Media Release
Wednesday 15 July 2009
The modern mum’s resource for brand advice and recommendation
Kidspot.com.au, Australia’s leading parenting site, this week released national research covering quantitative and qualitative conversations with 3,000 online Australian mums. The insights are the first in-depth research conducted specifically with Australian mums in many years and reveal how mothers are using the Internet to seek advice across a number of product categories as well as researching both offline and online purchases.
Key areas the research covers:
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Taking the pulse: mums response to direct questions on life since becoming a mum
Taking the pulse: mums response to direct questions on life since becoming a mum•Online usage: confirming global trends in one of the first national surveys in Australia
Online usage: confirming global trends in one of the first national surveys in Australia•Online influence: confirming the Internet as a key influencer on purchase behaviour
Online influence: confirming the Internet as a key influencer on purchase behaviour •Brands: the big word of mouth brands per mum
Brands: the big word of mouth brands per mum•Online advertising: mums awareness of and view on what is most impactful
Online advertising: mums awareness of and view on what is most impactful Not surprisingly, the majority of mothers reported feeling more pressed for time and struggled to strike a balance at home since becoming a mother. Having a child is a life changing event that influences parents to rethink the way they’ve previously done things and this flows over to purchase behaviour. The majority (65% of respondents) reported that since becoming a mother they had reconsidered the brands that they purchase. A mere 13% disagreed with this proposition:
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The re-evaluation of brands purchased once having children has previously been confirmed in Kidspot’s user survey in February this year (n=1,281). In this instance users reported planning to change or actually changing general cleaning and laundry brands.
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The Internet is increasingly providing time poor, multi-tasking mothers with a valuable resource for researching brands and purchases. Nearly 80% of mothers surveyed have researched an intended purchase online in the last 3 months, while 68% have bought online directly.
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Traditionally, pregnant women and new mums have more than 100 conversations per week about brands, products or services - which is 1/3 more word of mouth conversations than the general public**. Women seek advice from other mums who are only too happy to recommend. The Internet ranks second to word of mouth for influencing purchase considerations.
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The mothers surveyed by Kidspot are turning to the Internet to seek out advice across most product and service categories:
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Other key findings
•Online is the most influential media for Australian mums:
Online is the most influential media for Australian mums: - Online leads television by 56% and magazines by 83% in terms of influencing a purchase decision for mums•Mums are experienced Internet users and are online every day, multiple times per day
Mums are experienced Internet users and are online every day, multiple times per day - They are experienced:87% of Australian mums have used it more than 4 years69% have used the Internet for greater than 6 years - It is a daily habit and a ¼ of mums invest 3 hours +
87% of Australian mums use the Internet every day24% use it >3 hours per day•Mums say they are most likely to read and act upon brands mentioned in articles and email offers (71%)
Mums say they are most likely to read and act upon brands mentioned in articles and email offers (71%)•The Top 5 brands mums recall recommending online most often are:
The Top 5 brands mums recall recommending online most often are:AldiHuggiesPumpkin PatcheBayBonds** Source: 2008 research by Keller Fay Group and Baby Center US
ENDS
For further information or to arrange an interview with Kidspot CEO, Katie May please contact:
Natalie Mactier
Kidspot.com.au Pty Ltd
Ph 03 9697 0855
Email – nmactier@kidspot.com.au
About the Survey:
The survey was conducted in May 2009 with nearly 3K Australian mums and mums-to-be, to learn more about their attitudes, brand recommending behaviour and online usage. Results were collated via online survey intercepts and invitations to visitors and subscribers of:
•www.kidspot.com.au
www.kidspot.com.au•www.birth.com.au
www.birth.com.auRespondent profile:
•100% female
100% female•100% mum or mum to be
100% mum or mum to be•91% aged 25-54 years of age; + 6% 18-24 years
91% aged 25-54 years of age; + 6% 18-24 years•Age range where at least 1 child fits:
Age range where at least 1 child fits:Age% of respondents
% of respondentsPregnant14% (397)
14% (397)Baby (0-24 months)52% (1,515)
52% (1,515)Toddler/preschool (2-4 yrs)46% (1,343)
46% (1,343) School age (5-12 years)36% (1,051)
36% (1,051)Teenager (13+ years)12% (341)
12% (341)About Kidspot.com.au Pty Ltd
Kidspot is the leading website for mums in Australia and New Zealand. Around 650,000 Australian mums rely on the comprehensive directory, parenting information & advice, family friendly recipes and kid’s activities each month. Kidspot is part of the SheSpot portfolio of sites: www.shespot.com.au
About Birth.com.au
Birth is the most reliable source of Australian “expert” information on conception, pregnancy & birth. A 10 year labour of love by the authors of Birth the book of the same name, the site attracts almost 200,000 unique browsers per month. Birth’s engaged users are active in the Birthtalk forums and established pregnancy community. Birth is part of the SheSpot portfolio of sites: www.shespot.com.au
