one million mothers

One million mothersClo Willaerts, 22 October 2009

212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts

312.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts

Operating Countries Sanoma Magazines

412.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts

Women hold up half the sky.(Mao Tse-Tung)

http://issuu.com/bnox/docs/vrouwenonline

http://issuu.com/bnox/docs/femmesonline

InSites Field Research commissioned by Sanoma Magazines Belgium

•Period: April 2009•Method: Online questionnaire•Data collection sources:

•InSites TalkToChange Community (1.010 p)•Sanoma Magazines Belgium female sites opt-ins (1.192 p)

•Screening & Quota •Female only•Age 18-65 + representative for female online population (BIM ‘08)•Countries and languages: Belgium (60/40 Dutch/French language

www.targetwomen.be

http://www.slideshare.net/bnox/women-hold-up-half-the-sky

The joys of motherhood

Getting pregnant

Pregnancy

Giving birth

Cute

Reality

Reality (2)

Reality (3)

Digital Moms: how special are they?

1712.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts

Internet Penetration in Belgium - gender

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47% 53%

Female Male

•The total Belgian online population (past 2 weeks) consists of 5,5 million users •of which 2,58 M are females.

Source: telephone survey for the Belgian Media Mapping in 2008.

1812.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 1812.04.23 © Sanoma Magazines

Socio-demographic ProfileKids

Sanoma Sample(N = 1192)

Representative Sample

(N = 1010)

•About 40% of online women are moms

•Sanoma reaches an equal proportion of moms

Kids41%

No Kids59%

Kids38%No

Kids62%

1912.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts

Internet Segmentation4 Segments

Inexperienced Surfers30%

Social Explorers 28%

Functional Surfers32%

Internet Adepts28%

Representative Sample(N = 1010)

2012.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts

Internet ProfileUsage Moments

•On an average day, mothers go online …

•34% in the morning or during breaks

•42% during lunch break

•51% just before dinner

•93% after having dinner

•22% use it after midnight as well

Belgian online mothers: time spent online

• Mothers have gone slightly more recently online (most of them: since 2006)

»depends on age (25-29 yr olds have been online for longer vs 40-54 yr olds)

• Mothers go online less frequently than women without children

»except for the younger mothers

• Mothers stay online less longer

»except for the younger mothers

Women with children have less time and it shows in their internet behaviour

Internet as a life management tool

Mothers are the most likely group to admit that they struggle to find balance in their lives… feel negative emotions as a result

Internet is a place they can go for help

• to find balance in their life

• to gain control of their life

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.

Source: How the internet is transforming the life of Modern UK Mums (Yahoo Network)

http://l.yimg.com/ig/any/fu/mums.ppt

For Belgian mothers, internet is...

• essential (62%)(-)

• convenient (74%)(+, esp. younger mothers)

• enriching their experiences (64%)

• an essential step in the buying decision process (75%)

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Belgian mothers online: internet activities

More popular:

• General information search – 88% (90% monthly)

• Information about products or services they are planning to buy – 84% (92% monthly)

• Comparing product features and pricing - 77% (83% monthly)

• Online banking - 30% (32% several times a week)

Less popular:

• Chatting or instant messaging (56% never or hardly ever chats)

• Social networking (45% never or hardly ever logs in to social networks)

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General Information Search (55% Weekly )

Top 10 Most Consulted Topics (% monthly usage)

1. General news items – 83%

2. Healthcare – 78%

3. Cooking & Recipes – 76%

4. Travel – 67%

5. Food – 63%

6. Clothing & fashion – 62%

7. Home, garden & decoration – 60%

8. Movies & music – 59%

9. Personal body care – 54%

10.Finance & banking – 49%

Representative Sample

(N = 1010)

In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)

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Belgian online mothers: internet as a trusted source of information

• Information about children & parenting - 53% monthly (45%: trustworthy)

• Cooking & recipes (74%: trustworthy)

• Government issued information (71% trustworthy)

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Trusted ContentFood

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•90% of internet users use the internet to search for information that is not easily available elsewhere.

•80% use it to search information about products and services •75% use it to compare different product alternatives.

General Information about Products & Services (32% Weekly )

Internet Motivations

Shopping is a serious matter

• In America, where female consumers make more than 80% of discretionary purchases, companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales.Source: Marketing to women | Hello, girls | The Economist http://www.economist.com/research/articlesBySubject/displaystory.cfm?subjectid=1780456&story_id=13278440

• 71% of the Belgian online women are the responsible for grocery shopping in their family.Source: telephone survey for the Belgian Media Mapping in 2008.

Shopping is a serious matter

• 97% of UK female Internet users research products online and 92% of UK female Internet users buy products online. Source: eMarketer, February 2009

• In the past year, UK female Internet users have made an average of 17 online purchases of products/services and spent an average of £600. Source: eMarketer, February 2009

Online promotions

For moms the most effective way Brands can be promoted online, in descending order of likeness:

1. Product samples offered online (47%)

2. Coupons (40%)

3. E-mails (9%)

4. Banner ads on websites (3%)

5. Blogs (1%)

Source: “What Women Want Consumer Survey” (Prospectiv, October 09)

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Q: Welke van onderstaande producten of diensten heeft u in de afgelopen 12 maanden gekocht?

Boeken

CD/DVD/Blu -ray

Muziek in digital formaat (MP3-nummers, albums, etc.)

Computer, hardware en software

Kleine electronica (bv. digitale camera, iPod, GSM, etc.)

Telecom product (internetverbinding, GSM -

abonnement, etc.)

Erotische producten

Financiéle producten (bv. fondsen, aandelen, etc.)

Vakantie, tickets voor vliegtuig of trein

Huishoudelijke toestellen Juwelen / accessoires

Kledij / schoenen

Meubilair

Gezondheidsproducten (bv. dieet, etc.)

Decoratie

Tickets voor evenementen

Films of TV -series in digitaal formaat (geen DVD)

Ander product, nl.

0%

10%

20%

30%

40%

50%

0% 10% 20% 30% 40% 50% 60% 70%

Offline Purchases

On

lin

e P

urc

hases

Representative Sample(N = 1010)

Belgian women onlineOnline vs. Offline Purchases

What are Belgian online mothers buying?More offline than other online Belgian women:

• clothing (64%)

• books (52%)

• computer hardware&software (33%)

• electronic gadgets

• financial products

More online than other online Belgian women:

• holidays (42%)

• tickets for events (43%)

• cd/DVD (esp. 40+ mothers)

• household electronics (esp. younger mothers)

Women dominate social networks

Women and social networks48% of (US women)

respondents reported belonging to four or more social networks.Source: The Power of Social Networking for Women, ShesConnected, August 2009

83%

73%

55%

41%

Profile59%

No Profile41%

89%

24%

12%

59% of Belgian online has a profile on one or more social networks.Source: Belgian Women Online, InSites, April 2009

Belgian online mothers...

• are less attracted to social networks

• are a lot less attracted to casual gaming

With the exception of younger mothers:

• social networks are important to

»stay in touch

»help other people out

»feel less alone

Thank you.c.willaerts@sanoma-magazines.be

www.twitter.com/bnox

www.targetwomen.be