How the internet is transforming the life of Modern UK Mums'

1
How the internet is transforming the life of
Modern UK Mums.
2
The majority of UK Mums with access are online
several times per week or daily
I have access but never use it
Once per month or more
Once per week
Several times per week
About once per day
Several times per day
Source Forrester European Consumer
Technographics 2009
3
And a quarter of their weekly media time is spent
online
Source Forrester European Consumer
Technographics 2009
4
But media spend patterns for FMCG remain
mismatched to this new media life of modern Mums
Share of Media Spend
Share of Mums Media Time
Source Forrester European Consumer
Technographics 2009 Spend data from Nielsen Media
Research, Full Year 2008, Base All media types
including those listed plus cinema, outdoor,
direct mail. FMCG defined as Food and Beverage,
Pharmaceutical and Household Stores
5
Whats so special about online then?
6
Mums are the most likely group to admit that they
struggle to find balance in their lives
Source Yahoo! Research March 2009 Sample 2544
7
And the most likely to feel negative emotions as
a result
How does not being able to manage a balanced
lifestyle make you feel?
Source Yahoo! Research March 2009 Sample 854
8
For Mums, the internet offers something no other
media can - help regaining this balance
Used by 1 in 5 mums
The toolkit available to Mums online is vast and
constantly evolving. They are engaged with a
range of content and services online- some to
help manage their family life, and some to help
them rediscover me time and catch up with
friends they are too busy to see regularly. Some
are for fun, and some are invaluable in saving
them time and providing them with instant access
to information they need.
Source Comscore May 2009
9
And they find that it works rather well
53 35
of the mums surveyed agree that this balance and
life management has improved since going online.
would even say that the internet has allowed me
to take control of my life
Source Yahoo! Research March 2009 Sample 584
10
So what are they actually doing online?
11
The internet quickly became the 1 source of
information for mums over newspapers and TV
Rely on TV for information
Internet first port of call for information
Rely on newspapers for information
In 2002, only 26 of online Mums cited the
internet as their first port of call for
information, an increase of 150 over 6 years.
Source TGI GB Q2 2009, all online
adults Filtered to include Q4 2008 data only
12
They are engaged in all sorts of activities
of Mums who do this Index vs All Online Adults
Source TGI GB, Q2 2009 Release Fieldwork January
- December 2008
13
But behaviour skews quite different to the
general online population
Growing Trends in 2008 Between Q1 and Q4, the
number of Mums on social networking sites
increased by 65 and they now over-index. The
number of Mums who use the internet to work from
home steadily increased from 16 to 20, ahead of
average growth, suggesting that the internet is
beginning to empower them to better manage their
home and professional life balance. The number
of Mums watching TV online doubled to 12 between
Q1 and Q4, although uptake remains slower than
average.

• Mums are more likely to
• Make plans for the family - check out the
  weather, local event guides, cinema listings.
• Research health information
• Bank online or research personal finance
• Use online auctions
• And less likely to
• Download or stream music and video
• Produce their own blog or website
• Participate in online gaming or virtual worlds

Source TGI GB, Q2 2009 Release Fieldwork January
- December 2008
14
The life management tools offered by the internet
have transformed Mums routines
who do online or on mobile who use the same
method as 15yrs ago Not exclusively - Respondents
were able to select both.
64 of mums surveyed feel more in control of
their lives when they can use the internet to
complete daily tasks, rather than doing
everything offline. As well as more control, 52
have more time to do as they please!
Source Yahoo! Research March 2009 Sample 219
15
The day to day impact is substantial
By using the internet to achieve balance, you
have more time for
What suffers most when balance cant be achieved
1 in 4 Mums claim to organise 50 or more of
their life online, with 90 feeling more
empowered as a result
Source Yahoo! Research March 2009 Sample 584
16
Research can hardly keep up with the growth of
social networking activity amongst online Mums
Yahoo! Research, March 2009 52 of Mums claim to
use social networking sites on a regular basis,
and are the most likely demographic to do so.
Surge in of mums using social networking sites
through 2008, TGI GB
In Q1, social networking indexed below average at
92 for Mums. Growth through the year has been
above average- by Q4 Mums were slightly
over-indexing.
Source Yahoo! Research March 2009 Sample 3,398
Source TGI GB, Q2 2009 Release Fieldwork January
- December 2008 Base All online Adults
17
As well as being the most likely to use them,
Mums report the most consistent engagement and
reliance on SN sites
Source Yahoo! Research March 2009 Sample 1,502
18
Mums are empowered socially in the same way as in
their life management, by gaining flexibility and
on demand access to the people they care about

• 22 of Mums are full time home-makers, rising to
  31 for Mums with children under 5. With hectic
  and unpredictable schedules, social networking
  sites offer an opportunity to make contact with
  support networks and be sociable in her own time,
  on her own terms.
• 72 of mums surveyed by Yahoo! would feel
  socially cut off if they lost their access to
  online communications.
• For 13 of mums surveyed by Yahoo!, social
  networking sites are the single most important
  thing they do online, even above e-mail, and 12
  would now feel lost without it.

Source TGI GB Q2 2009 Yahoo! Research March
2009 Sample 316
19
While Facebook dominates, Mums also embrace sites
which allow them to focus on motherhood with
those who understand
Research by BabyCenter in the USA shows that Mums
have very different uses for these social
outlets, and that they can form incredibly strong
bonds with one another on these sites, even if
they have not met in person, due to their hunger
for information and shared experience of new
motherhood. In contrast, Facebook is used to
maintain old friendships and family ties- 71 of
the women surveyed would not share the same
information there as they would on the specific
motherhood sites that they frequent.
Source BabyCenter Research as reported in
Mediaweek.com, June 25 2009 http//www.mediaweek.c
om/mw/content_display/news/digital-downloads/metri
cs/e3ied6fab8616f8c1a18312cd205d6ec0e6?pn1
20
With all of this on offer, the internet is moving
into the leisure space
Mintel report a shift in the UKs relationship
with the internet post-credit crunch, suggesting
that it has become a destination and leisure
activity in itself. 65 of mums say they use the
internet for inspiration as well as
information. 23 of mums prefer surfing the
internet to watching TV.
Source Mintel Research 2009 Source TGI GB, Q2
2009 Release Fieldwork January - December 2008
21
So when do they do all this, and how much time do
they spend?
22
Mums Internet usage rises steadily during the
day, dips for the school run, and peaks in the
evening
Source TGI Europa GB February 2009
23
Mums who do not work outside the home are able to
browse mid-day, but remain equally likely go
online in the evening too
Source TGI Europa GB February 2009
24
One to watch - Mums reliance on online is
fuelling an interest in mobile internet usage
Weekly Usage of Mobile Internet Services All
Online UK Women Online Mums
Source Forrester European Consumer
Technographics 2009
25
To quantify

• The average UK Mum clocks up over 26 hours of
  time online per month
• She uses the internet 17.4 days out of every
  month, broken into about 3 sessions per day.
• In total she will look at 2,200 pages of
  internet content over the month.
• In this time she will be exposed to 1,560
  advertising messages.

Source Comscore Media Metrix and Ad Metrix May
2009
26
Where does advertising fit in?
27
Mums have an increased appetite for advertising
Their interest in advertising and passion for
online is probably why they are 38 more likely
than average to claim to notice ads on the
internet.
They are 33 more likely to generally like
advertising increasing to 73 more likely for
full time mums with babies and toddlers, who are
hungry for information and advice on all the new
FMCG products they need but have often had had no
relationship with before.
Source TGI GB, Q2 2009 Release Fieldwork October
- December 2008 Base All online Adults
28
And online provides the ideal space for relevant
brands to engage them when they are already
looking
and Mums are listening! Those with children
under 5 are 32 more likely to admit they are
influenced by comments and reviews online.
54 of Mums research their purchases online. If
you arent talking about your brand, someone
probably is
Source TGI GB, Q2 2009 Release Fieldwork October
- December 2008 Base All online Adults
29
Summary
30
Summary

• Life balance is a constant challenge for mums and
  the internet is a place they can go to for help.
• While time spent online is substantial, it is
  perceived by many to save them time in the long
  run - time they would have had to spend running
  errands and waiting in queues.

Relevant social media has taken life management
and empowerment to a new level. In the case of
newer mums, this has proven valuable in making
new connections to help with their changing
lifestyle.
In this life stage, appetite for advertising
increases as so many consumer decisions need to
be made, and it is essential to get it right for
her family. Mums are looking for help in making
these decisions - and they are now doing it
online, creating exciting new opportunities for
forward thinking brands to engage with them.
31
The End ?