Study by AOL's Platform-A and OMD Finds that Today's 'Supermoms' ...

Tag : Mobile Phone Pack

These moms reported spending eight hours a day using media,including 2.6 hours on the Internet, 2.1 hours watching television,1.2 hours listening to the radio and half an hour each day spentwith newspapers, magazines and games.

Moms rely on the Internet for task-oriented parenting. Parenting isthe No. 1 online activity cited by moms, ahead of search, e-mailand news. More than half (58%) said they prefer the Internet forgetting parenting information and advice, and 55% said theypreferred the Internet as a resource for helping their childrenlearn. Nearly three quarters of moms (73%) say that it's importantfor them to monitor what their children do online.

Moms also rely heavily on the Internet for a variety of othertasks, such as shopping (79% cite the Internet as the preferredmedium), getting information (71%) and finding coupons or sales(52%).

"The increasing significance of the Internet to moms will onlycontinue, given that younger moms who come from a generation thatgrew up with the Internet are reporting much higher levels of usagethan older moms," said Anne Hunter, Vice President ofPlatform-A's ADlytics group.

Single moms spend significantly more time with media - an averageof 9.5 hours per day - versus moms who have a spouse or partner(7.9 hours per day). Similarly, lower income mothers spend roughlyan hour more (8.9 versus 8.0 hours per day) with media than middle-and higher-income moms.

When it comes to personal time, moms report spending just 1.4 hoursof that 27-hour day on themselves.

Other findings

Most online moms (86%) report being the primary household decisionmaker, making them an important target audience for marketers andadvertisers. More than half (52%) say they tend to recommend goodproducts and / or brands to others.

The vast majority of moms (95%) use at least one type of media withtheir children once a week. TV is the most common medium moms sharewith their children (79%), followed by the Internet (62%), mobilephone (58%), digital camera (48%), e-mail (38%) and games (33%).

Despite their many responsibilities, these moms tend not to seethemselves as "Supermoms." In fact, just 38% describedthemselves as a "super mom."

Emotional connections with media

The survey also found that moms have strong emotional associationswith different media, which can impact the effectiveness of adstargeted at these moms.

-- Television and radio primarily evoke "entertained" and"relaxed" feelings.

-- Magazines evoke "interested" and "relaxed"emotions.

-- Newspapers evoke "focused" and "interested"feelings.

-- Online search is related to feelings of"task-oriented," "focused" and"interested."

-- Web sites often related to "entertainment."

"One implication of the study findings is that in order tomaximize an advertisement's impact and effectiveness to moms, itmust not only be relevant but also reach moms through media theytrust and in contexts where they are receptive to the messaging.For example, TV, radio, newspaper and certain forms of new mediaregister high trust and ad acceptability ratings," said MikeHess, Global Director of Communication Insights and Research atOMD. "It's also important for marketers to consider how momsuse various media. They look to the Internet and magazines forparenting information and advice, and TV, magazines and theInternet are most likely to influence purchases across a variety ofcategories."

For moms there is also a high correlation between ad acceptance andtrust in the medium, providing a tremendous opportunity formarketers to maximize the impact of their advertising.

Methodology

In 2008, OMD and Platform-A partnered with Ipsos to conductqualitative and quantitative research with online moms around theworld. More than 7,000 moms ages 18+ with home Internet access in13 countries throughout the Americas, Europe and Asia/Pacific weresurveyed about their personal values, family dynamics, purchasehabits and advertising preferences in order to gain insight intothe reality of being a parent in today's society, the role of mediain parenting and how that differs around the world.

About Platform-A

Platform-A, AOL's advertising business, is the industry's largestdigital advertising platform, offering the most comprehensive suiteof marketing solutions, powered by the Web's best advertisingtechnologies. Platform-A includes AOL's leading media properties -AOL.com, AIM, MapQuest, and more - and Advertising.com'sthird-party networks. Platform-A also includes TACODA's audienceinsights and behavioral targeting; Quigo, a site- andcontent-targeting solution; ADTECH, an international digital adserving business; Third Screen Media, a mobile ad serving network;and buy.at, an affiliate marketing solution. Platform-A currentlyhas operations in the United States, nine countries across Europe,including Denmark, Finland, France, Germany, Netherlands, Norway,Spain, Sweden, the UK, and Japan through a joint venture withMitsui. Learn more at http://www.platform-a.com .

About OMD

OMD Worldwide, http://www.omd.com, is one of the largest and most innovative media communicationsspecialists in the world, with more than 140 offices in 80countries. Named Most Creative Agency in the World by The GunnReport for Media in 2007, OMD also had the distinction of beingnamed Media Agency of the Year and winning a Gold Lion and twoBronze Lions at the 2007 Cannes International Advertising Festival.The agency network is a unit of Omnicom Group Inc.

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