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March 2011:
This year has been shaping up as a social media investment turning point. Brands SO get it. Recent buzz has centered on brands’ desire to be on a new page: to earn their media story, often via influencers, and definitely via social media platforms rather than just buying impressions with TV and digital advertising. Brands have been challenging themselves and brimming with plans to create more consumer engagement and delight. As a result, brands report plans for 2011 feature a doubling of investment in social media. To capture the fast moving river of brand happenings, particularly as it sweeps up in its eddy Mom, women and dad consumers, we have started an insights blog with weekly social media snippets. Stay up with the latest of the week along with our team’s contextual insights.
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 omnibus below feature how Moms feel about this app deluge, and how much of it centers on their kids.
Smartphones exponentially on the rise for connected Moms
Using smartphones proves 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.
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, and another 50% using it sometimes.
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.
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 the survey Moms expressed interest in serving on an app testing panel, so we’ve formed one to generate feedback and recommendations when it comes to new apps. We’ve also segmented the panel based on the type of smartphone they use, along with whether they have an iPad or iPod Touch.
Please add that! Supplements trending among Moms for themselves and their kids
From cooking “kid-friendly” options to missing meals all together, Moms believe that their and their children’s diets lack the nutritional value they need. To make up for the deficiency, where do Moms turn and what do they deem worthy enough to influence there purchasing decisions? Below we share their thoughts about everything from caffeine to probiotics, protein to fiber, and everything else Moms seek for their health.
Pass the caffeine: A generation of caffeinated Moms
Most Moms turn to caffeinated beverages to get through their busy days (84%), with 66% having more than one cup a day. The most popular proves coffee with 63% drinking at least one cup a day, 50% drinking caffeinated soda, and 36% preferring a tea or iced tea at least once a day.
Distrusting their diets: Moms turn to multivitamins as a must-use supplement base
86% of Moms turn to multivitamins as a “one stop shop” to provide nutrition they 
fear to be lacking in their regular diets (79% taking one daily and another 9% weekly).
Supplements come next: specialized vitamins, Calcium, Fiber and Fish Oil top the list
Most Moms do not stop at multivitamins, adding other supplements to their daily and weekly routines as well.
- Specialized vitamins such as Vitamin C or D prove most popular, with 59% of Mom taking vitamins at least weekly (and 49% on a daily basis).
- Fiber comes in next: with 55% of Moms supplementing their diets with it weekly.
- A close third: 53% of Moms take Calcium on at least a weekly basis (44% daily).
New kids on the block and on the rise: Omega-3 and Probiotics
- Omega-3 and Probiotics grow in popularity with 33% and 28% respectively of Moms seeking them out at least weekly.
For kids: multivitamins, along with Vitamin C and D boosters:
94% of Moms give kids multivitamins at least weekly, but most on a daily basis. In addition, 26% of Moms turn to specialized vitamins, while 21% give their kids Probiotics at least once a week. After these, the most popular weekly supplements emerged as Calcium (18%), Fish Oil (15%), and Omega-3 (15%).
Trying to combat a cold or flu?
94% of Moms surveyed turn to Vitamin C; 55% to Zinc, 46% to Echinacea and 40% to Vitamin E.
The numbers look similar when Moms try to help their kids feel better: 93% rely on Vitamin C, while 38% turn to Zinc, 30% rely on Echinacea and 25% on Vitamin E.
Absolutely add in extra nutrients with my milk, OJ, bread, cereal and pasta
The vast majority of Moms are more likely to buy milk (97%), OJ (97%), bread (98%), cereal (98%) and pasta (97%) if these items are enriched with nutrients. Exception: Eggs! Added nutrients to eggs are likely to have no impact on a purchase decision.
So what do Moms ultimately want when it comes to enriched foods?
When food shopping for their family, 95% of Moms say they always or sometimes buy food enriched with whole grain. In addition, Moms seek out foods enriched with calcium (89%) and fiber (87%), extra vitamins (88%), and extra protein (78%).
Social Media Snippets
Each week on our Insights blog we curate the most intriguing happenings within the social media marketing sphere, as well as the latest when it comes to marketing to Moms, women and dads.
Here are some of our recent favorites:
When it comes to engaging consumers, mere "satisfaction" no longer sells. These days it's about creating authentic brand experiences that delight and surprise: Brand Keys: Loyalty Now Hinges On 'Delight'
Measurement in the age of digital and with the rise of social media has generated passionate discussion and little agreement or clarity. Will marketers and CMO's turn to more traditional metrics to highlight Social Media ROI in 2011? Marketers Optimistic About Finding Social Media ROI
Much discussion has centered over reach versus building genuine relationships - especially on platforms such as Facebook and Twitter where counting “likes” and “messages” or “follows” and “tweets” earn primary scoring by brand teams. Turns out, consumers don’t get that special feeling via these platforms, and seek other mediums for a true sense of connection. Facebook, Twitter Don't Make Customers Feel Valued
Intriguing loyalty study: in stark contrast to the lifelong brand loyalties spawned in the past, only 3% of consumers remain steadfastly loyal to a particular brand and "never buy anything else." No surprise to Gen X-ers – who consider ourselves to be independent thinkers, not sentimental consumers: Study: Gens X, Y Rely On Research, Less On Loyalty
Will 2011 be a watershed year for social media, as it becomes the new staple of marketing programs? Everyone has a take, from those forecasting backlash to those comparing social media to a new strand of marketing DNA. Brands Must Use Social Media Strategically
Convincing CFO’s and Financial Directors of pay out on a social media spend proves more elusive than most thought. Show Me the Money – the ROI of Social Media
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, and in the meantime come see our weekly insights at our blog.
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