{"id":22742,"date":"2015-04-28T15:09:37","date_gmt":"2015-04-28T19:09:37","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=22742"},"modified":"2015-04-30T10:28:53","modified_gmt":"2015-04-30T14:28:53","slug":"julie-michaelson-head-of-global-sales-babycenter-on-the-millennial-mom","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/new-research-stats\/julie-michaelson-head-of-global-sales-babycenter-on-the-millennial-mom\/","title":{"rendered":"Julie Michaelson, Head of Global Sales, BabyCenter on the Millennial Mom"},"content":{"rendered":"
As 23% of all U.S. births are to Hispanic women and \u00a0marketers looking to reach moms need to understand Hispanic moms, and tailor their message accordingly,\u00a0IAB and BabyCenter just published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms<\/a>, 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\u00a0talked with Jule Michaelson, Head of Global Sales, Baby Center on the (Hispanic) Millennial Mom.<\/p>\n <\/p>\n <\/a>Through a written interview, Portada had the chance to talk with \u00a0Julie Michaelson, Head of Global Sales, BabyCenter<\/a>, who shared her insights on the recently published\u00a02015 State of Modern Motherhood: Mobile and Media in the Lives of Moms<\/a>:\u00a0<\/em><\/p>\n 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 \u00a0moms in general.<\/em>” 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?<\/strong><\/p>\n Julie Michaelson: “<\/strong>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.”<\/p>\n 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)<\/strong><\/p>\n Julie Michaelson:<\/strong>\u00a0“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.”<\/p>\n Portada: You are responsible for Global Sales, How do Hispanic moms (Spanish-dominant\/Bill\/English-dominant) differ from the profile of Latin American moms?<\/strong><\/p>\n Julie Michaelson:<\/strong> \u00a0“<\/em>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.<\/p>\n 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.<\/p>\n Needless to say, this is just scratching the surface.”<\/p>\n IAB and BabyCenter just published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms<\/a><\/p>\n By Joe Laszlo, Senior Director, IAB Mobile Marketing Center of Excellence & Julie Michaelson, Head of Global Sales, BabyCenter.<\/em><\/p>\n <\/a>In February 2015, IAB and BabyCenter published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms<\/a>, a look at U.S. millennial moms and the central role that mobile plays in the things they buy and the media they watch.\u00a0 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.\u00a0 Unless otherwise noted, references to \u201cmoms\u201d and \u201cmothers\u201d throughout this post refer specifically to U.S. moms in the millennial generation, aged 18-32 years old.<\/p>\n [comillas]23 percent of all U.S. births are to Hispanic women[\/comillas]<\/p>\n The Hispanic population is one of the most important demographic groups in the United States today.\u00a0 Among moms this is particularly true:\u00a0 23 percent of all U.S. births are to Hispanic women.\u00a0 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.<\/p>\n The data clearly indicate just how important digital media are for Hispanic moms looking for advice or insights.\u00a0 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 \u00a0moms in general.\u00a0 And this holds true for an array of other digital media.\u00a0 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.\u00a0 While the digital world is important for all moms in the coveted millennial age group, it is particularly so for those who are Hispanic.<\/p>\n And more than PC\/laptop-based digital, mobile is the key medium for Latina moms.\u00a0 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.\u00a0 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.\u00a0 Clearly, even more so than for the average millennial mom, Latina moms are already leading mobile-first, and sometimes even mobile-only, lives.<\/p>\nREPORT:\u00a02015 State of Modern Motherhood: Mobile Media in the Lives of Moms<\/strong><\/h2>\n
The Digital Toolbox is Key for Hispanic Moms<\/strong><\/h2>\n