O u r a n n u a l r e p o r t r e v e a l s t h e t r u t h a b o u t M o m s : t h e y a r e c o n n e c t e d , i n s p i r i n g , i n n o v a t i v e , a n d p h i l a n t h r o p i c .

Buzz on Moms

Report Media Consumption

The

2.0

Who was Involved?

buzzmg.com

7000 Panelists

female 100% 44

9 Par tic ipa n ts

These panelists . Launched 10.22

.11

1,122 attempts

Fielded online

Closed 12.23.11

449 members from our buzzSpotter network participated in th is survey about Moms to learn h ow they’re raising the Millennial Generation.

Where do you live?

City

Suburbs

Rural

36%  

56%  

9%  

As you can see, our respondents are mostly suburban moms with 56% raising ch ildren here. Less than half live in the City and only 9% of moms live in rural areas.

ethnicity

buzzmg.com

African American

16%

American Indian

1% Asian

American 4%

Caucasian 68%

Hispanic 9%

Other 2%

Marital Status

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The majority of our moms are

married.

Single

In relationship

Married

Divorced

Widowed

Other

8%

12%

73%

6%

1%

1%

Where are they hanging out online?

buzzmg.com

Cafemom 58% ParentsConnect 41% BabyCenter 37% Momlogic 35% Mamapedia 31% LifetimeMoms 29% The Motherh ood 28% Kaboose 23% Momtourage 20% Babble 19% Momversation 18%

Are they blogging?

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Yes 24%

No 76%

A large majority of our moms are not

blogging but they are engaging online

with friends, family and businesses.

Where are they publishing content?

Facebook/Facebook

Notes 41%

Youtube 13%

Tumblr 2%

Twitter 20%

No, I don't publish my

own content. 21%

Other 3%

Alth ough Twitter and Youtube are

popular amongst moms, Facebook is

clearly their first ch oice.

Just how often do our moms go

on facebook?

Never, I don't have a page

6%

Few times a month

5% Few times a week

8% Daily 16% Multiple times

a day 65%

65% of our moms are on Fac

ebook

multiple times per day and another

16% at least once per day!

Are they seeking out brands on

facebook?

Yes 76%

No 24%

Top 3 brands moms are

seeking out

Kraft®

P&G®

Tide®

Along with publish ing content, o

ur

moms are definitely seeking out their

favorite brands on Faceb

ook!

How often do they

engage…?

2% 0% 12% 14%

27%

9% 7% 1%

49% 37%

52%

36%

90% 99%

38% 47%

20%

47%

1% 0% 1% 2% 1% 8%

TV Internet Magazines Books Movies Newspapers

N/A

Daily

Weekly

Monthly

T V and Internet are the most important

parts of everyday life for our

moms, along

with movies, books, newspapers

and magazines.

Media in order of

importance

20%

48%

12% 6% 7% 6%

0%

70% 21%

3%

0% 2% 4%

0%

1%

3%

29%

32% 21%

12% 2%

4% 11%

21% 22%

22%

18% 2%

1%

4%

11% 21% 29%

31% 2%

3% 12%

22% 17% 17%

27% 2%

1 2 3 4 5 6 N/A

Newspapers

Movies

Books

Magazines

Internet

TV

With #1 being the most important, it is

clear that the Internet is the most

important media for 70% of our moms.

How do you engage in the

following media?

79% 15%

4% 2%

73%

6%

19%

2%

54%

39%

4%

4%

Print Online Electronic Device N/A

Newspapers

Books

Magazines

Books and magazines are still primarily read

in traditional hard copies wh ile newspap

ers

are being read online more and more.

How do you engage in the

following media?

91%

7% 2%

0%

78%

15% 5%

1%

Traditional Screen Computer Electronic Device N/A

Movies

TV

For now, T V sh ows and movies are being

watched on traditional T V screens but that

may change soon for our tech sa

vvy moms.

Do they watch user generated

content?

Yes 52%

No 48%

A little more than half of our moms

are watch ing user generated content!

Do they watch shopping hauls

or how-to-videos?

Yes 73%

No 27%

A much larger 73% of our m

oms are

watch ing sh opping hauls and h ow-to-

videos online.

Do these videos influence their

purchasing?

Yes 68%

No 32%

A large majority, 68%, of moms watch ing

these videos, are influen

ced by them when

making a purchase.

 

Which paid content

service(s) do they subscribe

to?

Basic cable 13%

Basic cable plus 39%

Netflix 32%

Hulu 10%

Hulu Plus 4%

I don't subscribe to any paid

content services. 2%

71% of our moms are subscr

ibed to

either Netflix or basic cable plus,

and

another 13% have at least basic

cable.

My cable satellite

provider is…

Comcast Time Warner

Cox Verizon DirectTV Dish Network

I do not have a

provider.

Other

31%

13%

4% 6%

16%

7% 5%

17%

Comcast is the #1 ch oice for

our

moms followed by Direct T V, Time

Warner and other providers.

What services do they receive from their providers? Home phone

23%

Internet 36%

Cable TV 38%

Other 3%

The services they receive are

evenly

spread amongst the standard cable,

Internet, and h ome ph one.

Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com

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