Julie Michaelson, Head of Global Sales, BabyCenter on the Millennial Mom
As 23% of all U.S. births are to Hispanic women and marketers looking to reach moms need to understand Hispanic moms, and tailor their message accordingly, IAB and BabyCenter just published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms, a look at U.S. millennial moms and the central role that mobile plays in the things they buy and the media they watch, specifically among U.S. moms in the millennial generation, aged 18-32 years old. Portada talked with Jule Michaelson, Head of Global Sales, Baby Center on the (Hispanic) Millennial Mom.
Through a written interview, Portada had the chance to talk with Julie Michaelson, Head of Global Sales, BabyCenter, who shared her insights on the recently published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms:
Portada: "71 percent of Spanish-preferred Latina moms seek expert advice on parenting websites weekly or more often, as compared to 60% of English-preferred moms in that demo, and only 49% of moms in general." This seems to suggest that Spanish-language media works better for Hispanic moms, but isn't the proportion of Spanish-dominant decreasing vs. bilingual and English-dominant moms?
Julie Michaelson: "I wouldn't necessarily correlate this finding with the idea that Spanish-language media works better for Hispanic moms. What we've discovered is that a mix is often the most effective way to reach millennial Latina moms in the U.S. It's one of the reasons that BabyCenter launched a special Spanglish blog on our Hispanic site -- capturing the way that a growing set of moms really speak, fluidly moving from Spanish to English and back again to Spanish."
Portada:Hispanic millennial moms do surprisingly little mobile shopping. Why do you think this is (cause when it comes to mobile adoption Hispanic moms lead)
Julie Michaelson: "BabyCenter has seen this audience embrace mobile content across the board -- but obviously brands and e-commerce players need to adapt their mobile strategies to focus on Hispanic millennial moms. There are challenges though. For example, a recent Nielsen study showed that the Hispanic population in the U.S. is less inclined to use credit cards than the general population, and they shy away from mobile banking as well. So, transactions on smartphones might not be the norm for the demo. Still, this is clearly a tremendous opportunity for marketers and retailers -- and with mobile shopping providing busy moms with easy access to buying what she needs anytime or anywhere, targeting Latina millennial moms might prove to be a strong entry point into the broader Hispanic community."
Portada: You are responsible for Global Sales, How do Hispanic moms (Spanish-dominant/Bill/English-dominant) differ from the profile of Latin American moms?
Julie Michaelson: "There are a myriad of differences. For example, earlier research from BabyCenter shows that Latin American moms are much more likely to work outside of the house than Hispanic moms in the U.S. This means that time is a vital commodity for Latin American mothers -- so it's imperative that brands respect the importance of giving these moms what they need exactly when they need it.
When it comes to resources though, Latin American moms are often living close to family, who can offer guidance and help. Hispanic American moms are typically living further from family members, so they may be more inclined to turn to different resources like online support from experts and other moms.
Needless to say, this is just scratching the surface."
REPORT: 2015 State of Modern Motherhood: Mobile Media in the Lives of Moms
IAB and BabyCenter just published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms
By Joe Laszlo, Senior Director, IAB Mobile Marketing Center of Excellence & Julie Michaelson, Head of Global Sales, BabyCenter.
In February 2015, IAB and BabyCenter published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms, a look at U.S. millennial moms and the central role that mobile plays in the things they buy and the media they watch. We decided to dive back into the data for another look, this time specifically at Hispanic millennial moms, to compare how their use of mobile and media stacks up against the average millennial mom. Unless otherwise noted, references to “moms” and “mothers” throughout this post refer specifically to U.S. moms in the millennial generation, aged 18-32 years old.
23 percent of all U.S. births are to Hispanic women
The Hispanic population is one of the most important demographic groups in the United States today. Among moms this is particularly true: 23 percent of all U.S. births are to Hispanic women. So any marketer looking to reach moms needs to understand Hispanic moms, and tailor their message accordingly, or they risk missing almost one in four of their target audience.
The Digital Toolbox is Key for Hispanic Moms
The data clearly indicate just how important digital media are for Hispanic moms looking for advice or insights. 71 percent of Spanish-preferred Latina moms seek expert advice on parenting websites weekly or more often, as compared to 60% of English-preferred moms in that demo, and only 49% of moms in general. And this holds true for an array of other digital media. Among Spanish-preferred Hispanic moms, 60% turn to mom blogs, 52% turn to other parents on parenting social media, and 45% look to parenting or baby apps. While the digital world is important for all moms in the coveted millennial age group, it is particularly so for those who are Hispanic.
And more than PC/laptop-based digital, mobile is the key medium for Latina moms. As the table below shows, PC ownership drops for Hispanic mothers relative to moms in general, and indeed, the Spanish-preferred segment is almost equally likely to own a tablet as a laptop/PC. Moreover, 36 percent of Latina moms rely on a mobile device (smartphone or tablet) as their sole internet connection--more than 2.1 times the rate of moms overall. Clearly, even more so than for the average millennial mom, Latina moms are already leading mobile-first, and sometimes even mobile-only, lives.
|Smartphone||Laptop / PC||Tablet||Smartphone or Tablet ONLY, no Laptop/ PC|
|US Millennial Moms||90%||83%||57%||17%|
|US Hispanic- MM||91%||73%||54%||27%|
|English Preferred US Hispanic MM- Spanich Preferred||75%||53%||49%||38%|
Hispanic Mom Media Time Goes Very Mobile
As a mobile-first demographic, it’s unsurprising that Hispanic moms spend even more media time on their mobiles than the average mother does. While millennial moms estimate they spend about 2.8 hours daily online via smartphone or tablet, English-preferred Latina moms of the same generation spend 3.2 hours, and those who prefer Spanish spend 4 hours that way. In fact, the latter group spends 37% of their media time with mobile.
In addition, Spanish-preferred Hispanic moms are remarkably heavy users of both TV and mobile media, reporting about 11 hours of total daily media time, as compared to 8.9 hours for American moms in this age range overall.
Of course, the only way a busy mom could possibly spend that much time with media is through significant multitasking, and Hispanic moms are true experts at that. About 53 percent of this demo always or often use their smartphones while also watching TV, comparable with the average mother. One area where Hispanic mothers are distinctive is in watching online video while watching TV. While 33% of moms overall watch online video on their phones while watching TV, the number jumps to 42% with Latinas.
But Hispanic Moms Present Untapped Mobile Shopping Opportunity
While they have definitely embraced mobile media, Hispanic millennial moms do surprisingly little mobile shopping. For example, 51% of moms overall say they use their mobiles to help them search for better prices, as compared to 40% of English-preferred Hispanic moms, and only 39% of those who prefer Spanish.
Similarly, although 62% of moms overall look for and download mobile coupons, only 31% of the Hispanic segment does, and while 44% of U.S. mothers search for and read product reviews, and 40% of English-preferred Latina moms do so, and only 27% of those that prefer Spanish use this mobile capability.
Hispanic millennial moms do surprisingly little mobile shopping
We think this is a big untapped opportunity for marketers to influence their shopping habits via mobile. This adoption gap would quickly close if Hispanic millennial mothers were more aware of such services and capabilities, and if they were more widely available in Spanish. Marketers should not overlook this opportunity to influence this demographic’s shopping decisions.
Digital Advertising is a Great Way To Attract Hispanic Moms’ Attentions
In the State of Modern Motherhood report, we observed that millennial moms were much more likely than Gen X moms to say they frequently notice digital and mobile ads. That’s even more true of Hispanic millennial moms. Fifty-six percent of them say they frequently notice digital (laptop/pc, smartphone, or tablet) ads, as compared to 44% of millennial moms overall. And over half (52%) of Latina Hispanic moms frequently notice mobile ads, as compared to only 37% of all moms . That is on par with the percentage of Hispanic moms who said they notice TV ads (50%). Clearly, for marketers reaching this important segment of U.S. moms, mobile is a key media channel.