Download - Mums Mafia Research Presentation Final
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Connected Mums Research
July 2010
This presentation is the intellectual property of Polestar Communications and must not be sent on or reproduced without prior consent
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Motherhood has changed
* TNS Digital Life Survey, 2009
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A ‘Mum Mafia’ has emerged
A more connected network than ever
before
..A force to be reckoned with
Happier to define themselves as ‘Mums’ but not ‘Housewives’
Online & offline too
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Mums are powerful consumers
1: A.T. Kearney Research
Women are responsible for 62% of decisions behind new
car purchases
Responsible for 90% of food purchases
Responsible for 80% of healthcare spending
decisions1!
Women are responsible for 83% of the household spending decisions
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Modern motherhood has its own pressures
Yummy Mummy phenomenon
Celebrity ‘bump watch’ glamorises & fetishises pregnancy
alongside ‘ticking clock’ articles
Competitive Mums78% say one-upmanship
at the school gates is “ridiculous”, but they
“just can’t help themselves”1
1: Daily Telegraph, 10 June 20102: Joshua G2/ Marketing Week
31% claim brands appear patronising and often perpetuate the “super mummy” myth2
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Polestar mums research
• The nature of motherhood has changed dramatically– ‘A lifestyle choice’ – Starting point of a career– More visible, more connected– More pressured, higher expectations
• Polestar’s 2010 research set out to ask UK mums directly how they have responded to these changes
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About the research
• Methodology: Anonymous online survey• Sample: 100 ABC1 Mums with an internet connection,
living in England
Regionality Age profile
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Broadly, Connected Mums are in work and at a senior level – but the nature of work is very varied
Middle management
Juniormanagement
Support N/a
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How Connected Mums view their role
Celeb mums have changed how motherhood is
perceived (62%)
It’s far more acceptable to define yourself as ‘a mum’ (93%) than
as ‘a housewife’ (19%)
But motherhood is still hard graft (94%) & less
respected than ‘work’ (67%)
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How Connected Mums view themselves as a group
All agree: 89%
All agree: 66%
All agree: 81%
All agree: 90%
Mums are more connected
Mums are more influential
Mums are more valued as consumers
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Where Mums connect online
Social Networks: 2 key players
Mums Networks:More fragmented usage
Around half of those using the Mums networks claim
they get something different from each site
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Networked behaviour: varying degrees of involvement
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Mum networks are valued.. But only up to a point
Mums enjoy the reassurance that comes from connecting with
other Mums
But they in no way replace real life connections
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These career women have found motherhood has its pressures, too
Desperate Housewives
Money
Looking GoodParenting Skills
• 85% are ‘house-proud’• 69% like baking for visitors
• 69% expect money to be tighter next year• 63% worry about money• 60% spend more on clothes for their children than for themselves
• 71% wanted to shift the baby weight, fast• 69% feel pressure to look good• 62% report competition between mums• 83% say ‘no way am I mumsy’
• 88% compare notes on child development milestones• 61% say they are made to feel there is a right/wrong way to be a Mum by gurus like Gina Ford
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Peers can be a source of pressure as well as support and a real-life support network comes from multiple sources
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How Connected Mums feel motherhood has changed them
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Conclusions - Professionalising the role of ‘Mum’
• Expectations on being a ‘mum’ have never been higher – Pressure to run & manage a household and its finances....– ....be an excellent parent– ....return to work / start up a business– ....whilst still looking good
• Yet, with status & pride in the role on the up, and their increasing influence recognised, Mums are grasping the initiative using the full range of tools at their disposal
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Conclusions - The Connected Mum
• Actively using the technologies & skills learnt in professional life to help them skill-up & cope with the stresses of modern parenthood
• Online networks play a critical role• Staying connected
– Over 70% feel more reassured by belonging to these networks– 80% would recommend them to friends
• Reassurance & influence – Online networks support their desire to gain & transfer knowledge – One in ten uses them to drum up support around issues– Around a third posts questions and comments
• Use of online networks is fragmented & not homogenous• Draw on a variety of different networks rather than dominant sources• It’s not all about community sites such as Mumsnet - product & service brands have a
valued role to play
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Conclusions – The Connected Mum
• Primary source of support networks remains off-line
• It’s here that they draw on immediate support of family, friends & neighbours
• Critically for brands, face-to-face advocacy outstrips online by 7 to 1
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Implications for brands
• Modern mums are an audience of immense value & influence
• More connected than ever, they offer the ultimate advocacy opportunity
• There’s a genuine opportunity for brands to be part of their network if they empower mums with tools and add value to their lives
• Think beyond community based online networks – they are only part of the solution
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For more information contact:
Kiran Kaur: [email protected]
+44 (0)207 089 6591
Megan Butler: [email protected]
+44 (0)207 089 6589