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New Mom Persona
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The New Mom
Attitudes & Behaviours
Digital Behaviours
What information are new moms seeking online?
Where on the web are they going?
- Search engines (Google)
- Commercial websites (e.g. BabyCenter, Parents.com, WebMD)
- Organizational/academic websites (run by government agencies, medical centers, universities, etc)
- Social media
- Youtube
- Mommy blogs
New Moms and Social Media
New moms are highly active on digital media:
- Sharing content
- Seeking information
Source: Edelman, 2015
New Moms and Blogging
New Moms and YouTube
Healthcare Behaviours
The new mom is extremely invested in healthcare
- Making 80% of healthcare decisions
Purchasing Behaviours
Healthcare Activities
- Moms are making 85% of household purchasing decisions
- Frequently seeing HCP (Ob/Gyn, Nurse or Midwife) in third trimester of pregnancy to prepare for labor and delivery
- Seeing HCPs very often at this stage of life (Ob/Gyn during pregnancy, well-baby check-ups with Pediatrician)
Searching for HCPs
Source of info for those seeking HCPs:
Mostly word-of-mouth, 40% claim using ratings websites
Source: Associated Press-NORC Center for Public Affairs Research, 2014
- Takes time to choose the right HCP
Rating Websites: Healthgrades is Most Popular; Yelp Is Most Trusted
Source: SoftwareAdvice.com, 2013
- 64% of moms ask other moms for advice before they purchase a new product, and 63% consider other moms the most credible expert when they have product-related questions
- Is constantly doing her research when it comes to baby's health and newborn care (often online)
- Active on mobile while shopping
Source: BabyCenter/IAB 2015, State of Modern Motherhood
Attitudes
as a New Mom
- Overwhelmed by this new role
- Overwhelmed by information (Drinking from a firehouse of info)
- Keen to learn everything she can
- Most of her fears are related to the health and development of her baby
- Reliant on family, friends, social media, online search, and HCPs for guidance and recommendation for care of their children
On the New Mom:
Our Target Demographic
- Woman aged 28-42
- Likely having her first child
- Household income of $70K+
- Journey referenced: pregnancy to toddler-aged child
- 81% of new moms are millennials (born between 1974 and 1994)
- Average age of the new mom is 28.5
- 57% fall within target market of $70K+ household income (approx 2 million mothers with young children in Canada)
- Focusing on new mothers with children aged 0-24 months
- Advice and support on parenting issues and child development
- Growth/Development tracking
- Breastfeeding advice
- Diagnoses / treatment of specific pediatric health conditions (researching acute symptoms when HCP not available)
- Product information
New Mom on
- Doing more of their shopping online
Source: BabyCenter/IAB 2015, State of Modern Motherhood
Parenting searches related to health trump all others, but we see specific differences by stage:
- New moms most interested in weight
- Toddler moms most concerned with fever
Source: Google Data, January–April 2014, Search Interest Share, United States.
- 2.7 times more likely than non-parent to search on mobile
- 72% of baby development searches were on mobile in Q1 of 2014 (Google data)
Overall Growth in Searches by Device in the Maternity and New Parent Category
Source: Google Data, July 2007-March 2014, Indexed Search Query Volume, United States.
Of those moms who search for answers to their questions online, 3 in 5 turn to video in particular
Source: Google/Ipsos MediaCT, Moms Audience Study, July 2015
Well-Baby Check-Ups
- Well-baby check-ups with Pediatrician
- Attendance to pre-natal classes is dependent on:
- Region - 72% of pregnant women in York region attended vs. 30% in Eastern Ontario.
- Ethnicity - US study found Caucasian women were twice as likely to have attended as compared to African American
- Education - less educated women were less likely to have attended
- Pre-natal classes
Source: beststart.org
Lifestyle Changes
- 81% of women in early pregnancy comply with at least 3 diet/lifestyle recommendations
- Younger women with less education are least likely to comply with public health recommendations
- Prenatal check-up with Ob/Gyn in early pregnancy
Most adhered-to lifestyle changes:
- Quit smoking
- Reduce alcohol consumption
- Reduce caffeine consumption
- Eat five portions of fruits/vegetables per day
Source: Crozier, et al. Paediatr Perinat Epidemiol, 2009
- Moms are 27% more likley to visit Blogger and 26% more likely to visit WordPress than general population (2).
- Many moms may actually start a blog themselves:
Sources: 1. thenext.com (2012)
2. Nielsen (2012)
Social Media Stats
Moms are using different social media platforms in different ways
Facebook is used to socialize/share
Parenting websites (BabyCenter) is used more for support and information
- New moms are more than twice as likely than the general population to visit and participate on social media websites (1).
- Have on average 3.4 social media accounts (2).
- Spend on average 17.4 hours per week using social media (2), ~40% more than general population (3).
Sources: 1. Experian Marketing, 2013.
2. Weber Shandwick
3. GWI Index, 2015
Source: BabyCenter 21st Century Mom® Insights Series, 2013 Social Mom Report, April 2013.
- Buying many new products, from pregnancy to motherhood
- Are price-conscious