marketing research by edison company

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Moms And Media 2011
By
Edison Research.
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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About Edison Research
 Edison Research conducts market research
and exit polling, providing strategic
information for businesses and media
organizations worldwide.
 Based in New jersey.
 With an expertise in both quantitative and
qualitative research, Edison works with many
established corporations looking to keep their
edge or expand, as well as young companies
just starting to develop their businesses.
Edison offers expertise in telephone, Internet
and in-person research as well as focus
groups and dial testing.
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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 Edison is also the leading provider of consumer
exit polling and has conducted face-to-face
research in almost every imaginable venue.
Edison Research has conducted research at
leisure locations (movie theaters, golf
courses, health clubs, museums, cruise
ships), transit locations (airports, subway
stations, bus stations, truck stops, school
buses, parking garages, gas stations), retail
establishments (shopping
malls, restaurants, stores), stadiums/arenas
(concerts, sporting events), and many other
locations including office
buildings, conventions/conferences, and medical
centers
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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 Moms And Media: 2011 is a new report
derived from the Edison Research/Arbitron
Internet and Multimedia Research Series.
This study examines the media habits of this
highly sought after demographic group –
where they are ahead of the curve, and where
they lag.
 The report also compares Moms to Dads, as
well as to the general population, with a focus
on what makes Moms and their behaviors
associated with both online and offline media
consumption unique.
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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Key Findings.
 Moms have come to depend on the
Internet for everyday life as their most
“essential” medium.
 Moms spend more time online daily than
the general population, crossing the 2.5
hour threshold in 2011.
 Moms are highly active on Facebook, with
62% of American mothers having a profile
on the popular social networking service.
 Smartphone ownership among Moms has
exploded in two years, with 36% reporting
smartphone ownership (compared to 31%
for the general population).
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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Methodology Overview
 In February 2011, Arbitron and Edison
Research conducted a national telephone
survey (landline and cell phone) of
2,020people aged 12 and older
 The sample yielded 330 Moms
 “Mom” is defined as a woman having a
child under 18 living in her household
 This recent study is one in a series that
has been conducted since 1998 which
allows for tracking data
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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Today’s Mom is “THE”
demographic group to target
 Mom is the Chief Purchasing Officer of the household
 • She has buying power and advertising influence
 • Technology is her friend, not foe
 • To reach her is to understand her
 Marketing to Moms has exploded
 • Internet is key to Mom; she’s online more than average
 • Social networking is changing the pathway to Moms
 • Her cell phone is not just for emergencies; its her connection
and she won’t
 be without it
 Mom is unique in her media habits
 • She embraces modern technology for its convenience
 • But she still engages in traditional forms like radio, striking a
balance that
 suits her busy 2011 lifestyle
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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Employment Status
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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 Age
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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Conclusions
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.