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Executive Summary
Key Learnings
SheSpeaks. Baby Care Consumer Insights April 2015
Influencing Baby Care Purchase Decisions:
• Price (86%) & friend/family recommendations (81%) are most influential factors in baby care purchase decisions.
• The majority (70%) of respondents also rely on product reviews on store websites & blogs
• Celebrity endorsements have negligible impact (6%) in this category
Social Media Influence:
• 85% of moms consult at least 1 social media platform when shopping for baby care products
• Facebook (78%) is the most heavily consulted social platform for baby care purchases • 89% of moms post content related to baby care on social media platforms
Online vs. In-Store Purchasing:
• Price & ability to use discounts trumps convenience in the decision to buy online vs. in-store
Connecting with Baby Care Brands on Social
• 79% of moms follow at least 1 baby care brand on social • The opportunity to receive coupons or other offers is the primary reason for following
(78%)
The Role of Dads in Baby Care Purchase Decisions
• 73% of dads are very or somewhat involved in baby care purchase decisions -- only 6% are not at all involved.
Moms agree - Pampers is one of the brands doing a
better than average job of social
engagements
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Influencing Baby Care Purchase Decisions• Most moms agree that Price & Friend/Family Recommendations are most influential in making baby care purchase decisions
• Moms also look to Product Reviews & Social Media for purchase recommendations
Price
Cause / charity tied to the brand
Celebrity in advertising / social media
Review in a newspaper or magazine
Friend/family recommendation
Recommendation on social media
Review on a blog or store website
Other
Nearly half of moms cite social media as a purchase influencer
86%18%
6%
30%
6%82%
6%
69%
48%
SheSpeaks. Baby Care Consumer Insights April 2015
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Social Media Influence• Facebook & Pinterest are the social media platforms most consulted for baby care purchases
• Instagram & Twitter also inform moms purchasing decisions
Tumblr
Other
N/a
78%33%
34%
4%
50%
5%
21%
SheSpeaks. Baby Care Consumer Insights April 2015
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Online vs. In-Store Purchasing• The main reasons cited for online vs. offline purchasing are better prices and incentives for online redemption.
• More than half of moms also cite product familiarity and having items delivered to the home as reasons for purchasing online.
Better Prices
Received a Special Offer to Use Online
Familiar with the Product - No need to see it in person
No Need to leave the House
Item was Bulky/Heavy - Easier to buy online
Other
N/a
73%
54%
6%
63%
36%
5%
52%
SheSpeaks. Baby Care Consumer Insights April 2015
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Types of Baby Care Products Purchased Online
• Moms prefer to buy online across a broad range of baby care products, with toys being the #1 category
• In addition to toys, a majority of moms prefer to buy clothing, diapers, and furniture online
Toys
Diapers
Food
Clothing/shoes
Toys
Furniture, including seats/swings
Transport, i.e. strollers, car seats
Other
N/A
56%17%
4%
57%
6%
67%51%
48%
SheSpeaks. Baby Care Consumer Insights April 2015
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Social Sharing Baby Care Content
• The vast majority of moms share baby care related content on social media.
• Facebook being by far the platform moms post to the most
Toys
Tumblr
Blog
Retailer Website
N/a
79%46%
44%
28%
49%
6%
10%
35%
SheSpeaks. Baby Care Consumer Insights April 2015
Sharing content allows women to connect with their social community & their broader mom network
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Connecting with Baby Care Brands on Social
• A large majority of moms follow at least one baby care brand on social media • The opportunity to receive coupons or other offers is the reason most cited for following a brand on social
Toys
Get advice on how best to use the product
Find out about product improvements
Receive coupons or other offers
Learn what other people think of/use the product
Just for fun
N/A
45%
55%
79%
49%
42%
12%
Yes No Unsure
79%
12% 9%
Do You Follow Baby Care Brands on Social?
SheSpeaks. Baby Care Consumer Insights April 2015
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Drivers of New Baby Care Product Purchasing
• When asked which would influence them to buy more -- a 20-30% discount or a positive experience in a trial -- moms were indifferent.
• Both discounts and positive trial experiences are far stronger drivers of purchase than family/friend or expert recommendations.
Coupon for significant amount off (20%-30% discount)
Positive experience with product sample
Recommendation from a friend or family member
Recommendation from a blogger/expert I follow
N/a
40%
13%
1%
42%
4%
SheSpeaks. Baby Care Consumer Insights April 2015
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The Role of Dads in Baby Care Purchase Decisions• Most parents make purchasing decisions together • 73% of dads are very or somewhat involved in baby care purchase decisions
SheSpeaks. Baby Care Consumer Insights April 2015
Very involved
Somewhat involved
Only occasionally involved
Never involved
38%
21%
6%
35%
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Baby Care Brands Implications
SheSpeaks. Baby Care Consumer Insights April 2015
• Maintain a robust presence on all key social media platforms, especially Facebook
• When possible, use coupons or other incentives of tangible value to attract new followers
• Showcase favorable user-generated content /reviews on brand pages & where possible, in other (non-social) environments
• Share & re-share positive comments posted by new moms, and encourage readers to share those comments with friends and family
• When working with online retail partners, use price incentives to habituate online purchasing for repeat or bulk purchases (with the possible exception of food)
• Prioritize product trials & discounts in strategies to increase new product uptake; use social media to promote offers where possible
• Conduct follow-up research to better understand the role of dads in product research/purchasing and brand engagement
Bottom line: social media is very important for
getting the word out, but the offer is still the hook!
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SheSpeaks Research & Methodology
Research Methodology:
This survey was fielded online among 869 SheSpeaks members with at least one child under
the age of 36 months from April 8 - 13, 2015. The sample is comprised of U.S. women aged 24
years and older.
SheSpeaks. Baby Care Consumer Insights April 2015
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Understanding the Sample
1+ 2+ 3+
41%
25%
34%
How Many Children do you Have? Which Year Were They
Born?
2015
2014
2013
2012
11%
34%
37%
36%
The majority of moms surveyed had more than one child -- meaning most of the moms have been new moms at least once before
The Mom & Her Family
SheSpeaks. Baby Care Consumer Insights April 2015