Mom Retail Trends: QR Codes [INFOGRAPHIC]
POSTED BY Stacy DeBroff AT 10:04 AM
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15 posts categorized "Research"
02/24/2012
02/17/2012
Moms and the Rise of Casual Gaming
POSTED BY Stacy DeBroff AT 10:50 AM
For so long, the mere mention of online or video games conjured up images of teens battling for gaming superiority in their family basement or 20-something men creating elaborate role-playing scenarios over the hottest new gaming releases.
But today, the gaming demographic has morphed considerably, with Moms representing the new face of gaming. A new Mom Central survey of 1,200 Moms reveals that approximately 70% of women are casual gamers.
- Moms play computer, online, mobile, and video games by themselves an average of 5 hours a week
- Moms spend an additional 3 hours a week playing computer, video, online, mobile, and video games with their kids
- 52% of Moms play games at home
- 34% of Moms play on gaming consoles such as PlayStation, Xbox 360, etc., by themselves
- 34% of Moms regularly play games on their cell phones
- 29% of Moms turn to games while waiting for kids or in line at a store
The reason for the shift? Increasingly, Moms have discovered that casual games fit easily into their busy lives. Most Moms juggle childcare, household responsibilities, family healthcare duties, work and volunteer obligations, pet care, financial management, care of aging parents, and much more. Because these games can be quickly launched from an app or Facebook, they offer Moms an easy way to unwind and play a fast game while in the midst of a chaotic day – even if it’s a respite of 5 to 15 minutes.
Moms, too, have discovered that their ever-present Smartphones, iPads, laptops, and computers serve as the ideal vehicle for a break in the action with such games as the New Orleans-themed Bayou Blast, the numbers-focused Drop 7, and the interactive word-building game, Words with Friends.
With 56% of Moms playing on gaming consoles with their kids, Moms have also realized an added benefit of casual games – the opportunity to interact with their digital natives in their world. Today, kids appear increasingly ensconced in an electronic cocoon – spending on average 12 hours a week engaged with technology and 8 hours on the weekend. By joining kids in their gaming passions, parents have the opportunity to break through the cocoon and meet kids in the “digital middle.”
Families can also take advantage of the interactivity, speed, and intensity of online games and put a digital twist on traditional board game activities. In years past, families sat down at the kitchen table on a Friday evening for a game of Monopoly, Clue, or Life. Today, families can gather around a gaming console or laptop and play digital versions of board games such as Apples to Apples, Yahtzee, or Risk; activity-oriented games like Wii bowling or Kinect Adventures; and Facebook games like Bayou Blast.
Regardless of if casual games provide a much-needed break for busy Moms or offer up a weekend family activity, look for Moms to continue dominating this category as they reach for their phones, iPads, laptops, and computers.
For more information on Moms and the Rise of Casual Gaming, check out Stacy’s recent appearance on New England Cable News.
Disclosure: GameHouse, the manufacturer of Bayou Blast, is a client of Mom Central Consulting.
01/27/2012
The New Brand-Disloyal Mom
POSTED BY Stacy DeBroff AT 10:31 AM
How a challenging economy, social media, and the new online recommendation culture combine to untether Moms from long-held brand loyalties
Back in the day, Moms played favorites. They raised “Crest Kids,” nurtured “Gerber Babies,” and took care of their “Tide Families.” With a host of brands available, they remained loyal to a select few – ones perhaps their mothers used – and simply moved past the rest in the supermarket aisles.
But no longer.
New Mom Central Consulting research reveals that today’s extended economic crisis, coupled with the rise of social media and the new online recommendation culture, compels Moms to move away from long-held purchasing behaviors. Today, just 50% of Moms consider themselves brand loyalists.
A sluggish economy and stalled recovery have combined to motivate Moms – who make a majority of their family’s purchasing decisions – to shrug off brand loyalties and explore new products, particularly if presented with a financial incentive. For example, 78% of Moms surveyed explain they will gladly switch brands if they have a coupon, and 68% pay attention to brands offering free samples.
In addition, Mom’s rapid embrace of the social media culture plays a significant role in the untethering of brand loyalties. With 9 out of 10 Moms citing Facebook as their “go-to” social media destination and 3 out of 5 Moms engaging with one another on Twitter, social media becomes the new “picket fence,” where Moms connect with one another to hear trusted recommendations and gain first-person perspective.
While we’ve always lived in a “recommendation culture,” social media now allows Moms to easily develop a network of trusted advisors and tap into them for their experiences and insights. As a result, Moms appear more willing than ever to leave brand loyalties behind and try a new product if a trusted friend loves and recommends it. In fact, 65% of Moms surveyed poll their Mom friends when trying a new product to learn about their experience, and 90% trust products more after hearing about them from friends.
But as much as this new brand freedom and flexibility opens Moms to a host of product options, it remains equally unsettling for brand marketers, used to cultivating – and keeping – loyal customers. Brands now must realize that winning over customers proves not a “one and done” effort, but instead an action they need to repeat day in and day out. So what can brands do to win over Mom consumers?
Moms say the traits they most admire in brands center around “honesty,” followed by “affordability” and “transparency.” Moreover, 55% of Moms list “lying,” e.g., making untrue claims, as the worse mistake a brand can make in communicating with Mom consumers.
Ultimately, the Mom marketplace continues to change – with Moms deepening connections with fellow Moms through social media platforms and online conversations that widen their horizons. As we enter a new age of relationship marketing – both Moms and brands – will continue to chart new territory.
01/17/2012
Living Digital at CES: Where Mom Bloggers and Tech Connect
POSTED BY Stacy DeBroff AT 3:31 PM
Last week I spent three days at the vast, sprawling, and ever-intriguing 2012 Consumer Electronics Show in Las Vegas. The big trend spotting for me as I marveled at diverse technology product innovations: how deeply integrated technology will continue to become for today’s digital families. From fridges that have an electronic touchpad built in to tell us everything from the weather to expiration dates on our food to the complete waterproofing of our phones during the manufacturing process to new ways to power-up on the go, stay tuned for more from CES as I’ll post soon on emerging trends in consumer technology.
I took part in a fascinating Mom & Tech panel discussion with several other Mom bloggers, organized by Robin Raskin and Living in Digital Times. While we all had varying Mom perspectives and blogged from different points of view, we all shared insights from our own experiences with technology from a Mom blogger engagement perspective. As I talked about both the power and the challenges involved in blogging about technology, I also shared insights gleaned from some of our recent Mom Central Consulting research surveys, which all looked at the different ways Moms incorporate technology into their busy lives.
I’ve included some of our top research highlights here.
“Hold on a Second, I’m on the Phone!”
- The majority of Moms (51%) have downloaded over 16 apps to their Smartphones.
- Most popular download categories among Moms: social networking (82%), games (80%) and entertainment (79%). For kids: games dominate (73%) with education coming in second at 50% and entertainment at 40%.
- The majority of Moms (59%) consider cost the most important factor in selecting an app. 39% of Moms report typically downloading free applications, while 28% want apps $.99 or less. Only 1% would pay over $5 for an application.
- 74% of Moms let their children regularly play on their phone. Only 17% of Moms say they have downloaded no apps for their kids.
- Win Mom over, and your app becomes her new best Smartphone friend: 47% of Moms reported using their favorite apps at least once a day on average.
On the Go – With Foursquare
- Of those surveyed, 26% of Moms have a Foursquare account.
- In thinking about why they check-in, Moms want:
- Coupons/Discounts/Specials (62%)
- To connect with friends (37%)
- Friends/Family to know where they are (34%)
- In thinking about why they check-in, Moms want:
- Given the options provided, Moms would activate a code if it offered:
- Discounts and coupons (92%)
- Special offers (75%)
- Exclusive content (46%)
New Trends in Health & Wellness
- 75% of the Moms polled will discuss health/medical issues on social networking sites.
- 62% of Moms follow/friend consumer HC and 52% follow/friend wellness companies online.
- To share suggestions and questions about health or medical issues on social media and networking sites, Moms utilize…
- Social networking site like Facebook, MySpace (56%)
- Online discussions, forums, list-serves, or other online group (56%)
- Blogs, such as a mom blog or blog focusing on a specific health issue (48%)
- Websites of any kind, such as a health sites (37%)
TV Trends in the Digital Age
- While Moms' TV viewing habits reflect the digital age (60% watch shows online or via DVRs), the greatest percentage of Moms (64%) still watch their favorite shows live.
- The vast majority (79%) of Moms indicated interest in interacting with show producers, actors, hosts, or other fans online.
- 30% of Moms report that they post on Facebook, Twitter, and other social networking sites while they watch TV.
Moms & Social Media
- Moms don’t view social media sites with a quick-and-done glance while heading out the door for carpool pick-up:
- 54% of Moms check into Facebook all day long and 78% use their Smartphones to check in and update their Twitter and Facebook accounts while on-the-go.
- 9 out of 10 mom prefer Facebook as their “go to” social media destination.
- 4 out of 5 Moms maintain two separate identities on Facebook, private and public.
Connecting With Brands
- 80% ignore targeted ads on their social media networks.
- 10 – the average number of brands Moms following or like on Twitter or Facebook.
- 60% of Moms agree – poorly used Twitter or Facebook accounts negatively impact Mom’s perception of a brand.
10/14/2011
No More “Moms Like Me”
POSTED BY Stacy DeBroff AT 2:10 PM
Gannett just announced that MomsLikeMe, its online community for Moms, would cease operations on Friday, Oct. 14th after three years and 81 localized sites.
Gannett, the media giant that operates USA Today, more than 20 news stations across the country, over 80 newspapers, and a host of other digital and online properties, said on the MomsLikeMe site that “the market has evolved substantially since we launched three years ago and there are many new and different ways for people to connect and engage.” The site went on to say that the decision to shutter MomsLikeMe took place at the corporate level and that the company plans to invest in other “digital initiatives” throughout its organization and plans to launch them in the future.
The closure reflects ongoing trends seen across the marketplace of the challenge in aggregating consumers – particularly busy Moms – into separate online communities far removed from the social media platforms they use on a daily basis. A recent Mom Central Consulting survey showed that 9 out of 10 Moms cite Facebook as their “go-to” destination for connecting with family, friends, and brands. Moreover, 4 out of 5 Moms have two separate identities on Facebook – one public and one private – further demonstrating how completely they rely on the platform to facilitate all of their social media connections.
We’ve also seen that driving Moms to separate websites – whether they focus on brands or communities – represents a thing of the past. Brand marketers have learned that Moms want brands to come to them – to the online neighborhoods where they hang out on such as Twitter, Facebook and blogs. In fact, 56% of Moms agree that brands can most effectively reach them via social media networks or through Mom bloggers.
It now appears that Moms have delivered the same message to traditional media.
09/26/2011
Follow Us on Slideshare!
POSTED BY Stacy DeBroff AT 11:41 AM
Are you following us on Slideshare yet?
If not, you may have missed the new Mom Industry Trend Reports we've posted:
Mom Industry Trend Reports - Supplements and Vitamins
View more presentations from Mom Central Consulting
08/17/2011
How Moms Use Smartphones for Health Information
POSTED BY Stacy DeBroff AT 2:52 PM
Not a day goes by that we do not get asked about social media campaigns for apps, or get a pitch for Mom Central editorial coverage about the latest and greatest apps, so we dedicated a recent Trend Report to the subject of Moms and their apps. eMarketer highlights some of our findings in today's article:
With Mobile Apps, Moms Maintain Role as “Chief Health Officer”
As smartphone-toting moms become more familiar with their devices and application marketplaces, they are discovering and adopting new apps for both entertainment and utility. According to a study of moms who own a smartphone conducted by Mom Central Consulting, 51% percent have downloaded more than 16 apps to their smartphones as of March 2011.
Top app categories included social networking, games, entertainment and the weather. Other popular categories were music, news, lifestyle and health and fitness. Noteworthy for healthcare marketers, roughly half of the moms surveyed by Mom Central reported downloading health- and fitness-related apps.
New research from Women at NBCU complements some of Mom Central’s findings. Its April 2011 study, which looked at how women are adopting digital tools, indicated that women not only say they are more comfortable with technology than they were a year ago but they also are more active than men in mobile areas such as gaming and social networking. When breaking down the female demographic into moms vs nonmoms, the NBCU study showed that moms had more medical-related smartphone applications than nonmoms...
07/28/2011
Moms Ready to Have "The Talk," But Daily Conversations Prove Tougher
POSTED BY Stacy DeBroff AT 10:05 AM
We recently partnered with Bausch + Lomb to understand how Moms feel about having "The Big Talk" with their teen. Our findings? The majority of Moms surveyed feel well-prepared to talk to their teens about tough topics such as drugs, smoking and alcohol but agreed the daily chats about nutrition, make-up or contact lenses prove tougher to navigate:
“The Daily Talk” survey, conducted amongst more than 800 moms in the U.S. with at least one child over the age of 10, showed that 93 percent of moms have already had the “big” conversations with their child about drugs, alcohol and smoking and that 63 percent felt well-prepared to discuss these topics. On the other hand, the survey showed that it’s the day-to-day conversations about issues related to nutrition, use of contact lenses and makeup that were hardest to navigate. Overall, moms felt least prepared to talk to their children about makeup (33%) or to talk with a child who wants to forego glasses for contact lenses (21%).
“We find it interesting that moms feel stymied when it comes to discussing those issues that are more closely linked to a child’s self confidence. Wearing makeup and contact lenses are associated with a child’s desire to look better and not as closely linked to safety as some of the’big talks’. These topics can however, help a child to address issues related to self-confidence and even academic performance,” said Stacy DeBroff, CEO and Founder of Mom Central Consulting. “Speaking with an outside party, such as a doctor can help to provide answers while also giving your child another impartial, but credible source of information.”
For more information about "The Daily Talk" survey please visit Bausch + Lomb's website. For more information about surveying our Mom Community, please contact us via contactus@momcentral.com.
07/08/2011
Moms and Nutrition - Three Emerging Trends
POSTED BY Stacy DeBroff AT 11:50 AM
Last week, we co-presented a Mom webinar with our friends at Cymfony. Analyst Cathy Buena presented "5 Truths About Food and Nutrition," as part of Cymfony's "Moms Research Series."
In our section, we outlined the ongoing strategic trade-offs Moms make to balance their budget constraints while trying to provide healthy and nutritious meals for their family.
We discussed the 3 emerging trends we're seeing in this space:
Budget Conscious and Sticking To It
The economic recession reached the upper and middle classes and left Moms conscious about where and how they spend their money. As these financial shifts impacting Mom’s purchasing behavior will endure post economic recovery, we see a rise in:
Increase in “White Label” Purchases-
- Moms move “off brand” for the basics/staples on grocery list: i.e. pasta, flour, sugar
- But though they might save $$ by buying white label pasta, they’ll splurge for brand- name tomato sauce.
Ubiquitous Couponing-
- No longer used by only lower income brackets
- Everyone now relies on saving $$ with coupons
- “Extreme Couponing” takes it to the Nth degree
And Mom's Shopping “Footprint” Expands-
- More Moms move to:
- Bulk Shopping (i.e. BJ’s, Costco)
- Mass Merchants (i.e. Walmart, Target)
Feeding Our Families Well vs. Cost
From cooking "kid-friendly" options to missing meals all together, Moms believe that their diets and their children's diets lack the nutritional value they need. But with a tight budget, where does Mom best spend her money? Strategic trade-offs allow Moms to sacrifice cost for “better” products in specific categories, such as fresh produce. Again, we see a shift in:
Increase in Category-Specific Organics-
- Concerns about pesticides, fertilizers, and hormones drive Moms to buy organic fruits, vegetables and meats
Best in Class Choices-
- Moms supplement with “Canned vs. Fresh” or “Frozen vs. Fresh” choices. Label Reading – mistrust of “hidden” ingredients drives 99% of Moms to read labels.
Retail Shopping Patterns-
- Whole Foods vs. general food store
- Local sourcing – healthy and sustainable options.
Enriched and Added Nutrients Purchases-
- Which are priorities: For Mom? For Kids
- Whole grains, Omega-3, Probiotics
Time Pressure Trade-Offs
Finally, Moms perceive a constant tension: busy days mean they often need to make meals fast and yet find themselves wanting their time to be better spent. Meal prep changes to accommodate:
Ease of Use of Frozen Food
- Frozen food viewed may be viewed as less healthy than fresher options but still more nutritious than take-out, allowing Mom to reduce her overall prep time.
Rise in “Semi-Homemade”
- Combining pre-packaged ingredients with fresh – less time-dependent than cooking from scratch and alleviates “take-out” guilt.
5-Ingredient Recipe
- Scoffing at complex recipes with extensive ingredient lists, Moms want easy, fast recipes their families will love.
Bottom Line:
In these tough economic times, Moms face new expectations, increasingly tightened budgets and changing values.
03/23/2011
Apps: Moms Can’t Download Just One & Other Trending Insights
POSTED BY Stacy DeBroff AT 5:35 PM
Mom Central Consulting consistently gathers insights and trends based on bi-weekly omnibus surveys with our brand-adventurous Mom Community and through ongoing client campaigns. To capture the fast moving river of brand happenings, we started this blog and created our monthly trend report to help folks like you stay up to date with what's going on in the Mom marketing space.
If you're interested in the type of insights we'll share on a monthly basis, check out our March Report below or sign-up here.
-Enjoy!
Momnibus Research
Bi-monthly insights and emergent trends compiled from our research:
C“app”acity: How Many Apps Can One Mom Handle?
Across the market, we have seen an explosion of apps, with hundreds of thousands of iPhone, smartphone, and iPad apps all vying for the attention of Moms and their kids. Not a day goes by that we do not get asked about social media campaigns for apps, or get a pitch for Mom Central editorial coverage about the latest and greatest apps. Even at Toy Fair this year, many toys and games now come with an interactive app component. From children’s entertainment to branded recipe apps, how can marketers understand trending within Moms’ purchase and usage? Results of our recent omnibus below illuminate how Moms feel about this app deluge, and how much of it centers on their kids.
Smartphones Exponentially on the Rise for Connected Moms
Smartphone use rapidly on the rise among Moms: 47% have only had one for less than a year. Their primary influencing factor when it comes to picking out a smartphone? 43% say functionality, and 28% base their decision on a wireless carrier/phone plan.
Apps: Moms Can’t Download Just One
Turns out the majority (51%) have downloaded over 16 apps to their smartphones. Others prove more hesitant, with 14% downloading 11-15 applications, 19% having downloaded 6-10 apps, and 13% having selected only 1-5.
Online Review Blogs and Websites Prove the Best Source of App Referrals
When it comes to discovering new apps to download or purchase, 33% rely on review blogs or websites. 29% browse mobile app stores, and 22% rely primarily on suggestions from friends. Online resources become even more important when it comes to purchasing apps for their children: with 39% relying on review blogs and websites, 17% relying on friends, and 12% relying on the kids themselves for best suggestions.
“Can I play on your phone, Mom?” Smartphone Apps for Kids
74% of Moms let their children regularly play on their phone, while another 14% do so but only rarely. In terms of downloaded apps: 14% of Moms report that 50% or more of the apps they download are just for their kids, and another 19% report that 25%-50% of all their apps are children-focused. Only 17% of Moms say they have downloaded no apps for their kids.
Popularity: Let Us Entertain You
Most popular download categories among Moms: social networking (82%), games (80%) and entertainment (79%). Close seconds: weather (68%) and music (62%). For kids: games dominate (73%) with education coming in second at 50% and entertainment at 40%.
Cost Means Everything and Free is Best!
The majority of Moms (59%) consider cost the most important factor in selecting an app. Secondly, some Moms (22%) rely most on entertainment value. 39% of Moms report typically downloading free applications, while 28% want apps $.99 or less, and 17% willing to pay $1.99 or less. Only 1% would pay over $5 for an application.
Downloaded, Then Discarded; Moms Toss Apps like Kleenex
For Moms in particular, and women in general, it’s a first touch rule when it comes to technology: if you don’t grab them at the first usage, they walk away never to look back. Of their downloaded apps, 43% of Moms report having 3-5 apps they only used once; 16% say they have used 6-8 apps only once, 19% have tossed 9 or more apps after a one-time use.
Moms Rule the iPad (But Kids Get to Play).
For those Moms whose household has purchased an iPad (17% of respondents), 62% report that they use the iPad the most, while 15% say it’s their children, and 19% say their significant other has been the primary user.
(Photo courtesy of Apple Headlines)
Mobile Coupons: Moms Say Bring Them On!
43% of Moms have used a coupon from their smartphones, and we expect to see this rise dramatically over the next year.
Now What?
Mom Central Consulting Mom App Testing Panel
When asked, 97% of Moms surveyed expressed interest in serving on an app testing panel, so we formed one to generate feedback and recommendations when it comes to new apps. We also segmented the panel based on the type of smartphone they use, along with whether they have an iPad or iPod Touch.
If you're interested in learning more about engaging the Mom App Panel, please email Tracey Hope-Ross, VP of Consumer Insights at tracey@momcentral.com
We’re bringing back our 5Q’s Interview Series:
The goal of the 5Q’s series is simply to illuminate and share social media insights from various perspectives. We send 15 questions to you and ask that you pick five to answer via an email response, in an informal, loose, fun “email” interview. Each interview will be highlighted in this Trend Report, read by hundred’s of CEO’s, CMO’s and Brand Managers. If you’re interested in being part of the 5Q’s Interview Series, please send an email to tracey@momcentral.com and let us know.
Stay tuned for next month’s Trend Report!