News & Media

This resource is for agencies, marketers and journalists and includes SheSpot media releases and links to news, research and articles related to women, mums and online. 

Media Contacts
Media representatives can contact Katie May (CEO), Miffy Coady (Commercial Director) or Natalie Mactier (Media Officer; Director of Business Development) for information on topics such as:

Australian online advertising and women
Women and media consumption
Women & technology; including mobile, apps and purchasing cycle
Women's influence on expenditure
Women's influence on family health decisions
Australian women's view on health, beauty & ageing
Women and the environment
Mums and online
Marketing to women
Brands successfully connecting with women online
Successful advertising campaigns targeting women
Successful advertising campaigns targeting mums
Family dining and mums key criterion when buying for children
Couplets - brides to be and newlyweds - the decisions and purchase intentions of this key demographic

Contact SheSpot by email, by phone on 03 9697 0800 (international 61 3 9697 0800 GMT +11 hours) or fax 03 8640 0647.

Media Releases:
07 Nov 2011: Mums-to-be listen to other mums above all. Research reveals that other mums' views on products are more important than a well known brand.
03 Oct 2011: SheSpot study - exposes the dependent relationship that Australian women have with their mobile phone
20 Sept 2011: SheSpot study - reveals impacts of technology on her purchase cycle
22 Aug 2011: Kidspot launches just b. - a next generation women’s media property exclusively on Facebook
9 May 2011: The hazards of health and beauty marketing.  Kidspot's latest research report unravels the contradictory world of health and beauty marketing in Australia.
10 Dec 2010: AdNews Mouth off: what do you believe are the biggest challenges and opportunities for the advertising and marketing industry in the new frontiers?
29 Oct 2010 How a brand can win or lose female customers on reaching motherhood. Kidspot's latest research reveals which changes take place in a woman’s purchase habits when she becomes a mother.
19 Oct 2010 Time for brands to change their approach when marketing to Australian mums. The latest research report from Kidspot (Australia’s leading parenting website) puts the buying habits of Australian mums under the microscope and reveals what has the greatest influence on their decisions at each stage of the purchase journey
3 Aug 2010 Kidspot acquires Baby & Kids Market: Kidspot.com.au takes it offline. The real world beckons as mums need and expectation for “real time” information and connections online extend to the “real world”, offline.
22 Jul 2010 37.3% of mums still undecided in election 2010: Kidspot.com.au poll of Australian mums and their vote catching topics
1 Jul 2010 SheSpot media group nabs online industry veteran - Sally Millett joins Kidspot's 100% owned portfolio, SheSpot
Jun 7 2010 SheSpot media portfolio now reaches 2 million Australian women - and 2 portfolio sites hit new records
May 26 2010 Fairfax Digital GSM to head up SheSpot NSW team - Natalie Douglas joins as SheSpot NSW Sales Director
May 25 2010 Paid Maternity Leave will win the vote of Australian Working Women - Kidspot takes the pulse with Australian mums and mums to be on the government's paid maternity leave policy
May 24 2010 Motherhood triggers immense changes in influential media - new research with Australian mums and their media consumption is released with key highlights
March 9 2010 Forget priests. Social media and online forums now answer women's prayers- part III of our 2009.2010 research study with Australian women - women, social networking and online forums.
March 5 2010 Friends (not shoes!) the greatest source of Australian women's happiness - part II of our 2009.2010 research study with Australian women - women, friendship and happiness.
March 3 2010 Australian women: pragmatic, real and reminiscent of the 1960s - part I of our 2009.2010 research study with Australian women - women, career and family.
February 1 2010 Mamamia, Mia Freedman, join SheSpot advertising network with over 75K women visiting monthly
August 11 2009 Couplets identified as key consumer market; research with brides to be and newlyweds
July 15 2009 Focus on Australian mums online; research conducted with mums and mums to be
June 30 2009 Kidspot releases the Focus on Australia: Family dining in 2009 food survey conducted with 5K+ Australians
June 25 2009 Kidspot named to BRW Fast Starters list of most successful start up organisations in Australia;
May 27 2009 Online mums tackle the global financial crisis with 499 tips money saving tips:Kidspot
May 7 2009: Birth, acquired by Kidspot in Feb 2009, knocks off ninemsn's parenting play
May 5 2009: SheSpot adds another premium websites to its portfolio with the addition of Easy Weddings
April 21 2009: Birth pregnancy website reborn - expert content in user friendly format
April 15 2009: beautyheaven joins Australia's leading female-targeted ad vertical - SheSpot
March 23 2009: Kidspot launches SheSpot to increase its reach of Australian women to 1M+

In the news:
  • Sept 2011: SheSpot research study reveals Australian women's latest online habits, mobile consumption and the impact of technology on her shopping
  • March 2011: Australian Women - health & beauty - SheSpot has just released a research report on a contemporary woman's thoughts on - and approach to - her own health and beauty.
  • November 2010: Branded content plays - brands choose to invest in integrated content where consumers are vs building their own microsites and investing in an uphill battle to win them
  • August 2010: SheSpot shares a perspective - how do you empower the power of her purse? SheSpot shares a perspective on the growing recognition that women hold tremendous social and economic power today.
  • September 2009: Kidspot launches Mums Say - a new insights and word-of-mouth network for mums in Australia.  The Mums Say network of 3K mums is interested in trialing products, sharing their views and being in the know.  This group engages in conversation about brands and share an affinity for talking online.
  • August 2009: Women want more - by Michael J Silverstein and Kate Sayre; Boston Consulting Group's new research study paints the definitive portrait on the new female economy. Today over 1B women work and nearly half of all university students globally are women.  Women will drive an incremental $5 trillion in global spending in the next several years - possibly one of the most exciting commercial opportunities of our liftime.  View the 37 page excerpt from the book here.
  • July 2009: It's all about the journey in reaching women - by Andrea Learned; Learned On Women Newsletter, Issue 13 - a short description of the idea that women tend to buy in a more complex, winding path while men tend to buy in a more linear manner. The process of getting there is the thing, and it lends itself to more holistic, right with left-brain purchase decisions, that lead to richer brand experiences and greater human interaction along the way.  The end may remain in sight, but finally getting exactly to that place may lose a bit of importance.
  • July 2009: Aldi a big hit with avid Internet mums - by Neil Shoebridge; Australian Financial Review - a summary of reseach with over 3K Australian mums conducted on www.kidspot.com.au and www.birth.com.au in May 2009. Key finding: online is the most influential media for Australian mums.
  • May 2009: 9 guidelines for marketing to women in a recession, by Gigi Carroll- easy to follow tips for marketing to women in a down economy.  The recession has women doing things differently. It is transforming what they need, how they think, how they spend, and what matters to them most. Chief among the changes - practicality is up, way up.
  • May 2009: Mums confirm the baby business is booming: The latest study conducted by independent research house IbisWorld, which found that out of the $3.9 billion spent on baby merchandise this financial year, 29 per cent - or $1.14 billion - was spent on clothing, followed by 25.6 per cent - or more than $1 billion - on nappies.Between 60 and 70 per cent of baby merchandise revenue is spent at independent retailers such as Pumpkin Patch, Baby Bunting and OshKosh B'gosh. The remaining 30 per cent is spent at department stores such as Target, Kmart, Myer and David Jones. A good summary with topline numbers or the full report is available from IbisWorld for $795.
  • May 2009: Where the mums are: shopping, blogging, networking and strategising online: Power Moms—women age 25-54 with at least one child—today represent 19.2 percent of the active online population, and they wield more influence than ever before, according to Nielsen Online, a service of The Nielsen Company. This study provides more information on what power mums do online and includes tables of most visited sites and most powerful bloggers.  There is also a link to segmentation of the most powerful mum bloggers in the US.
  • March 2009: Australians spend more time consuming media - much more time online: AUSTRALIANS spend most of their waking hours consuming media and are spending more time online than ever before, a study has found. The Nielsen Online Internet and Technology Report surveyed more than 2000 Australians and found people aged over 16 spent an average of 16.1 hours on the internet each week, 12.9 hours watching TV, 8.8 hours listening to the radio, 3.7 hours on a mobile phone and 2.8 hours reading newspapers.  View chart 2005-2007.
  • March 2009: Australia in the Digital Economy - Australians trust the Internet most - Nielsen research shows that the Internet is now the most trusted source of information out of all medias.  View full report from the ACMA: Australian Communications and Media Authority
  • February 2009: Technology no longer just kid stuff - AdAge; Beth Snyder Bulik - parents aren't just online to monitor their children. Today's digital mums and dads are hooking up with their own friends on social networks.  Razorfish (US survey) surveyed over 1,500 online mums to find out what they're doing.  This article has online mums stats and identifies 5 segments of digital mums and three additional psychographic profiles.
  • November 2008: Whither the click? - Comscore; Gian Fulgoni - research by comScore that confirms the impact of display ads - despite limited click thru rates - on consumer behaviour.
  • June 2008: Never underestimate the female touch; Ad News; Harold Mitchell - womenomics - the influence of women on society and marketing will be the next big thing in advertising. This means a holistic approach to campaign planning is required where media and creative content complement and extend one another.
  • June 2008: Study reveals Web 2.0 gap between Gen X, Gen Y moms; Jacqui Cheng - Moms that come from Generation Y use the Internet differently than those from Generation X, according to new survey results from Bonnier Corp. While they both go online to accomplish tasks related to parenting, the way they interact with others (or don't, as the case may be) differs depending on when they first logged on to the Internet. Put simply, Gen Y moms tend to be more "Web 2.0" than their Gen X counterparts.
  • May 2008: The target audience you shouldn't ignore - the mum tribe; iMedia Connection; Tina Sharkey - new research from the Keller Fay Group shows that pregnant women and new mums have more than 100 conversations per week about brands, products or services. Having a child is a life changing event that forces soon to be parents to rethink everything. During this time, women tend to reconsider almost every category of goods and services. The study also found that close to one in five pregnant women and new mums were word of mouth leaders based on their recommending behaviour and the size of their social network.
  • May 2008: Super mums are focus of attention; Australian Financial Review; Neil Shoebridge - an OMD report based on surveys conducted across several countries, including Australia found that 55% of the Australian mothers surveyed worked outside the home, mainly in full time jobs. Twenty-seven percent said they were trying to be "super mums", that is, working full time, raising children, having outside activities, etc.
  • Jan-Mar 2008: Time poor women; Professional Marketing & Nielsen Panorama - the pressure to balance work and family life has a significant effect on women's decision making and spending patterns. The findings support the notion that Australians - and in particular women working full or part time - feel there is not enough time to get things done and this impacts decision making across a range of issues including shopping and product purchasing.


For more information on women, mums and online, please email Katie May for more insights or to request a full presentation on women and online advertising.








SheSpot homepage