21st June 2012

Background to the Study

1. The Bloom Boom 2. Purse Stings 3. Brand Babies 4. Word-of-Mom 5. Smartphone Mom Follow the Mommy

A unique research partnership to provide unrivalled insights into Ireland’s fastest growing demographic group: young families We have developed a number of research services – qualitative & quantitative – to help marketers succeed in meeting the needs of this group Today we share the results of our most recent survey of 3,111 moms who are members of eumom, conducted in May 2012

Profiles

Age Marital Status

Regions Social Class

Profiles

Profiles

Profiles

Ireland is unique in Europe in that we are experiencing a baby boom (despite the recession!), and it looks set to continue for some time…

Ireland’s baby population is growing – along with the number of parents in their early thirties:

CSO

The number of births now back to levels last seen in 1970s (and 1890s!):

CSO

The combination of surging 30-somethings and rising age at birth of first child will contribute to rising birth numbers:

Young families will account for growing share of spending:

Families with children account for nearly two thirds of all disposable income and over 70% of spending:

= €56 billion of spending in 2012

The Bloom Boom: Irish families with children will account for a growing share of consumer spending over the next five years, and will lead the recovery in Irish consumer markets.

Ireland’s young families have not ‘escaped’ the recession – far from it – and many are keeping very tight control of their spending purse strings…

Irish moms are mainly responsible for groceries:

Household incomes are under pressure:

While household expenditure keeps rising:

Food and grocery spending is rising:

As is spending on baby products:

Purchasing baby items in preparation for birth of next baby

base: expecting moms (n=898)

FtM – Purse Stings: Changing family circumstances changes the income and spending profile for households regardless of the economic cycle – and will continue to do so even as the economy recovers.

Becoming a parent opens up a new world of products, services and brands

and new purchase decisions

New relations…

Outlets used to purchase baby products

Skin care brand preferences & trends

Source: Amárach/eumom omnibus July (in brackets) & December 2011

Skin care brand leader challenges

Medical brand preferences & trends

Source: Amárach/eumom omnibus (July) & December 2011

Medical brand leader challenges

Source: Amárach/eumom omnibus July & December 2011

Nappy cream brand preferences & trends

Source: Amárach/eumom omnibus July & December 2011

Nappy cream brand leader challenges

Source: Amárach/eumom omnibus July & December 2011

Category switching behaviour and intentions

Source: Amárach/eumom omnibus July & December 2011

Other category switching behaviour and intentions

Source: Amárach/eumom omnibus July & December 2011

FtM – Brand Babies: Although Irish moms have strong brand preferences, they are now more likely to consider alternatives and even to switch.

Young Irish moms are the most networked generation of moms ever – whether online or offline – and their ability to influence and be influenced is unprecedented…

The web is now a powerful source of advice for moms

Categories researched online in past 3 months

Baby/ Parenting 78%

Clothing/ Fashion 61%

Banking Services 54%

Food/ Cooking 48% Medication/ Medical 39%

Travel 37% Health/ Fitness 29%

Home Goods 27%

Cars 17%

Electronics 13%

Financial Products 12%

Telecommunications 7%

Baby & Parenting Advice

Clothing & Fashion

Banking & Financial

Food & Cooking

Medical & Health

Travel

Home Appliances/Furniture

Cars

Telecoms

Most helpful online

Moms are the net – use of social networks

Most trusted websites for advice… (freeform responses)

FtM – Word-of-Mom The most connected generation of moms ever is now confident taking and giving advice online – and will increasingly make decisions based on that advice.

15%

85%

(Base – All mums/expecting mums - 3111)

Smartphone Ownership

(Q. 12/15)

Yes, it has internet connectivity

Mobile Phone That Goes Online

67%

33%

Yes, it is a smart phone

(Base – All mums/expecting mums whose Mobile phone connects to the internet - 3013)

54

Smartphone Penetration in Ireland

43% *Google

Irish Mums Smartphone Ownership

64%

(Base – All mums)

•In the US Moms are 61% more likely

than other women to own a smartphone

(50% vs. 31%) + moms are 80% more

likely than other women to own a tablet

(27% vs. 15%).

http://www.marketingprofs.com/charts/2012/7885/social-

media-influences-moms-purchasing-

decisions#ixzz1yHGTZ0Fi

55

57% of

Irish Moms

access the internet via mobile at least once per day

56

33%

10% 57%

Both the same amount

PC More

Mobile More

Mobile or PC for Internet?

57

UK Asda study found 27% of mothers give their phones to their children to keep them entertained.

How about Irish moms? http://www.dailymail.co.uk/femail/article-

2161533/Mothers-prefer-smartphones-dummies-comfort-crying-babies.html#ixzz1yHcojlrH

58

(Q. 16)

3 in 10 mums allowing their children to use their mobile phone to entertain themselves. This is higher among those with children over 36 months (46%)

and bigger families with more than two children (45%).

30%

Yes, allow children to use mobile phone entertain themselves

(Base – All mums/expecting mums - 3111)

59

Social Networks

Gaming Map/travel

Banking/ Financial

Photo/Video

Weather

(Base – All mums/expecting mums with a smart phone - 2090) (Q. 17/18)

News

Music

Music

Entertainment

Favourite Apps?

60

Mobile

19% PC

81%

Visitors to eumom.ie May/June 2011

Mobile

38% PC

62%

Visitors to eumom.ie May/June 2012

10% of total global Internet traffic comes from mobile devices, up from 5% last year http://mashable.com/2012/06/18/hearst-magazines-mobile/

Visitor Changes

61

1. iPhone (54%)

2. iPad (16%)

3. Sony Ericsson

4. Samsung Galaxy

Google Analytics eumom.ie

Which Smartphone?

62

Hearst Magazines; in 2011 5% of traffic from mobile – now 20% Elle, Cosmopolitan, Marie Claire, Esquire , Good Housekeeping Irish Times – in 2011 17% traffic via mobile – now 30%

Mobile Shift - Examples

63

TOMY’s “The First Years Convertible Car Seat with iAlert”

high-tech car seat includes a built-in monitoring system that alerts parents via a smartphone app if a child is unbuckled/unsafe

+ Apps like Esquire‘s“Hardest Puzzle

Ever” game and InStyle’s excellent hairstyling app for the iPad

App Innovation

64

m.site

Dedicated App not necessary for brands

Advertising on Apps – games, photos, finance

Personalised deals – Segmentation, gender preferences

User reviews, recommendations

Reaching Moms

65

Moms more likely than other women to...

Recommend companies/brands via social sites

Talk about companies/brands they follow on Facebook

Link to a company/brand ad (Performics.com)

Games: Males prefer drag

racing, while females prefer word games (Appaware.com)

Segment Differences

66

Ireland’s baby boom and the surge in spending by young families will be the biggest opportunity of the decade ahead But it won’t be easy: not only is competition tense (and loyalty fragile), but moms are increasingly sophisticated in their access to multiple sources of information, advice and influence – including each other Those brands that can win the trust of Irish moms – and remain relevant through the crucial stages of young family development – will reap long-term benefits

So just follow the mommy…

Do you have a question for Irish moms? Contact us at:

Amárach Research 11 Kingswood Business Centre Citywest Dublin 24 T. 01 410 5200 E. gerard.oneill@amarach.com W. www.amarach.com B. www.amarach.com/blog Tw. Twitter.com/AmarachResearch S. slideshare.net/Amarach

eumom 101 Monkstown Road Blackrock Co. Dublin T. 01 280 5050 E. rose.kervick@eumom.ie W. www.eumom.ie

Do you have a question for Irish moms? The Amárach Research/eumom.ie Omnibus - research Ireland’s most influential consumer group

Do you have a question for Irish moms? The Amárach Research/eumom.ie Omnibus - research Ireland’s most influential consumer group