real mums R e a c h i n g t o d a y ’ s o n l i n e m u m s First for celebs The web provides 51% of online mums with their gossip fix Hot shopping tips 62% regularly shop online for the household 30% shop for themselves Pamper time Your guide to what’s on 63% of online mums watch video clips online for entertainment “I’ll open a bottle of wine, paint my toenails and go online” PLUS:: how the web is transforming mums’ lives for the better keeping tabs on mum When Microsoft Advertising first surveyed the UK’s online mums, back in 2008, we found the web was vital for organising finances and doing the shopping, and provided important reassurance on health and advice for first-time mothers. Talking to online mums again in 2010, it’s clear that the web still does all those things – but has become far more ingrained within their everyday lives. For today’s online mums, the Internet is a vital emotional support too: 74% rely on email to stay in touch with close friends l 56% catch up on their favourite TV shows online l Mums make the most of precious me-time by heading online l 62% catch up with friends on social networks l 47% play online games l 30% shop online for themselves l Ultimately, online mums love the web for its convenience. And with the web featuring so prominently in their everyday lives, advertisers have an opportunity to forge real emotional connections with mums through advertising that is relevant, trustworthy and offers clear benefits to them. Real Mums used both quantitative and qualitative research. We conducted an online survey with 731 mums and a series of focus groups to tech savvy and mainstream groups, plus family sessions in Nottingham, Manchester and London. We included a mixture of online mums (defined as regular users of the Internet) with younger, middle and older kids; working mums (full-time and part-time); and stay-at-home mums. Groups undertook tasks, kept media diaries, online blogs and participated in a forum. 02 contents 4 a day in the life Mums’ days are spent juggling the needs of offspring, partners, chores and work. The web plays a key role throughout, whether helping to manage family life, providing personal fulfilment and entertainment, or enabling communication with friends and family. 6 windows shopping 8 entertainment 9 10 Online shopping isn’t just for the family – for many mums it also provides personal expression, escapism and me-time, rolled into one. Today’s online mums are bargain hunters too, with 64% reading consumer reviews and 48% using price comparison websites*. The web offers a chance to catch up on missed TV shows, relax with a game or escape into the world of celebrity. 63% of online mums watch video clips online and 51% turn to the web for their fix of celeb gossip. keeping in touch It’s not just about keeping in touch with friends – it’s about keeping in touch with themselves: 94% turn to email over texting or calling – and just under half of online mums use Instant Messenger. reaching online mums Modern mums want clear, relevant messaging with an obvious emotional and financial benefit. Find out how to target them online. *Source: TGI GB, Q1 2010 03 a day in the life of AN ONLINE mum Whatever the time of day, the web is on hand to help mums juggle work, family and life’s everyday demands 9am 62% of mums online In-between dropping kids at school and doing chores, mums tend to use this as their time to get organised: buying groceries or managing the family’s finances online. 12:30pm The baby diaries Mums’ lives change as their children grow; whether they are nursing new babies or packing kids off to school, the web is a key support 55% of mums online For working mums, lunchtime provides a chance to contact friends online or indulge in some me-time by catching up on the latest celeb gossip online. pre-school mums: Email and social networks keep them in touch with friends and play a big role in sharing pictures of growing families. Forums are a popular destination for mums looking for support. mums with school-age kids: A hectic daily routine sees mums turning to the web for practical help: planning and organising finances and family days out. As their kids get older, mums spend less time on social networks and forums. 8pm 64% of mums online With the kids in bed, the evening provides an opportunity to indulge in some me-time. Many mums choose to relax by sending emails to friends and watching video clips online. 5:30pm 58% of mums online It’s time to prepare dinner, help with homework and get the kids ready for bed. The web provides a valuable resource for mums in helping them find information and inspiration (like what to cook for that evening’s dinner). 04 working mums: With little me-time, working mums are big fans of social networking for staying in touch with friends and family. The downside of spending less time with their kids – especially older children – is they worry most about them using the web. 05 windows shopping “There is so much to look at online, I prefer it than going out shopping, you can see so much more online” Shopping online saves time and money, and is far more relaxing than dragging the kids around stores 70% receive online newsletters on the products they are interested in l 15% send emails about their purchases l 9% chat about them using Instant Messenger Savvy shoppers Mums like a bargain even more now and aren’t afraid to search around to make their online spending go further: 64% read consumer reviews Over 55% use money-off coupons* l 48% use a price comparison website before spending* l 42% check online for vouchers they can use l l The daily grind The Internet has made it quicker and easier for online mums to do many everyday tasks: l l Online mums will champion their favourite brands and products online: l 62% of online mums regularly shop on the web for their household and 30% for themselves. As Internet shopping has moved into the mainstream, their fears about the security of buying online has been overtaken by its convenience. At the same time, mums have become more savvy: using price comparison sites and seeking out online discount vouchers. l Retail therapy Splashing out 66% buy things for baby 61% do the groceries online 51% buy household items The web is the perfect place to plan an escape, whether the summer family holiday or a special outing: 84% buy DVDs, books and games l 67% buy travel online l 63% purchase tickets l Mother’s big helper Me-time matters The Internet is on hand when mums need to organise family life and days out: Online mums head to the web during their precious me-time: 67% look for maps and directions 63% regularly manage family finances using the web l 47% refer to the Internet before making a purchase* l 25% get information on places to visit When treating themselves online, 82% buy clothes and 52% buy health and beauty products l 36% buy their jewellery online l 30% of mums shop online for themselves l l l “Shopping online is time for me, I shop for everything I want like clothes, holidays, things I really can’t afford, like million pound houses!” * Source: TGI GB, Q1 2010 06 07 let me entertain you keeping in touch The web is becoming more important than offline media in providing entertainment for some mums, as it’s quick, convenient and freely available “I try not to read all the gossip when I log in, but I can’t help it, especially when there are pictures of celebrities on there. Before I know it 20 minutes has gone by, and I haven’t even read my emails!” “My son showed me how to use Farmville. He wanted me as a neighbour and now I’m hooked” It’s not just friends and family that online mums keep in touch with through the web – it’s their own sense of identity Online communication preserves contact with a life outside of family concerns, as well as providing a channel for much-needed advice and reassurance. For many mums, it also offers a form of escapism and allows them to have fun with friends. Social networks “It keeps me feeling like I am involved” 76% of online mums have tried social networking, with 49% using them regularly l 24% reject them, mainly due to privacy concerns l Of those that use social networks, 64% use them to communicate with their pals and 54% have looked up old friends l Email 94% of online mums use email l It’s the No 1 way to share photos l After text, email is the dominant digital tool for 74% of mums when contacting close friends l “I heard on the news when it was snowing that policemen were told off for sledging on their shields, so I went on YouTube to have a look” Private viewing 63% of online mums watch video clips online, using it to create an entertainment schedule that fits around their lives. 56% stay in touch with their favourite shows through catch-up TV. 08 “It is easier sometimes to send an email then call someone, everyone is so busy, and I rarely get a chance anymore to have a long chat on the phone with friends” Messenger Web watercooler 51% of online mums can’t resist reading celeb gossip online. The web is also providing more of mums’ lifestyle content, with 38% visiting women’s lifestyle sites. “When I log into my PC Instant Messenger just pops up and my friends are there and they ask what I’m up to and if I’m going out” Game time Casual gaming relieves boredom and keeps the mind fresh. 53% play online games on their PC, while 30% choose the mobile for their gaming fix. 45% of online mums use Instant Messenger l 33% use it to stay in touch with close friends l Smartphones “I use my phone for everything, I even go online, it helps me to have contact with everyone, and I can check my emails when I am out too” Online mums are leaping on smartphones as a means of staying in touch – through email as well as text and phone calls l 25% of online mums own a smartphone l 17% of them go online via their mobile phone on a daily basis; up from 2% in 2008 l 09 reaching online mums Microsoft Advertising is No 1 for reaching online mums* * display only Mums’ time online is purposeful, so they want advertising to be relevant, targeted and offer clear benefits to them BROAD targeting “Ads on Hotmail are clever, if I have been on ASOS looking at a dress it will bring that up as an ad on Hotmail and I will be thinking I must buy that” Mums like to be rewarded Online mums are most motivated by vouchers, email communications and competitions, with over 55% of mums using money-off coupons*. Fansites or brand pages on social networks offer less appeal, although offering free samples or special offers could help to increase a brand’s attractiveness. Creative and innovative ads inspire mums With little time to spare, online mums are drawn to ads that stand out – whether it’s an eye-catching design, catchy tune or sheer creativity. They’re not prepared to hang about either – if a mum likes an ad, she wants to be able to interact with it or click to make a purchase straightaway. 2.6 million mums visit Microsoft Advertising daily and 6 million a month Trust is important Mums are time poor Online mums are very loyal to those brands they trust, so are more likely to respond to advertising messages from their favoured brands, especially when there’s a clear connection between its online and offline messaging and reputation. Hectic mums need to multi-task – and they pick out technology to help them do so: 72% watch TV at the same time as going online and 46% have wireless web access at home – to make it easier to do so. 10 Microsoft Advertising has a 93% reach of mums l channel targeting Reach 69% of mums on MSN and talk to them in a contextual environment Precision targeting * Source: TGI GB, Q1 2010 Mums on Microsoft Advertising l Reach 74% of mums whilst they are in communication mode on Hotmail and Instant Messenger Online mums spend 2.4 billion minutes on Microsoft Advertising a month l Nearly all Microsoft Advertising channels index higher for mums than the Internet average Talk to specific types of mums with 88% reach across the network using our precision targeting capability Re-messaging Continue the communications with mums by sequential messaging l Source: comScore, July 2010 Source: comScore, July 2010, Females 15+ with children 11 For more details on online mums and how to reach them through Microsoft Advertising, visit www.reachingmums.co.uk The five-point plan for engaging online mums: 1 2 3 4 5 Message needs to be clear and simple Price/offer focus can help prompt action Emotional and financial rewards are both valid motivators Precision target for maximum effect Use Microsoft Advertising to reach the No 1 mums audience online