Yahoo! & Starcom MediaVest Group ‘Brave New Moms' Global Study Finds Brands Can Leverage Technology to Capitalize on New Mom Movement
CANNES, France--(BUSINESS WIRE)--
Yahoo! (NASDAQ:YHOO), the premier digital media company, and Starcom
MediaVest Group, shared findings from their year-long, global study,
‘Brave New Moms: Navigating Technology's Impact on Family Time,' at the
2012 Cannes Lions International Festival of Creativity. The study
revealed that across generations, age and countries, 84% of moms
globally say that planning family activities are worth their efforts as
long as a special moment is involved.
Moms around the world seek out family time and turn to technology for
suggestions and advice. This unlocks a powerful opportunity for brands
to leverage technology and contribute to those family moments. In the
past few years, moms have used technology, specifically digital, for
unlimited access to information: about 69% of moms worldwide said they
turn to search engines when conducting research on family activities.
While they are clearly a key user, moms across the world have identified
a polarizing relationship with technology. The study unveiled 71% of
global moms say their family engages with technology together daily, but
conversely 52% of moms say their family is often distracted by
technology during time together. As a result, being present can be
difficult, and family time can easily be missed.
With insights pouring in from around the world, a framework was
identified for how moms categorize family time: routines, rituals,
traditions and relive.
Routines are the everyday tasks that keep the family on
track but can often occur on an individual basis rather than as
Moms wish there were more rituals - the emotional
bonding moments that strengthen families - during the day.
While traditions are meaningful, they can come with a
sense of obligation and aren't always practical for today's modern
Relive is a new category that has emerged from the
prolific use of technology to capture and share images of family and
the ability for moms to now relive special moments.
This heightened awareness and desire by moms to create special moments
with their families yields an unprecedented opportunity for brands.
Yahoo! and SMG developed guidelines to help marketers leverage these key
Elevate routines into more meaningful rituals —64% of
moms globally read to their kids, but only 17% claim to enjoy it. This
represents a great opportunity to help moms elevate this time to
something more meaningful.
Discover new rituals that moms can start with their
families — 83% of moms enjoy planning activities for their families,
and many go to digital for this discovery.
Adapt traditions to allow moms the freedom to maintain
them in a way that is modern, manageable, and still special - 53% of
moms are already using digital to help plan special occasions like
holidays or birthdays.
Provide moms ideas and ways to extend special moments so
the family can relive them forever - 74% of moms globally take photos
using their mobile phones in an effort to relive those memories.
"More and more, moms are aware of both the opportunities and challenges
that result from constantly being plugged in, and they are struggling to
find a way to create moments that are memorable and lasting as opposed
to just running down to-do lists," said Lauren Weinberg, VP, Research &
Insights, Yahoo!. "This study goes a long way toward helping us
understand the importance of creating and capturing meaningful family
time. As moms shift away from efficiency and towards meaning, there are
ample opportunities for brands to help be part of this movement."
"Brands have understood that moments are important to moms for many
years. We've all seen these important moments showcased on brand
creative. However, moms today don't want this just acknowledged. They
need help in creating more of these moments that matter so much. The
force of technology is elevating both the need and providing brands with
new opportunities to help moms create more meaningful family time," said
Adam Kruse, VP, Global Director, SMG.
The study united Yahoo!'s Insights organization and SMG's Mom's Human
Experience Center to study moms' behavior across nine countries
including Argentina, China, Colombia, France, India, Mexico, Russia, the
United Kingdom and the United States. Included in the extensive
methodology of SMG's Mom's Human Experience Center were:
SMG's Moms MIC — Global community of 1,100 moms. The MIC
ignited a rich, open-ended dialogue with moms to help understand their
values and motivations about the new family dynamics today.
SMG's Moms Pulse —Moms Pulse provided the capability to listen
to mom conversations across social media globally — including social
networks, forums and blogs.
Moms Quant —23 question survey to 3,500 moms across all nine
markets. This quantitative sample was used to validate the insights we
received from the Moms MIC and the Moms Pulse.
SMG's Moms Lens - 10 videos highlighting the insights and point
clearly to the opportunity space identified. These 4-6 minute videos
underscore how the global findings manifest themselves in each country
within the study.
Today, Laura Krajecki, Chief Consumer Officer, Starcom MediaVest Group,
welcomed Lauren Weinberg, VP, Research and Insights, Yahoo! and Adam
Kruse, Global Director, SMG to speak at the unveiling of the ‘Brave New
Moms' study, followed by a panel discussion about engaging today's moms
to help them create more meaningful family moments.
During their breakfast event, Yahoo! and SMG presented a panel featuring
the following speakers: Coca-Cola North American Marketing Senior VP
Alison Lewis; Kraft VP Global Media and Consumer Engagement Bonin Bough;
SMG Chief Consumer Officer Laura Krajecki; Yahoo! Head of Global Media
Mickie Rosen; the panel was moderated by Yahoo! CMO, Mollie Spilman.
Yahoo! (NASDAQ:YHOO) is the premier digital media company, creating
deeply personal digital experiences that keep more than half a billion
people connected to what matters most to them, across devices and around
the globe. And Yahoo!'s unique combination of Science + Art + Scale
connects advertisers to the consumers who build their businesses. Yahoo!
is headquartered in Sunnyvale, California. For more information, visit
the pressroom (pressroom.yahoo.com).
Yahoo! is the trademark and/or registered trademark of Yahoo! Inc. All
other names are trademarks and/or registered trademarks of their
About Starcom MediaVest Group:
Starcom MediaVest Group is the Human Experience Company. Our dream is to
grow our clients' business by transforming human behavior through
uplifting, meaningful human experiences. These brand 'experiences' are
brought to life by distinct, strategic point-of-views—Truth and Design
and Space for Ideas-- created and owned by SMG's two global agency
brands: MediaVest and Starcom, respectively. Ranked one of the largest
brand communication groups in the world, Starcom MediaVest Group (www.smvgroup.com)
encompasses an integrated network of human experience strategists,
investment specialists, content creators and digital experts.
With over 7,000 employees in 129 offices worldwide, SMG partners with
the world's leading companies including The Coca-Cola Company, Kraft,
Microsoft, P&G and Samsung. In 2011, SMG was the #1 ranked Global Media
Agency (AdAge) and was the most celebrated global media network at the
2011, 2010 and 2009 Cannes International Festival of Creativity. Most
recently, SMG won Office of the Year honors at the 2012 Festival of
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