BabyCenter 2016 Global 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.
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.
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.
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 its all airbrushed it doesnt make you want
to buy the makeup. Nobody wants to see perfection. Caroline, babycenter.co.uk
between Moms and Marketers, April 2016.
How she feels as a new mom

describe yourself / do advertisers portray you?
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. Theres no screaming or crying at bottle time. That is not a
realistic example of when a baby is starving hungry. Natasha, babycenter.co.uk
Life-stage deepens the disconnect
% that agree advertisers portray them realistically

Pregnant
Moms
Gap
19%
15%
-21%
Global comparisons reveal greater gaps

in some countries
describe yourself / do advertisers portray you
as a mom?
Moms
Brand portrayal
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
The Disconnect between Moms and Marketers, April 2016.
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
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 dont feel that way
Q: Which of the following words do you use to describe
yourself / do advertisers portray you as a mom?
Moms
Brand portrayal
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:
Spotlight on UK
Moms feel enormous pressure to be perfect

3 in 4 say its 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.
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.
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.
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.
Five Weeks
After Baby
6+ Weeks
After Baby
The top three priorities are universal
% that consider it somewhat or very important

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
CHAPTER 3
Winning
With Moms
The
Disconnect Between Moms and Marketers, April 2016.
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 its important

for a brand to understand what
its really like to be a mom
I didnt 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
Some global nuances

Around the world, moms say its important for a brand
to understand what its 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:
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.
+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
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
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
childrens products
(global survey data - among online respondents)
Moms are crowdsourcing opinions
It doesnt matter if Im 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:

solutions@babycenter.com
(US)
ca.bcsolutions@babycenter.com
(Canada)
bcsolutions@babycentre.co.uk
(UK & Other Markets)

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BabyCenter, LLC. Confidential. All rights reserved.

Mind the Gap

BabyCenter, LLC. Confidential. All rights reserved.

BabyCenter around the world

Reaching 45MM moms online globally

Middle East (n=525)

Perception vs. Reality

How she feels during pregnancy

How she feels as a new mom

Life-stage deepens the disconnect

% that agree advertisers portray them realistically

Global comparisons reveal greater gaps

(among new and expectant moms)

vs. March 2015

I'm terrified of the Zika virus, and

Worldwide, brands are portraying moms

Moms feel enormous pressure to be perfect

Motherhood shifts purchasing criteria

Around the world

The shift happen across multiple categories

Moms change their personal care products

The top three priorities are universal

% that consider it somewhat or very important

Global nuances do exist for other priorities

Everyday low prices

Easy to find in store

* Brazil, India, and Middle East

When moms feel good about

Moms want to feel

How moms moms around the world

moms globally say its important

(global survey data)

I didnt know why my baby carrier had

Some global nuances

moms globally own a

(global survey data - among online respondents)

It's just not convenient to sit in front

Source: BabyCenter 21st Century

Mobile is essential in her life

Give her tools,

Showing (and telling!)

The first time we used our stroller it

Some global comparisons

(global survey data - among online respondents)

Moms are crowdsourcing opinions

It doesnt matter if Im buying bottles or

Parent recommendations and expert

For more information, contact:

(UK & Other Markets)

BabyCenter, LLC. Confidential. All rights reserved.

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