REBORN. + Lion Co - Marketing to Mums in 2014

THE ROLE OF
TECHNOLOGY IN A
MODERN MUM’S WORLD
Digital Research & Strategy

Contents
EXECUTIVE SUMMARY

1

THE LANDSCAPE

5

OUR MUMS

7

MUMS AND THEIR TECHNOLOGY

11

KIDS, MUMS AND TECHNOLOGY

19

CAPTURING MEMORIES

25

CASE STUDIES

29

CONCLUSION39
THANKS REFERENCES

41

2

The role of technology in a modern mum’s world

Executive
Summary
REBORN is pleased to be able release the findings of some recently completed research. The research was commissioned by our
client Lion Co. and conducted in partnership with Mouths of Mums.1 Mouths of Mums is an Australian online mothers’ community
featuring over 30,000 mums with 63,000 kids. Mouths of Mums assists brands to reach out to their real consumers in their true
lives. They have provided us with unique insight into the thoughts and behaviours of an incredibly valuable and passionate group of
consumers in a non-invasive way.
This research has been developed to discover the role that technology plays in a modern mum’s life.
Mums are a consumer powerhouse here in Australia. According to a study in 2011 by Datamonitor, they control $132 billion worth of
spending per annum2. This means that based on 2012 ABS data, if they were their own industry they would be the largest contributor
to the GDP out of any industry in Australia (mining coming in a close second at $127 billion). They would be larger than: Agriculture,
forestry fishing; Accommodation food services; Electricity, gas, water waste services; Rental, hiring real estate services and
Arts recreation services combined3.
This report contextualise’s how this incredibly lucrative target market is using digital devices, platforms and media in their lives and
offers insight into the opportunities to intercept mum in more useful and relevant ways that will help us build long term relationships
with mum for our brands.

Mums and Brands:

Mum and Technology:

Mums have always had a close affinity with their favourite
brands, and with the amount of household wealth they
command, it is imperative that businesses ensure that their brand
is connecting with mum in the correct environments and with
exciting and engaging communications. Brands in the modern
context of communications need to have mums as their primary
advocates - not only consuming their products, but actively
evangelising the product attributes as well as projecting the
emotional benefits that the brand brings to her and her family.
In a recent book called Moms 3.0 it is said that mum’s value
functional over superficial relationships with brands. Mums most
appreciate brands that value their time, attention and advocacy.4

Ever since the dawn of time mums have built networks around
them and with the advent of digital technology and media, this
disposition has been supercharged. In a recent McCann report
called the ‘Truth About Moms’ it was detailed that 84% of
mum’s agree that technology simplifies their life. Technology
has become such an important part of Modern Mum’s life that
49% of married mothers stated that they would rather save their
phone or computer over their engagement ring.5

The book highlighted five key areas where brands can play a
primary role in mum’s life enhancing her brand experiences and
touch points. These include:
• Family enrichment
• Value
• Simplification
• Time Management
• Health and safety
In short, mums want a relationship with brands but now
recognise the consumer power they yield and expect businesses
to come to the table with more than just mass broadcasted
messages.

REBORN

Mums have always been some of the earliest adopters of new
technology and media. Unfortunately, advertisers have tended
to lag behind in regards to leveraging adoption trends and new
media to connect with this valuable audience.
This tendency for mums to discover the new and connect with
cutting edge technology and platforms is far from a new trend.
A study from SheSpot in 2011, brought to light the dependence
that Australian mums were already starting to exhibit for
their smartphones. The report stated that 27% of respondents
indicated that they could not live without their smartphone
and even 24% going on to say they had formed an emotional
connection to their device.6


Purpose and direction
of the Research:
With regard to our own Modern Mums’ research,
we not only wanted to support the current literature
demonstrating that the modern mum is using digital
platforms to a high proficiency throughout her daily
life, we also wanted to develop a more in-depth
understanding of what mum was actually doing with
technology, digital media and the broader role that
digital touch points play in helping mum perform
daily responsibilities and enhancing her experiences
with her child/ren. We tasked ourselves to discover the
following with our quantitative and qualitative study
of 1,843 mothers (roughly 3% of respondents were
expectant)1:

• What are the key statistics pertaining to mobile device ownership and
usage?
• What are the socioeconomic barriers to technology ownership, if any?
• What is the frequency and reliance that mums have on their technology
to connect them to the world and to streamline their day?
• What are the types of functions mums use their devices for?
• Are there gaps that are not being addressed? Is there opportunity for
brands?
• How do mums use technology to connect with their kids?
• How can we, as an industry, understand how mums use their device, so
as to better integrate our messaging into motherhood and parenting?
• Overarhcing analysis and insights about how best to integrate brand
messages in more useful and less invasive ways by using their natural
behaviours with technology.

DIGITAL RESEARCH AND STRATEGY

3

4


Findings:

Conclusion:

As suspected, mums are huge propellants of technology. Mum
sees technology and devices as an enabler to streamlining her life,
as well as allowing her to perform a multitude of other functions.

In conclusion, brands that are ignoring the opportunity of
using technology to connect with mums in useful, entertaining
and relevant ways are forgoing building a more meaningful
relationship with their target market, and in time they risk a
deterioration of brand loyalty, affinity and sales.

She revels in the always on, always at arm’s length aspect of
mobile devices to organise, stay connected, entertain herself,
entertain her children, discover activities and inspire herself both
creatively and in her role as caretaker and matriarch. It wasn’t a
surprise to realise that mums in general, use their smartphones
like the rest of us, but hyperactively.
The key difference between mum and the rest of the smart-device
owning population is that these devices help her to enrich the
time she has with her kids. They give her valuable tools that allow
her to be more flexible and help her manage her family, their
needs, wants, whilst synchronously allowing her still to connect
with her friends, peers and document and share her time with
both elements of her life.

REBORN

6


The
Landscape
As consumer habits and behaviours continue to shift, people are
increasingly adopting a diverse range of technologies into their
lives. This report aims to contextualise how one of the most
sought after groups of consumers adapts to this new, modern
world, uncovering the role that technology plays in a mum’s
day-to-day life, as well as technology’s extended role in how she
interacts with her family and friends. The below findings and
research focus primarily on device ownership.

This is the area of modern culture that is a) the most disruptive
to previous behaviours; and b) has the steepest levels of adoption
in terms of new technology, providing us with a sufficiently large
sample audience to draw from. The latest Nielsen Connected
Consumer Report indicated that smartphones, tablets and
eReaders have gone through a meteoric rise in adoption leaping
from just 8% of households in 2010 to tablets now present in one
third of households and smartphones in the hands of six in ten
online Australian individuals.8

Where do you share your captured moments?

83%

Total Data Downloaded - Australia (Terabytes, 000’s)

Smartphone Penetration

Source: ABS

100

700
57%
600

75
500
22%
%

50

400
8%

Facebook

eMail

Instagram

25
37%

Don’t
52%

3%

2%

Twitter

65%
Pinterest

REBORN. - Mums and Technology Research
n = 1843
Year

0
2011

2012

2013

300

200

100

Base: Total population - Australia
Google - Our Mobile Planet 2013

It is now every marketer’s responsibility in this fast changing
environment to understand the role that technology is playing
in every consumer’s life. Looking at the role of technology
in streamlining consumers’ lives, allowing people to access a
plethora of content like never before, and seeing how technology
is changing interpersonal relationships, social structures and
family units, it is fantastic to realise that we are now starting to
see a maturity in consumer technology that means it is hard for
anyone to truly ignore the changes that are enveloping us.

REBORN

Jun 2012

Dec 2012

Jun 2013

At REBORN, we feel that by understanding how, and what,
people are using technology for, gives us and our clients
the opportunity to be more strategic and to better identify
innovative creative opportunities, to intercept and connect
to consumers. Making our efforts on behalf of Lion Co.
more effective, allowing us to heighten brand equity, increase
consumer education and generate an irrational level of brand
affinity.

8


Our Mums

Smartphone Penetration, Australia, Women between 24 - 54, 2011 - 2013
100
90
80
70
60
50

25 - 34

40

35 - 44

30

45 - 54

20
10
0

2011

2012

2013

Base :Total Population
Google - Our Mobile Planet Report - 2013

According to Google’s Mobile Planet Report, smartphone
penetration for women aged 25-54 in Australia is now tipping
80%. This is compared to only 65% for the general population.7
To get a greater understanding of how to connect with mums,
we wanted to generate a better understanding of who they are
so as to discover what devices the modern mum uses, how she
uses them, how these devices help her in her hectic life, and the
impact this technological change is having on her social fabric.
REBORN conducted a quantitative survey in partnership with
Mouths of Mums to discover who the modern mum was and
how they leverage technology.1
To give you a better idea of the audience that we spoke to, we
have detailed below some of the demographic data that we
collected during the research. The average age of our mothers was
34 years old which is roughly in line with the Australian average
of when mothers now have their first baby which is 27.9 as of
2010.1
The latest census report indicates that there are an average of 1.9
children per family. The sample audience slightly tipped that
with an average of 2.11 children per family.1

REBORN

The over-index on age would lend itself to the assumption that
many of our mothers are onto their second, or third child, if on
average first conceiving at 27. As is detailed in the graph below,
our mums were closely aligned to the socioeconomic make-up
of the broader Australian population and average household
incomes.9 Our sample did however over-index in the less affluent
end of the spectrum of household incomes. The high levels of
smartphone and tablet adoption of our audience and the fact
our sample audience was more representative of a lower socioeconomic spectrum of the Australian population, would suggest
there is little correlation between a lower income resulting
in a lower adoption of technology. This is one of the primary
outcomes that the report set-out to answer.9
We felt that the data supported the assertion that our sample
audience closely represented the average mum and family unit as
compared to the broader Australian population.10


How many children do you have?

What is your age?

6%

What is your age?

22%

40+
36 - 40
31 - 35
25 - 30
16 - 24

22%

29%

7%

2%
1%

31%

17%

21%

41%

n Technology Research
REBORN. - Mums and = 1843


40+

25-30

1

4

36-40

16-24

2

5

3

6

31-35

Average Household Income

REBORN. Survey

ABS Census Data

47%
36%
27% 28%
18% 19%
6%
Below
$70, 000

$70, 000 $100, 000

$100, 000 $150, 000

8%

$150, 000 $200, 000

3%

4%

Above $200, 000

n = 1843


9

12


Mum’s
Technology
With our surveyed mums, it seems that mums of Australia are happy to stay with the tried and tested iOS platform, flying in the face
of global and Australian smartphone adoption trends regarding the dramatic shift recently from iOS to a heavy increase in Android
adoption.1,11,12

What type of smartphone do you have do you have?

1%

2%
5%

Android
iPhone

35%

Windows
Other
Not sure

57%


Global Smartphone Share by OS

Australian Smartphone share by OS

1%
4% 3%

1% 2%
Android

6%

iPhone

13%

Windows
Blackberry

29%
62%

79%

Source:IDC Mobility Tracker Report May 2013

REBORN

Source: Kantar Worldpanel Aug 20133

Other


Tablet
Penetration
Tablet Ownership
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Don’t own

iPad

iPad Mini

Andriod

Windows

eReader

Don’t Know
OS

n = 1843

Perhaps you can draw a number of assumptions from this
observation. Based on research, one of the reasons mums
generally over-index on iOS devices is that they are more likely
to be receiving hand me downs from their spouse, children or
other people in their family. So as other family members might
be upgrading to Android handsets, mum is getting their old iOS
devices. This is an important statistic to take into account when
building mobile optimised and/or native mobile experiences
to connect with mums. Another hypothesis might be that,
due to Apple providing an end to end software and hardware
solution, their OS is invariably more stable, more intuitive and
in general an easier device to use. Hence, having a lower curve of
adaptation, making it easier to adopt to as a first smartphone.
Statistics vary greatly in regards to tablet ownership across
Australia, the most recent ACMA Tablet and Smartphone
report of 2011 - 2012 stated that up to 25% of Australian adults
had used a tablet in the last 12 months13, which is far less than
the 54% household penetration of tablet devices that came from

our research and which is detailed in the chart above.1 There
were some two device households, which may skew household
penetration somewhat but these were, by and large, outliers. It
is hardly a surprise that Tablet adoption is exponentially higher
in households with kids than in the general population. The
format of the platform is so well-suited to children, with intuitive
gestural software, long battery-life, mobile and with a large
touch-screen, making a tablet the perfect accessory for keeping
kids entertained, anywhere a family goes.
The demand from households with children toward tablet
ownership becomes obvious when you conduct a Google search
for ‘kids apps’, which return’s 562 million results. The results are
a mixture of apps, accessories to make tablet more child friendly
as well as a raft of editorial content on which apps and content is
best for specific needs.


13

14


Functions
Favourites
As part of the research we wanted to establish the type of things
mums were doing with their technology, both in regards to
functions but also the relationship that mums had with their
smartphone/tablet in the context of parenting and interacting
with children. The research for the most part supported the
available data which suggests that the device owning mum is
incredibly competent in fully leveraging the benefits that mobile
technology offers, using it to perform many administrative and
organisational tasks. Furthermore mum is using it as a gaming
centre, allowing her to stay connected to her friends and family,
acting as mum’s primary camera, a shopping resource and a way
to entertain and interact with her children. As per the graph
below, looking at the functions and activities that mums use on
their mobile devices, it is apparent that they prize the ability
their smartphones give them to stay connected, entertain their
children, perform administrative tasks on the go, entertain
themselves and shop.1

Our sample audience came back with the following breakdown
of favourite applications (in order).1

When you dissect these habits and behaviours, it demonstrates
how much untapped potential and opportunity there is
for brands to connect with mums through their devices if
approached with reverence to their existing habits.

Other than eBay, and Banking it seems that mums are gravitating
toward their smartphones as a source of entertainment in the
form of snack games and also, largely visual, creative social media
content platforms such as Instagram and Pinterest.1

1: eBay
2: Candy Crush
3: anking (ANZ, Westpac, NAB,
B
Comm Bank etc.)
4: Instagram
5: Pinterest
It is interesting that Facebook is probably the most widely used
mobile app but does not feature in what mums would consider as
their ‘favourite app’ on their devices.
This establishes the paradigm that the apps that mum most likes,
are perhaps different to the ones that they use most regularly.

The report also looked at some of the specific applications that
mum was most inclined to be using on their smart phone devices
in an attempt to establish patterns of adoption. So rather than
just asking them, what apps they used the most we wanted to also
establish the applications and the categories that provided them
with the most enjoyment.1

What type of activities do you perform on your Mobile Devices?
Social Networking

84%

Games for Kids

66%

Banking and Finance

61%

Games for yourself
Utility (Calender / Calculator)
Trading (Gumtree / Ebay)

57%
45%
45%

Maps

39%

Music
Shopping

39%
29%

Finding activities for kids

28%

Planning and Organising

28%

Inspiration (Recipes / DIY / Craft)

27%

News

27%

Educatiuon
Health and Fitness

24%
24%

Video and Media

19%

Directory Service (e.g. Yellow Pages)
Loyalty Cards and Coupons

16%
9%
0%

REBORN

50%

90%


These initial findings offer some interesting insights into how to
best ensure that you are gaining the attention of mums within
their day-to-day smartphone and digital media use:
• Be useful and try to streamline some of the “mundane”
functions mums perform everyday.
• Give her “me time”- utilities, applications and games that may
act as a form of escapism from day-to-day activities.
• Inspire her and give her aesthetically arresting, yet simple to
navigate, single-minded platforms that serve as a source of
creative inspiration.
• Let her purchase through mobile and use that heightened
sense of inspiration to catalyse actual purchases.
• Make it super social. As with Candy Crush as well as
Instagram and Pinterest there is an obvious need for mums to
project, consume and lean on their social networks to provide
validity and assurance. It is apparent that mums prize this ongoing connection to their peers through their technologies
and the social footprint their actions create.


15

16


Frequency
Usage
How many times a day do you use your favourite apps?

mes a Day do you use your Favourite Apps?

13%
2-4 times

Times
Times
Times

36%

19%

5-10 times
10+ times
Once

32%

ms and Technology Research

The research wanted to establish the
frequency in which mums were using
their favourite apps which would provide
an understanding of just how often she is
reaching for her technology, how reliant she
is on it as a tool, and how compelled she is to
feel permanently connected.1
The results show that mums are spending
a significant amount of time on their
smartphones in a typical day, even though
we looked at interactions with just their 3
favourite apps, our results suggest that mums
used those apps an average of 5.5 times a day
and spend roughly 14 minutes per use. This
equates to a total of 1 hour and 17 minutes
per day in which mums used just their three
favourite applications.1

REBORN. – Mums Technology Research

How long do you use your favourite apps per use?

How long do you use your favourite apps per use?

4%
22%

25%

20%

29%

Less than a minute
1-5 than a minute
Less minutes
1-5 minutes
5-10 minutes
5 - 10 minutes
11 - 30 minutes
More than 30 minutes
11-30 minutes
More than 30 minutes

n = 1843

REBORN



As the below graph demonstrates, mums use of their devices correlates with the typical media consumption for most consumers during
a day, with usage peaking in the morning and evening whilst dropping during typical work hours.1

Time of device usage?
70%
60%
53%

58%
50%

49%

37%
30%

10%

Morning

Lunch

Afternoon

Evening

Night

REBORN. - Mums and Technology Research n = 1843

Some would argue that our attachment to technology
has perhaps already gone too far. A recent study from
the Lookout, a mobile security company in the US
conducted a report in 2012 that set out to discover
information about peoples mind-set’s toward our
technology and mobile devices. The report found that
people were starting to exhibit negative emotional
feelings when considering the thought of being
switched off. One particularly disturbing finding was
when respondents were asked to describe how they
would feel if they were separated from their phone.14

How did you feel when you misplaced your phone?

7%

6%

14%

Although this statistic is quite alarming, it does open
up the debate that there are opportunities for brands
to help consumers digitally detox. This can be achieved
by giving consumers tools, content and resources where
they are compelled to switch off and reconnect with
the real world and be intimate with their physical
surrounding and immediate company.

73%

Panicked
Desperate
Sick

Lookout

Relieved


17

Despite the desire to switch off from our devices, it is clear that
brands are yet to scratch the surface of opportunity to truly
integrate into mum’s technological life and social interactions.
There are two KEY opportunities that have presented themselves
from this research:

1: reate inspirational, creative, visual and
C
native content that generates significant
social SOV.
2: ook at mum’s need for utility,
L
entertainment and documentation to
become a key feature of her mobile
device.

20


Mums, Technology
and Children
The research provides a clearer picture of the relationship
between technology, mum and child. We felt it would be useful
to know how technology was shifting the dynamic of how
mother and child connected and if technology was becoming
more heavily integrated into family life and interactions.
Mums have always been one of the first groups to see the benefit
of digital devices and media. Even before the meteoric rise of
social media, mums embraced the opportunity to help each
other gather information from other mums and stay abreast of
the latest trends, tools and advice that peers and professionals are
recommending.16
This was no more apparent than in the recent successes
experienced by some of the large mums platforms such as
Babycentre, Kidspot and Essential Baby, all of which can largely
attribute their success to active audience participation through
forums and chat rooms.16
With the context that mums are established digital pioneers, we
wanted to start to look at the traction that some newer trends
were generating in the community. One that is particularly

interesting is the burgeoning Digital Parenting trend. Digital
parenting is an emerging trend, in which parents are using
technology and more specifically mobile devices for the
following:

1: To help interact with and educate their

children in ways that were previously not
achievable.
2: Helping to keep children entertained

through devices such as tablets and
smartphones, which are invaluable
companions when out and about.
3: hrough interactivity and digital
T
media parents manage their children’s
behaviour.
This is supported by a number of research papers, but one of the
more convincing stats comes from Nielsen in the US, where they
have found that roughly 30% of apps on a parents phone are
either for and or downloaded by their children.17

Others who downloaded apps on your cell phone...
Past 30 Downloads

Children began
downloading apps
on a parents phone
at an average age of
9 years old
13%
8%

Spouse /
Partner

Children

Source: The Nielsen Company

REBORN

6%

Other Family
Members

6%

Friends

Children
downloaded an
average of 30% of
apps on their
parent’s phone


Which activities do you regularly do with your kids?
76%
59%

61%

Outdoor
Games

Park /
Beach

77%

Reading
Stories

Indoor
Games

Playground

62%

Arts
Crafts

77%

43%
25%

Museum / Cinema /
Zoo
DVD

n = 1843

Our research set out to discover in an Australian context,
whether mums are using their mobile devices to connect with,
How far in advance do you
manage, entertain and educate their children’s. The research
attempted to get a holistic idea of both mumprepare activities with your
and child’s
children?
interactions, how they plan those interactions and what role
technology plays in the relationship between mum and child.

How far in advance do you prepare activities
with your children

The report set-out to get an idea of the activities that mums
enjoyed doing and where they enjoyed going with their kids in an
effort to establish the ways that brands could help inspire asLess than a day
well
1 Day
as integrate technology into these experiences. Acting as bridge
-3
to discovery or inspiring mum to make her experiences with2herDays
4 - 5 Days
kids more extraordinary, interactive and fulfilling through digital
A week
touch points.
2 weeks
A month
As demonstrated in the graphs highlighting the types of activities

and the planning regime that mums typically undertake, it is
interesting that most activities are incredibly reactive, with the
majority of activities happening in a period almost immediately
after planning. Although this is in no way unusual as typically a
REBORN. Mums and Technology Research
child’s needs and wants coupled with a parents access -to resources
n = 1843
and time tend to fluctuate day to day and hour to hour.1
However, the reactive nature of their day means that there is
phenomenal opportunity to intercept this target with native
tools, location based resources and a strong, contextual SEM
SEO strategy.

1%

2%
10%
4%

30%

23%
30%


Less than a day

A week

1 day

2 weeks

2-3 days

A month

4-5 days


21

22


Mums, Technology and
their Children (Cont...)

Do you ﬁnd it hard to discover activities to do with your children?

49%

51%

Yes
No

n = 1843

Research that REBORN conducted earlier this year established
that parents were desperate for inspiration and on the spot,
localised advice (UK sample audience).15 This hypothesis
was then supported by the more comprehensive research we
concluded with Mouths Of Mums, with over 50% of the
audience polled in both research pieces suggesting they struggled
to find inspiration for activities to do with their children and
primarily looked to digital platforms and search to help.1
It is fairly confounding that given device adoption and the
reliance that parents are starting exhibit for technology and
digital media that there is not more quality brand activity to help
parents either streamline, stay informed or inspire them in their
roles.

Our research suggests that there are still massive gaps in the
marketplace. This is highlighted by the fact that 51% of our
respondents to our Mouths of Mums research stated that they
find it hard to find new activities to do with their kids.1
After doing an assessment of the available resources and
information on the web REBORN found that no-one is really
satiating the need for parental resources that cater to inspiration
and enhancing the interaction that parents have with their
children. Not to say there isn’t a phenomenal amount of content
out there, but what is out there is difficult to navigate with the
vast majority of services having poor UX and IA across the
board. The other trend that we picked up on is that bloggers
and media sites largely focussed advertorial content artificially
elevating either paid for content or promoted ads which offered
little to no value to their audience.
There is a huge opportunity for brands and businesses targeting
this audience to create well researched beautifully designed and
easy to use resources and platforms.

REBORN


Technology,
Kids Access
There is a huge amount of content that targets parents who
allow their kids access to technology, with a variety of resources
purporting to help parents educate, entertain, and manage
their children’s behaviour. We wanted to validate the level of
permissibility mums displayed in allowing their children access
to their smart devices. It would appear on face value, that there is
more content aimed at kids across digital platforms than there is
time allowed to consume it.
It would appear that the larger opportunity is helping to inspire
parents around interactivity with their children and also time
management, and digital parenting resources. Kids content is
a heavily congested marketplace when you start to look at the
sheer volume across all digital touch points and then add the
context of the limited amount of time that children are allowed
to use technology through the day. From an immediate revenue
perspective, content for kids, perhaps, is a quick win. To build
brands, that target parents, the research suggests that connecting
with mum and helping her form a closer emotional bond with
her children will, in the long run, pay the larger dividend.

What types of things do you let your children
do on your mobile devices?
40%
37%
30%

32%

20%

14%
10%

11%
7%

0%
Games

Educational

Music /
Audio

Video

Books

REBORN. - Mums and Technology Research n = 1843


23

24


Technology,
Kids Access

Do you let your children use your mobile device?

32%
No
Yes
68%

n = 1843

How long are your children allowed to use the smartphone or tablet for?

30%
30%
25%

27%

15%
14%

4%

0%
Less than 5 mins

5-10 minutes

10 - 20 minutes

30-60 minutes

n = 1843

REBORN

More than
60 minutes

26


LOSOPHOMO (Local,
Social, Mobile, Photo)
The other prevalent behaviour around mum’s use of mobile technology is capturing their lives through image and video. It has been
widely documented that for mums there are five prevailing functions of smartphone use that tend to take precedence. These attributes
can be abbreviated to LoSoPhoMo18 standing for: local, social, photo, mobile, which this research tends to support. The report wanted
to not just confirm these behaviours but also establish the platforms and methods that mothers were using to store and share these
images.

I capture my children using my mobile deivce’s?

Where do you share your captured moments?

100
90%

83%

75

%

57%

71%

50

25

22%
8%

5%
0

Camera

Video

Don’t

n = 1843

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Facebook

eMail

Instagram

Don’t

3%

2%

Twitter

Pinterest

n = 1843


Although these statistics seem somewhat obvious, we think it is
important to recognise the roles that particular platforms play in
mums lives. There is a distinct difference to the way that mum is
leveraging each particular network to fulfil different functions.
These are insights that we can then leverage when looking at
developing content strategies for brands and the forms of content
that are going to resonate:1

Facebook
Tools to better create, organise and project their content

Email
A way to connect mum and her peers to long form, shareable
content, that she is more inclined to connect her close friends
and family to.

Instagram
Tools and tips around how to best capture content via Instagram,
as well as inspirational content.

Pinterest
Brand and blogger curated inspirational content.

Twitter
Insufficient penetration.


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Useful

Kleenex Flu Predictor
With the rise of accessible data from the greater web becoming
more and more organised, brands are being given a unique
opportunity to create tools for consumers to better understand
and anticipate the world around them.
Kleenex has done some really interesting work around trying to
give consumers tools to predict the impact of the flu season on
them.

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Using readily accessible tools such a Google’s Flu trends
platform, they have been able to both hyper target media in the
UK using an innovative media buying tool, as well as being able
to give consumers in the US a fantastic tool which gives them
the heads up if they are residing in an area where they have a
high risk of contracting influenza. This allows consumers to take
precautions, as well as stock up on Kleenex.


Aldi Lunch Box App
Not that packing a lunch box is terribly difficult, but it is hard to
keep it interesting and ensure that your kids are getting the right
balance of the recommended food groups. This is a great little
utility from ALDI here in Australia, which allows you to create
profiles around each of your children, both with their likes and
dislikes. The app then not only curates a daily lunch box for your
child with a balanced diet, they also ingeniously compiles a menu
of lunches with a shopping list of the products and produce that
you will need to pick up next time you are at your local ALDI.

The application itself is not particularly well designed, but that
does not seem to have dampened their initial success with the
iOS version receiving 3.5 stars on the app store which launched
earlier this year, with more recently the Android version (already
5,000 + downloads). It is no doubt something they will continue
to improve on.
It doesn’t hurt that they have teamed up with a Kids NGO to
give the tool an added element of credibility.


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32


Useful

Sustagen Appediatra
One of the more painful expeditions for parents is taking their
children to the Doctors surgery. Sustagen Portugal have created
a great platform to help paediatricians in their consultations by
creating an app and character that takes children through the
process of a regular check up. Asking them to perform tasks and
demonstrating things like taking a deep breath. We particularly
like this because it not only aligns Sustagen as a partner to the
medical profession, it makes the trip to the doctor easier for

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both child and parents. It also gives information to the most
influential person in a child’s consumption and nutrition regime
other than their parents, detailed information about Sustagen
and its benefits.


Entertainment

Intel Toshiba The Beauty Inside
Entertainment is probably the least utilised method of
communication to contact mums. This baffles us here at
REBORN. It is not like mums don’t enjoy a good laugh or cry.
Mums just don’t seem to get the same entertainment benefits
through advertising as youth, fashion, car or beer brands.
This discipline is especially sparse in the digital arena. We are
confident though, as more customers go online, brands will need
to discover ways to deliver entertaining content and experiences
to mum using digital.
In saying that there have been some notable executions of late,
irrespective of their audience. One of our favourites leverages the
social nature of the web and it comes from Intel.

Up until our introduction to the characters through the initial
film, this strange existence has not caused the films protagonist
too much trouble. This is until he falls in love and is left with the
challenge of getting his love interest to a) believe his predicament
b) get her to fall in love with him. A beautiful story and bang on
line with the Intel Inside proposition to convey that it is what is
on the inside that counts. Furthermore, because of the diverse
cast, it gave Intel the opportunity through the scripting to have
the audience act out parts of the protagonist’s daily online diary.
Brilliantly thought out, brilliantly executed and fantastically
social.

Basically it is an online drama spread over a number of episodes
about a man who wakes up in a different body every day.


33

34


Entertainment

Kmart #Shipyourpants
As a commendable mention we wanted to highlight Kmart’s
latest campaign out of the US. Which uses some clever word
play to create some hilarious video content that has been really
resonating with audiences across the region. Using comedy to
elevate awareness around some of their key selling points and
demonstrating their everyday savings.

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They have extended the word play from Ship My Pants,
highlighting free delivery, to Big Gas Savings (say that 10 times
fast and you’ll get it) and now the latest but probably least
impressive, a parody on the old ‘Yo Mama’ playground banter.


Digital Parenting

YouTube
What parent in the world now doesn’t turn to YouTube to have a song and dance or a little bit of respite from their kids. From getting
your children to watch episode after episode of miniscule or dancing along in the car to High 5 and the Wiggles. Mobile technology
and digital content have revolutionised the On-Demand nature of how parents connect and entertain their children.

Sesame Street Elmo Calls
Another fantastic development in the digital parenting space
has been things like this awesome Elmo calls app. It is essentially
an application that replicates many of the functions of your
smartphone, only it is Elmo that is on the other end. So imagine
you want you kids to go to the bath at 7pm. You can set an
alert in the app which at 7pm makes it look as though Elmo is
calling. He then instructs you child to go to the bath. Alerts can
be set for a variety of other mundane things you need to often
struggle with your kids to do. There are educational games and
other ways the app helps to facilitate a stronger parent and child
relationship. Elmo has made over 1 million calls since the app
launched, demonstrating the demand for such tools.


35

36


Digital Parenting

Californian Milk Board Milk Stories
Another innovative way that brands are helping to create
resources that make parenting easier is an execution for the
Californian Milk Board, where they have created a number of
interactive stories to help encourage kids to drink their milk. The
insight being that milk consumption and consequently calcium
levels in Hispanic children are low.
This is because culturally, Hispanic community’s are invariably
not large milk consumers. In an effort to reverse this trends, these

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books combine storytelling with a resolution of the protagonist
in each story drinking milk to overcome fantastical challenges
they face, such as getting the monsters out from under the bed
and putting out fires. A great way to educate parents and engage
children around the importance of dairy consumption but at
the same time really hard wiring habituation around specific
consumption occasions and forming an emotional bond with
parent and child.


Huggies Disney Pull Ups App
This is a great app from Huggies combining digital and physical, using their product packaging to create a utility that rewards kids for
their potty training activities. Kids gain rewards for progressing through potty training in the form of congratulatory content from
Disney characters and their progress is also tracked via the app.


37

40


Conclusion

This report has demonstrated that mums are increasingly looking to technology and the web for a variety of solutions. Our research has
shown that technology is an integral tool in mum’s arsenal. She reaches for her technology and the web to save time, stay entertained,
entertain her children, get inspiration, manage her children, streamline daily tasks and uses it as a way to stay connected to peers,
friends and family.
This report demonstrates how critical digital is as a communication channel to connect with mums.

1: ousehold income seems to have very
H
little bearing on access or disposition to
adopt mobile devices (Smartphones and
Tablet).
2: others are incredibly heavy users of
M
their mobile devices throughout the
whole day and across a variety of core
functions.
3: ums are using their devices to
M
streamline administrative tasks,
entertainment, capturing memories,
utility (maps, calendar etc.), inspiration,
connection and social networking.
4: n Australia there is an apparent absence
I
of brand players especially in the utility
and entertainment space that are
truly capitalising on mum’s tech and
connectivity habits.

At REBORN we pride ourselves on being led by strategy to
create innovative digital brand communications. This research
gives REBORN, Lion Co, our partners and industry peers a
strong rationale to begin developing more entertaining, useful
and interesting ways of connecting with mums across Australia.
For digital communications to cut through we have to take
a leaf out of mum’s book. Always be looking for the new, the
functional and interesting. Adapting to the pace of change as
quickly as her children grow.

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5: ums are using technology to keep
M
themselves entertained, educate their
kids, manage their behaviour, teach them
new skills and overall derive enjoyment
from interacting with their kids through
technology together.
6: There is very little activity in targeting

mums through mobile devices. There are
huge opportunities to build relationships
with mums, develop brand equity and
help her to foster emotional connection
with her kids.

42


Acknowledgements
Thanks
to Lion Co. for commissioning the research.
to Mouths of Mums, and their vibrant and passionate community for responding to our survey.
to the team at REBORN for their contribution and dedication

Author Profile
Gual is the Head of Strategy at REBORN, where his role is to
guide, create and execute, communications and digital strategies.
Gual is passionate about the pace of change and increasingly
complex business and consumer landscape, working towards
producing innovative, disruptive and creative solutions.

REBORN

References
1.

REBORN – Mouths of Mums Survey, 2013 – n=1843

2.

DataMonitor - Marketing to Australian Mums Report: http://www.datamonitor.com/store/product/marketing_to_australian_
mums_getting_through_to_the_gatekeepers?productid=CM00167-031

3.

ABS Snap-shot - Value of Goods and Services Produced: http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20
Subject/1301.0~2012~Main%20Features~Value%20of%20goods%20and%20services%20produced%20by%20Australian%20
Industry~240

4.

Marketing to New Mums - Blogpost: http://www.web-design-for-women.com/marketing-to-moms.html

5.

McCann - The Truth About Mums: http://truthcentral.mccann.com/truth-studies/

6.

SheSpot Study - Hooked on Smartphones: www.shespotau.com/SheSpot_Study_-_Hooked_on_Smartphones.docm

7.

Our Mobile Planet Report – 2013, Google, http://www.thinkwithgoogle.com/mobileplanet

8.

Nielsen - Connected Consumer Report: http://www.nielsen.com/au/en/news-insights/reports-downloads/2013/australianconnected-consumers-report-Mar-2013.html

9.

ABS - Australian Social Trends, March Qtr 2012: http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features
30March+Quarter+2012#CHILDBEARING

10. ABS Census Data, 2011, Population and Housing, Basic Community Profile: http://www.censusdata.abs.gov.au/census_
services/getproduct/census/2011/communityprofile/0
11. Kantar Worldpanel Aug 2013: www.kantarworldpanel.com/dwl.php?sn=news_downloadsid=304
12. IDC Mobility Tracker Report: http://www.idc.com/getdoc.jsp?containerId=prUS24108913
13. ACMA - Smartphone trends press release: http://www.acma.gov.au/theACMA/Newsroom/Newsroom/Media-releases/mr52013-smartphones-use-doubles-in-2012
14. Lookout, Mobile Mind-set Study, 2012: https://www.lookout.com/static/ee_images/lookout-mobile-mindset-2012.pdf
15. Google - Consumer Survey REBORN, 2013: http://www.google.com/insights/consumersurveys/view?survey=ml2o2jw3yz2gu
16. Mums Now Report - Social Media: www.mumsnow.com.au/media/MR_New_Australian_Research_100912_sm.pdf
17. Nielsen, parent and children on smartphones: http://www.nielsen.com/us/en/newswire/2011/u-s-parents-say-almost-a-thirdof-the-apps-on-their-phone-were-downloaded-their-children.html
18. What is LOSOPHOMO: http://www.slideshare.net/bellekarma/so-what-is-losophomo

CONTACT
02 8507 6890 (Sydney)
03 8640 4094 (Melbourne)
hello @ reborn.com.au
SYDNEY
Office Address: Level 1, 46-52 Meagher Street, Chippendale, Sydney, NSW 2008
MELBOURNE
Office Address: Level 1/232 Clarendon Street, South Melbourne VIC 3205

Company
information
Registered Business Name:

REBORN Group Pty Ltd

Business Address:

Level 1, 46-52 Meagher Street, Chippendale, Sydney NSW 2008

ABN: 81130923269
Agency Contact:

Sabir Samtani – Director, REBORN

Email:

sabir@reborn.com.au

Phone:

+61 285 076 890

Mobile:

+61 433 182 950

REBORN. + Lion Co - Marketing to Mums in 2014

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