SymphonyIRI presents overview of the Connected Mom - presented at MobiU2012 Mobile Moms 101 on June 21, 2012

1. 1 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
Srishti Gupta
U.S. Moms and Mobile Usage
The Anywhere, Anytime Connected Mom
EVP, New Media Solutions

2. 2 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
Growing ubiquity of mobile access for U.S. Moms
46%
54%
Own a smartphone
Do not own a smartphone
Source: comScore MobiLens Audience Profile - May ‘12
90% of U.S. Moms
using a smartphone
access the Internet
iPhone and Android (Google)
platforms are leading
smartphone adoption
Up 11% vs. last year

3. 3 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
Internet access via smartphones has past the tipping point…
everyone is on
• With busy lives and
added responsibilities,
moms are using their
smartphone to
communicate and gather
information to manage
their homes
Almost 90% of moms using smartphone access the
internet via a browser or app
53% of moms “don’t know how they managed their life
prior to having a smartphone”
Source: BabyCenter ‘12 American Media Mom

4. 4 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
Smartphone usage during shopping trips is viewed as a necessity
and service
Source: BabyCenter ‘12 American Media Mom
comScore State of the U.S. Retail Economy
… and she’s most likely vs. others
to use while shopping (42% vs.
39%)
Feeling rushed and looking for deals are
synonymous with motherhood
How is mobile making her life easier?
InStoreAtHome
46% seek product info online 80% more likely to scan QR
codes
50% prefer to shop exclusively
online
36% more likely to make a
mobile purchase

5. 5 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
Mobile marketing messages are viewed as an aid, not annoyance,
while shopping
Almost ½ of American moms took
action after being exposed to mobile
advertising
31% purchased the product later in
store
31% visited a mobile website
Source: SymphonyIRI Group – ’11 Social and E-Commerce Survey
BabyCenter ‘12 American Media Mom
Unlike the general pop, moms prefer
for retailers and brand manufacturers
to connect with her quite often…
… but, you must provide useful
information
4x-6x wk
137
2x-3x wk
128
Everyday
130

6. 6 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
If you make shopping easy for her… she will buy
What is she looking for?
Coupons Product Information
Special Nearby Deals
Source: SymphonyIRI Group – ’11 Social and E-Commerce Survey
BabyCenter ‘12 American Media Mom
How will she use them to make life a little
easier?
Purchase everyday
items in bulk
Household Cleaners -
Every 2-3 mos.: 127
index
Take a little time just
for herself
Beauty Products - Every
2 weeks.: 149 index

7. 7 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
Moms like to receive and share information with other moms…
and social connectivity via her mobile is making it easier
• Social platforms allow her to easily connect with her circle…
– 80% visit social sites via their smartphone
– 73% like to get recommendations from other moms prior to product purchase
Moms really “like” Facebook (72% like a
brand), but don’t like being sold products and
services. Instead, she wants… the deal
(71%) and information (59%)
Source: SearchEngine Watch
TechCrunch
Women are driving Pinterest growth (80%),
especially moms. Of Moms surveyed, they
like to organize their interests (68%) and post
their favorite foods and recipes (91%) to share
with other moms.

8. 8 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
What can we do to help mom at the end of the day?
EMPOWER HER!
Meet her where she’s looking for information to make your product/service her #1 choice
Sweeten the deal!
Make her at ease with
trying your product/
service with digital
coupons she’s eager to
use
Do other moms
know?
Confirm her choice by
ensuring other moms
are your advocate
Provide quick,
digestible and relevant
information
Place your
product/service at the top
of her consideration set
Make is easy to buy
online or in store.
Make her shopping
experience fast and
seamless.
Her Mobile Path To Purchase