2013 Social Mom Report
2013 Social Mom Report
BabyCenter
Trusted
Influential
Loved
Customer engagement
3-4x closest US competitor
measured in pageviews per visit
Frequent guest at the
White House, Today Show,
International Medical conferences
Source: comScore US MultiPlatform, January 2013. 2012 Peoples Voice Webby awards for both best parenting site and community.
Boston Consulting Group, independent study of parenting websites, March 2012. CDC preliminary 2011 birth statistics, released October 2012.
Methodology
Qualitative Research
Social media diaries
14 new and expectant moms
Recruited from across the US via
Facebook, Twitter, BabyCenter
In-home friendship groups in Chicago
and San Francisco
In-depth Survey
21st Century Social Mom survey of moms
compared to general online population
928 expectant women or moms with kids
up to 8 years old
552 other online adults
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013. comScore desktop US data,
W18-34 with children compared to Internet population age 18+, March 2013. comScore Multi Platform US data, women
18-34, February 2013.
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013. comScore desktop US data,
W18-34 with children compared to Internet population age 18+, March 2013.
Q:
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
68%
84%
73%
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
Connection
45% are communicating more through
social media and emailing less often
Discovery
2x more likely to say social helps her
get information quickly (61%)
Sharing
92% share family milestones on Facebook
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
Q:
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
Q:
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
Q:
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
Q:
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
10
Q:
Source: BabyCenter 21st Century Mom Insights Series, 2013 American Social Mom Report, April 2013.
Q:
Imagine you are going to buy a new product. How would use
each of these resources throughout the shopping process?
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Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013. comScore eCommerce
data. Percent of Women 18-49 w/ child, High Social Networkers buying online, defined as top 20% of social networking
moms 18-49, compared to Internet users age 18+.
Q:
Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
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Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
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Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
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Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
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Source: BabyCenter 21st Century Mom Insights Series, 2013 Social Mom Report, April 2013.
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BabyCenter LLC. Confidential. All rights reserved.
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BabyCenter LLC. Confidential. All rights reserved.
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