Reborn + Lion Co uncover how brands can better use technology to connect with mums in 2014
Reborn has partnered with Lion Co to uncover how brands can better use technology to connect with Mums in 2014.
In 2013, mums in Australia have controlled a massive $132 billion dollars worth of spending, making them a consumer force to be reckoned with. To put this into perspective; If mums were an industry they would be the largest single contributor to the GDP in Australia.
With the power mums yield it is imperative that brands and businesses connect with mums with communications they value, fostering positive brand sentiment, insulating them from price sensitivity at shelf and instilling loyalty.
Regardless of the age of a child, mums’ reliance on technology is increasingly dominated by their mobile devices.
So what does this mean for marketers?
For busy Australian mums, their mobile phone helps streamline almost all aspects of their lives and presents the biggest opportunity for brands to reach them and connect interactions to sales. With this in mind for 2014 marketers should be ensuring that mobile is included in as many marketing activities as possible.
The opportunity for marketers moving into 2014 is to put more emphasis on mobile as a strategy to build relationships with mums, develop brand equity and help her to foster emotional connection with her kids.
The research conducted revealed five key insights:
1. Household income seems to have very little bearing on access or disposition to adopt mobile devices (Smartphones and Tablet).
a. 93 % of the Mums we surveyed had a Smartphone
b. 55% of Mums we surveyed had a tablet in the household
2. Mothers are incredibly heavy users of their mobile devices throughout the whole day and across a variety of core functions.
a. Top 5 Favourite Functions; 1: Social Networking; 2: Games for Kids; 3: Banking and Finance; 4: Games for yourself; 5: Utility (Calender / Calculator)
b. 90% of mums capture photos of their kids using their smartphone
c. 71% of mums capture videos of their kids using their smartphone
d. Mums share their memories primarily using; 1: Facebook; 2: Email; 3: Instagram
3. Mums are using their devices to streamline administrative tasks, entertainment, capturing memories, utility (maps, calendar etc.), inspiration, connection and social networking.
a. Their favourite apps were; 1: eBay; 2: Candy Crush; 3: Banking (ANZ, Westpac, NAB, Comm Bank etc.); 4: Instagram; 5: Pinterest
b. Mums use their favourite apps 5.5 times a day each and spend roughly 14 minutes per use.
4. In Australia there is an apparent absence of brand players especially in the utility and entertainment space that are truly capitalising on mums’ tech and connectivity habits.
a. 51% of mums said they struggle to find inspiration for activities to do with their children
5. Mums are using technology to keep themselves entertained, educate their kids, manage their behaviour, teach them new skills and overall derive enjoyment from interacting with their kids through technology together.
a. 68% of Mums let their children use their mobile devices
b. Allowing them to use the devices for; 1: Games; 2: Educational; 3: Music / Audio; 4: Video; 5: Books
