of in-depth surveys conducted among over 1,800 pregnant women and mums visiting BabyCentre's UK site as well analysis based on Omniture monthly unique visitors for August 2011, and ABC audit data.

About BabyCentre UK
BabyCentre is the UK's number one pregnancy and parenting website. Every month, over two million parents and parents-to-be visit us for helpful information, expert advice, and friendly support.

About BabyCenter®
BabyCenter® is the Web's #1 global interactive parenting brand, reaching 78 percent of new and expecting moms online in the United States and 25 million parents monthly across 22 markets worldwide. BabyCenter, LLC, operates, the largest online resource for expectant and new parents around the world, and has nurtured more than 240 million parents since its launch in 1997. BabyCenter® is available on the Internet in eight languages and has mobile applications available in English and Spanish. BabyCenter, LLC, is based in San Francisco, California, and is a member of the Johnson & Johnson family of companies.

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