Mom study 2012 final 8.2.12
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BlogHer 1 1
eMoms 2012:
A BlogHer, Inc.
Study Photo credit: Blog: Whatever: Meg Duerksen
BlogHer Source: eMoms 2012, a BlogHer , Inc. study
In July 2012, BlogHer fielded a study about moms, kids, technology usage and social media. The questionnaire was fielded with both the BlogHer Visionaries Panel as well as a general U.S. online population.
Survey fielded to BlogHer Visionaries
Panel
N= 669 Moms 18+
TOTAL Combined Sample of 1,102 moms
Survey fielded in 12 U.S. markets
including N.Y., Boston, Atlanta,
Chicago, Dallas, Portland, San Diego,
Denver, Seattle, Los Angeles,
Philadelphia, Wash D.C.
N = 433 Moms 18+
BLOGHER SAMPLE TOTAL U.S. ONLINE POP
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BlogHer Source: eMoms 2012, BlogHer Inc.
Key Findings:
Moms are “hyper-connected”, with 99% owning a computer
and 83% owning a smartphone
Toddlers are using their moms’ devices, with more than half of
moms reporting their children under 3 use their laptops
Blogs are the most trusted social media channel for parenting advice and information
Blogs also build more confidence around parenting skills,
than other social media channels
More than half of online moms make decisions for their
families based on blog advice, such as purchasing a food
product (56%) or watching a TV show (54%)
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BlogHer
Moms hand over their tech at increasing rate
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102; 2011 Moms and Tech, N = 1,038
THE AGE KIDS ARE ALLOWED TO OWN THESE DEVICES IS SIGNIFICANTLY HIGHER
Age First Used Device: 3 Years and Under
Smart
Phone
Laptop/
Desktop
Tablet
Digital
Camera Regular
Mobile
Phone
eReader
3% 10% 12%
23% 48% 51%
34% 35% 27% 34% 30%
35%
2011 2012
mp3 Player
21% 24%
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BlogHer
Mom’s tech ownership is high for all devices
Brand Image/Logo
99% 98% 85% 83%
76%
57% 56% 49% 49%
0%
20%
40%
60%
80%
100%
120%
Mom Owns
Smart
Phone
Laptop/
Desktop
Tablet Digital
Camera
Regular
Mobile
Phone
eReader Video
Game
Console
mp3 Player Hand Held
Video
Game
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 5
BlogHer
Smart Phone
Connectivity drives privacy concerns
Level of Concern Top 2 Box (Extremely/Somewhat) concerned
Source: eMoms 2012, a BlogHer Inc. study
Laptop/Desktop
Tablet
Video Game
Console
83%
Regular
Mobile Phone
eReader
Hand Held
Video Game
57%
53%
18%
21%
12%
11%
77%
79%
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
64%
59%
40%
25%
22%
11%
19%
19%
9% 22%
mp3 Player
Digital Camera 6
BlogHer
Q
16%
67%
Moms trust blogs for parenting advice
“Do you trust the parenting information and advice from the following media?”
72%
64%
90%
60%
28%
51%
31% 29%
36%
28% 22%
Blogs
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
18%
Source: eMoms 2012, a BlogHer Inc. study 7
BlogHer
Q
17%
72%
GenX Moms are the most plugged in to seeking parenting advice across social platforms
“Do you trust the parenting information and advice from the following media?”
60% 64%
Blogs
TOTAL U.S. ONLINE POP
18-27 28-45 46-64
64% 66% 62%
28%
36% 34% 34%
27% 25%
37% 33%
38%
23% 17%
23% 16%
13%
Source: eMoms 2012, a BlogHer Inc. study 8
BlogHer 9
eMoms and Mobile
Photo credit: Blog: Jenny On the Spot: Jenny Ingram
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BlogHer
Q
Two-thirds of moms report higher mobile usage
“Are you using mobile phones more or less compared to last year?”
Less
5%
Same
31%
More
64%
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 10
BlogHer
What are moms doing on mobile?
Brand Image/Logo
Top 5 out of 10 Choices
97% 95% 90% 80% 75%
MAKE ACTUAL
PHONE CALLS
SEND TEXT MESSAGES CONNECT WITH
FRIENDS AND FAMILY
CHECK E-MAIL CHECK SOCIAL
NETWORKS
The missed opportunity for mobile is that only 40% are using it for shopping or coupons.
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 11
BlogHer
Q
Two-thirds of moms report higher mobile usage
“Which screen do you depend on the most?”
Rank
Screen
% Depending on it the Most
#1 Mobile Phone 75%
#2 Laptop 63%
#3 Desktop PC 31%
#4 TV 29%
#5 Tablet or iPad 22%
#6 eReader 6%
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 12
BlogHer
eMoms bring Mobile to every room of the house
Mobile is the only device that makes it into the bathroom and kitchen
Source: eMoms 2012, a BlogHer Inc. study; Combined sample, N = 1,102; “What rooms of the house do you
use each of the following tech devices?”
Living Room: • Mobile • Laptop • Tablet
• TV • Desktop • eReader
Office: • Mobile • Laptop • Desktop
Kitchen: • Mobile
Bedroom: • Mobile • Laptop • TV • eReader • Tablet
Bathroom: • Mobile
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BlogHer 14
Social Media:
Driving conversation, confidence
Photo credit: BlogHer ‘11
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BlogHer
The enduring hot-button parenting issues
Brand Image/Logo
Next three most important issues by sample:
Source: BlogHer Mom Study 2012
BlogHer Percent
Breastfeeding 52%
Spanking 44%
School issues 42%
Gen Pop Percent
School issues 62%
Spanking 60%
Bed time issues 43%
#1 issue with 65% of both samples: Working Moms vs. Stay at Home Moms
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BlogHer
BlogHer Moms Heat-Up the Parent Discussions Online
Brand Image/Logo
Source: eMoms 2012, a BlogHer Inc. study; “How do online discussions effect issues; Heat up, Cool Down, Offer
Advice, Offer Diverse Opinions” ; General Online Population, N = 433
Heats it Up Cools it Down Offers Advice Offers Diverse Opinions
Stay at home vs. working moms ✔ ✔
Breast feeding ✔
Spanking
School Issues ✔ ✔
Helicopter Parents ✔
Bedtime issues ✔ Kids gone wild in public ✔
Traditional vs. non-
traditional families ✔
TOTAL U.S. ONLINE POP ✔ = #1 response
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BlogHer
Parenting advice and information from blogs builds the most confidence
Brand Image/Logo
Source: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?”
Blogs
81%
57%
60%
51%
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
41%
19%
26%
18%
15%
12% 13%
27%
5%
9%
What Helps Build Parenting Skills?
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BlogHer
Blogs build the most confidence for moms across all ethnicities
Brand Image/Logo
Source: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?”, Combined
Sample, N = 1102
African American
Asian Latino White
Blogs 57% 85% 67% 74%
Facebook 52% 73% 56% 57%
Twitter 24% 44% 34% 34%
YouTube 30% 38% 27% 15%
Pinterest 15% 31% 21% 24%
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BlogHer
Parenting blog advice leads to action
Source: eMoms 2012, a BlogHer Inc. study
BLOGHER SAMPLE TOTAL U.S. ONLINE POP
Read a book
Forwarded post to friend
Purchased food product
Watched TV show
78% 63%
44% 75%
64%
53% 54%
56%
Purchased toy
50% 45%
Purchased baby product
48% 48%
Actions Based on Mom Blog Recommendations
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BlogHer
Tell us about a time you used parenting advice from a Blog or Social Network
Brand Image/Logo
Source: eMoms 2012, a BlogHer Inc study; “Tell us about a time when you used advice or recommendations from
a parenting blog”
What the Moms said in their own words….
“I looked at other
single moms blogs
for advice on how
they raise their
sons to be happy
and healthy and
strong young men
with good
character”
“I have often
turned to social
media for help
in supporting my
son, who has
ADHD and ASD.
I have used
many different
blogs as a
springboard for
discussions of
specific
behavioral
issues.”
“At a
gathering,
discussing an
issue, referred
to a parenting
blog, gave the
web address,
and talked
about the
perspective”
“I look up
blogs on how
to save
money to
give tips to
other
families”
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