Introducing the Alpha Mom

1
Moms and the Internet

• Introducing the Alpha Mom
• October, 2006

2
Millions of Moms Go Online Every Day

• 32mm moms went online in 2005 (US)
• 18 of total online population were momsSource
  eMarketer 2006, Women With Children Under 18

Moms and the InternetWe wanted to learn more
about this vital audience to help our clients
reach them more effectively, efficiently and
profitably
3
The Agenda

• Moms Online Behaviors Frequency, attitudes,
  primary purpose, key activities,
  products/services researched and purchased
• Sources of Parenting Information
• Introducing Alpha Mom
• Rules for Engaging the Alpha Mom

4
Methodology

• In conjunction with DJG Marketing and Beta
  Research, Kaboose executed a survey of Moms on
  the Internet using the following methodology
• 5,736 email invitations were sent to Beta
  Research panel members who had been previously
  identified as females born in the US.
• 2,732 replied for a response rate of 47.6
• 1,196 of these respondents completed the survey
  and qualified as Mothers Ages 25-54 with Children
  Ages 3-12 in the Household

5
Our Research Partners

• DJG Marketing LLC. djgmarketing.com
• DJG Marketing has extensive experience in
  audience study design, execution strategy,
  analysis and development into effective sales
  tools. With an extensive background in a wide
  array of consumer segments, including work for a
  number of Parenting and Family media properties,
  DJG has a keen understanding of the key question
  areas and industry standards that drive marketing
  decisions. Past clients include top media
  companies such as Conde Nast, Meredith, Hachette,
  The New York Times Company (including About.com)
  and media trade groups such as the Magazine
  Publishers of America (MPA) and the Online
  Publishers Association (OPA).
• Beta Research Corp. nybeta.com
• Beta Research Corp. has been fielding custom and
  syndicated studies since 1970, and is a full
  service market research firm. Its methodologies
  span both qualitative and quantitative
  approaches. Clients include pharmaceutical
  companies, consumer goods manufacturers,
  healthcare organizations, media companies, direct
  marketers and ad agencies Clients have included
  MTV Networks, Meredith Corporation, Conde Nast
  Publishing, Kimberly-Clark Kraft Foods, and
  Johnson Johnson.

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How Often Do Moms Use the Internet?

• Moms spend an average of 22.4 hours a week on
  the Internet

0.5
0.1
4
13
83Several Times a Day
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
7
How Do Moms Feel About the Internet?
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
8
Why Do Moms Use the Internet?
Entertain myself
2
3
Seek information formy own personal needs(not
for my children)
8
41 ENTERTAIN MYSELF
Seek information formy family/parenting needs
23
None of the above
23
Communicate with othermothers like me
Entertain my children
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
9
What Activities are Moms Doing Online?
6X OR MOREPER WEEK
6X OR MOREPER WEEK
33
Participate in an online community
63
Get world, national and local news
30
Read/post blogs
56
Participate in Incentive/Rewards Program
27
Participate in bulletin boards/chat rooms
49
Online banking/ pay bills
25
Download photos and share them
49
Enter sweepstakes/contests
20
Email newsletters
48
Forward an online article, recipe, etc.
18
Download articles
43
Research products /services
16
Maintain a home page/personal website
39
Get discounts, coupons
38
Instant Messaging
16
Online Auction/Ebay
35
Play games myself (like Suduko, Bingo)
15
Purchase products/services
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
10
What are Moms Researching and Purchasing?
Online and Offline Purchases Base US Women Ages
25-54 with Kids Ages 3-12 in Household
11
Where Do Moms Get Parenting Info?
12
But, Not All Moms are Alike

• Some moms use the Internet more extensively to
  navigate and enhance their families lives
• They communicate more frequently with other moms
  like them
• They search for parenting and family information
  more frequently

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We Call Them Alpha Moms
ALPHA MOM INDEX vs. ALL MOMS
Communicate with other mothers like me
240
Seek information for my family/parenting needs
177
75
Entertain myself
72
The Internet has increased my desire to research
and learn
52
Seek information for my own personal needs (not
for my children)
52
Entertain my children
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
14
Alpha Moms Defined
Participated in 10 or more types of online
activities, 10 or more times in the past month
Get sports information/scores
Research travel destinations/ideas
Get world, national and local news
Adult health information
Get info about the latest entertainment gossip
Childrens health information
Cooking/baking advice/recipes
Health and beauty advice
Alpha Moms make up 15 of total Moms
Create and get ideas for scrap books of my photos
Download articles
Read/post blogs
Submit online ratings and reviews
Get discounts, coupons
Online banking/ pay bills
Find arts and crafts activities for my family
Holiday celebration ideas
Email newsletters
Forward an online article, recipe, etc.
Online stock research/transactions
Participate in an online community
Participate in Incentive/Rewards Program
Online Auction/Ebay
Get advice from an expert for my kids
Purchase products/services
Participate in bulletin boards/chat rooms
Take courses/education
Get expert advice for my family
Research products/services
Get parenting information
Get weather information
15
Alpha Moms are Leaders
154
I like being in charge of a group
139
I keep my kids busy all the time with lots of
different activities and lessons
138
I am continuously looking for ways to improve my
educational background so I can accomplish more
in life
128
I like to try new products first
119
I like being physically active
119
I have lots of ideas about what to do with my kids
116
I frequently research the movies, books and video
games before I give permission for my kids to
view them
115
I enjoy doing crafts projects with my kids
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
16
Alpha Moms Spends More Time Online
WHO AGREE
WHO AGREE
ALPHA MOM INDEX vs. ALL MOMS
ALPHA MOM INDEX vs. ALL MOMS
120
2-3 times a week
114
Several times a day
35
Once a day
16
4-6 times a week
0
1 time per week or less
Alpha Moms spend an average of 33.4 hours a week
online versus 22.4 hours for total moms
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
17
Alpha Moms Rely on the Internet
WHO AGREE
ALPHA MOM INDEX vs. ALL MOMS
195
I enjoy spending time discussing family matters
with other mothers online
183
The Internet helps me relate to my kids
163
For information about parenting and family
activities, the first place I turn to is the
Internet
147
I consider the time I spend on the computer with
my kids to be an important part of my family
experience
135
Lets me get expert advice for my family
132
The Internet allows me to pursue and share my
hobbies or interests more easily
127
I go online to find educational activities for my
children
124
I spend less time watching TV because of the
Internet
114
I spend less time reading magazines because of
the Internet
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
18
Alpha Moms Do More
ALPHA MOM
ALPHA MOM
Get advice from an expert for my kids Get advice from an expert for my kids 592
Holiday celebration ideas 584 584
Get expert advice for my family 583 583
Adult health information 538 538
Research travel destinations/ ideas 533 533
Childrens health information 513 513
Get parenting information 512 512
Find arts and crafts activities for my family 507 507
Send Electronic Greeting Cards 496 496
Find entertainment for my family 488 488
Download articles 466 466
Download music 451 451 451
Submit online ratings and reviews Submit online ratings and reviews 435 435
Take courses/education 431 431 431
Email newsletters 404 404 404
Cooking/baking advice/recipes 385 385 385
Get Homework help 381 381 381
Pursue a hobby or interest 348 348 348
Maintain a home page/personal website 344 344 344
Research products /services 337 337 337
Puzzles/trivia Puzzles/trivia Puzzles/trivia 319
Forward an online article, recipe, etc. Forward an online article, recipe, etc. Forward an online article, recipe, etc. 245
Base US Women Ages 25-54 with Kids Ages 3-12 in
Household
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We Know a Lot About Alpha Moms

• While Alpha Moms represent

15 of total moms on the Internet
They represent 27
of the Kaboose audience.
20
Kaboose Moms PutFamily First
who have any (net)
166
150
69
67
Online and Offline Purchases Base US Women Ages
25-54 with Kids Ages 3-12 in Household
21
Solutions
22
Solutions
23
Interactive
24
Interactive
25
Connect and Communicate
26
Expertise
27
Expertise
28
Feedback
29
Enhance her life
30
Enhance her life
31
Integrate
32
Integrate
33
Integrate
34
Integrate
35
Integrate
Expandable PointRoll targeted to contextually
relevant areas of the site. Video Content and
Sweepstakes drives engagement, interaction, and
new leads. Differentiates CBR from its
competition.
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Our Rules for Engaging the Alpha Mom
1.

• Make it actionable Alpha Mom wants solutions.
• Make it interactive.
• Satisfy her need to connect and communicate.
• Speak to her as an authority. Alpha Mom wants
  trusted expert advice.
• Empower her with a feedback mechanism.
• Provide information that enhances her family
  life. Alpha Mom seeks ideas and inspiration for
  offline activities to share with her family.
• Integrated advertising messages into trusted
  editorial content.

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