Audience Profile

Source: MRI Fall 2009

Demographic Profile - Adults

Source: MRI Fall 2009
Base: Total Adults

Demographic Profile - Women

Source: MRI Fall 2009
Base: Total Women

Moms Are Consumers
Moms Build Brands
  • Nearly half (48%) of Moms surveyed switched brands as a result of pregnancy/childbirth.
  • 85% of the moms who switched have stayed with the brand they switched to.

Source: The MomConnection/First Moments Why You Buy Survey

Moms Are Key Influencers
  • Moms turn to other Moms first, as their favorite source of advice for raising children.
  • Moms are influenced to try new products by other moms, second only to a Doctor Recommendation.

Source: The MomConnection/First Moments Why You Buy Survey

Moms Spend More Than Their Share

Source: MRI Fall 09

New Moms' Media Habits
Babytalk Tells Her What She Needs to Know

Q: Where do you go to get the information you actively seek?

#1 MAGAZINES
 #2 Websites
 #3 Friends
 #4 Other Moms
 #5 Family Members
 #6 Television
 #7 Reference Books

Source: The MomConnection® Profile Survey, January 2009

Mom gets what she craves in MAGAZINES:
  • Moms index 119 for heavy magazine readership and just 74 for heavy TV viewership.
  • The average mother reads 4.1 titles a month with 3 of them being delivered to her home.
  • Women tend to save copies of their favorite magazines and refer back to them several months and
      even years after the publication date.
  • Moms are 16% more likely to be HEAVY magazine readers and LIGHT TV viewers than women in general.

Source: MRI Fall 2009, Base of Women; Marketing to Moms, 2002. Maria T. Bailey. Prima Publishing

Moms Do Not Read Other Magazines
.

Source: MRI Fall 2009
Base: Total Women

Baby Registry
Babies Mean Big Business
 
  • Over three quarters of moms enrolled in a baby gift registry (78%).
  • Most moms who register do so in their 2nd trimester of pregnancy (67%).
  • Nearly three quarters of moms (74%) stocked their nursery with these items during their
      3rd trimester of pregnancy:
    • Diapers
    • Diaper rash ointment
    • Wipes
    • Lotion
  • More than half of moms (55%) purchased the majority of their more expensive baby items
      during their 3rd trimester:
    • Strollers
    • Cribs

Source: The Mom Connection/First Moments Why You Buy Survey 2004

Parenting Category Duplication
Consistent With Industry Norms
(% net duplication)
 

Source: MRI Fall 2009
Base: Total Women

Low Duplication With The Women's Service Books
(% net duplication)
 

Source: MRI Fall 2009
Base: Total Women

Low Duplication With The Beauty/Fashion Magazines
(% net duplication)
 

Source: MRI Fall 2009
Base: Total Women