Clicks & Cravings: Social Media & Moms by MSL Global

July 2012 | A HARTMAN GROUP & MSLGROUP AMERICAS STUDY

CLICKS & CRAVINGS: Social Media & Mom

MSLGROUP FOOD & BEVERAGE SPECIALTY Food and beverage marketing and PR

Offices nationwide

â&#x20AC;˘ Category leader in digital food and nutrition communications

Clients nationwide from farm to fork, consumer and industry focused

Part of MSLGROUP, a top-five global PR and events marketing firm

Registered Dietitians on staff; in-house culinary and nutrition center

Under the Publicis umbrella

Click & Cravings: Social Media & Mom

ÂŠ 2012 The Hartman Group, Inc.

Proprietary Moms Data and Insights from Clicks & Cravings A Hartman Group and MSLGROUP AMERICAS Syndicated Study

In tandem with smart communications counsel, the Clicks & Cravings report is a powerful tool to help brands strategize their approach to social and digital media.

CLICKS & CRAVINGS: The Impact of Social Technology on Food Culture

Click & Cravings: Social Media & Mom

QUALITATIVE AND QUANTITATIVE STUDY Ethnographic, in-home studies • 25 studies in Seattle and Chicago • Diverse sample (generation, children, SM and food engagement) • $60,000+ HHI (excepting younger Millennials) • Visit followed social media fast and feast

National online survey • December 2011; 1641 U.S. online adults, 18-64, nationally representative (including 1164 females; 404 moms with kids under 13) • Both users and non-users of social media

What it isn’t • Analysis of web traffic and usage data • Review of best practices among food & beverage marketers

Click & Cravings: Social Media & Mom

Key findings about Moms, a critical segment for food & beverage marketers

• Moms continue to play a central role in household grocery shopping and food preparation • Attractive target for interactive marketing and earned‐ media campaigns • High engagement with social media/social networking and mobile technology • Diminished use of television

Click & Cravings: Social Media & Mom

How Moms differ from women without children

• Moms are motivated by solving family needs • More engaged with social networking and online sources for meal planning advice, recipe or food preparation tips, and online coupons for savings • Compared to men, Moms tap social media more to explore new foods for home prep, less to discover new restaurants to try

• For older Moms, especially, motherhood is a key impetus for social media engagement • Inform their shopping decisions with crowdsourced product reviews • Share daily parenting experiences with family/friends via social networks

• Millennial Moms are the most interested in using online networks and resources for meal planning, new restaurants to try, learning about new foods or nutrition Click & Cravings: Social Media & Mom

How Moms differ from women without children

• Moms are connecting while shopping more than women without children • Calling or texting someone at home about needed items still the primary use • Also using phones for shopping lists, social media connection, recipes, coupons

• Moms, especially Millennial Moms, are more willing to connect with food and beverage brands via Facebook • Key to engagement: Finding the right voice and the desired mix of savings and information

Click & Cravings: Social Media & Mom

The Connected Mom

Click & Cravings: Social Media & Mom

ÂŠ 2012 The Hartman Group, Inc

Moms continue to be responsible for a large portion of their household’s grocery shopping and food Parents who say they do MOST (more than 60%) of their family’s shopping and cooking 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

M I L L E N N I A L M O M S

M I L L N N I A L D A D S

G E N X

M I L L E N N I A L

M O M S

D A D S

M O M S

Do most of HH grocery shopping

M I L L N N I A L D A D S

G E N X

M O M S

D A D S

Prepare most of kids food

S9. “How much of your household's food and beverages shopping are YOU responsible for?” S10. “When it comes to preparing foods and beverages for your child(ren) at home who are younger than 13 years, how much of this do you do as opposed to other adults?” Moms of 0‐12 year olds n=404, Dads of 0‐12’s n=110. Click & Cravings: Social Media & Mom

Moms rely on a broad support network, but for parenting Moms lean on family, close friends and doctors the most People relied on as a source of information or inspiration by Moms of children less than 13 years old Family members who I don't live with

30%

55%

My 10 closest friends

40%

Doctors, pediatricians, or health professionals

School-teachers, pastors or other community leaders

28%

59%

Family members I live with

Friends other than my 10 closest friends

Portion relied on for parenting

32% 12% 15%

Neighbors 9% Workplace or professional colleagues 12%

19%

87% 85% 80%

51%

41%

29%

68% = 59/87 65% 50% 64% 29%

32%

45%

23%

32%

28%

20%

31%

37%

18%

Experts...who make their living providing advice about 14% 16% 30% things I'm interested in People I don't know personally but who share my 19% 9% 28% interests or situation in life A club or group that connects regularly for fun or 7% 11% 19% support

46% 32% 39% 14%

Roommates 1% 9% 10%

Resources for parenting

Other resources

= Top 3 most likely to be relied on for parenting = Bottom 3

N4. Which, if any, of these resources have you used or relied on at any time during the past 12 months, as a source of INFORMATION OR INSPIRATION? N4A.Which, if any, of these has been a source of information or inspiration for you when it comes to PARENTING? Moms w/Children < 13, n=404. Click & Cravings: Social Media & Mom

Moms have adopted social networking at similar rates as other women. Seven-out-of-eight online moms use Facebook each month. Seven‐out‐of‐eight online moms use Facebook each month.

Sites/Resources used in past 30 days 84% 88%

Facebook 27% 28%

Google+ (i.e. Google's new social website)

22% 23%

Twitter Linkedin Myspace

16% 12% 10% 11%

Windows Live Profile

8% 8%

Total Female Adults

7% 7%

Moms w/Children < 13

Renren

1% 1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N4. “Which, if any, of these specific sites, services or tools have you used during the PAST 30 DAYS?” (Yes) Total Females n=1134, Moms w/Children < 13 n=404. Click & Cravings: Social Media & Mom

Moms represent the most engaged social networking adults

Mean Hours Per Month Social Networking Online

18.4

Moms with kids>13

15.2

Moms with kids<13

14.0 8.4

Women 18-64 Men 18-64

NX2. “Approximately how many hours would you say you engage in each of these activities on average during a typical week?” Base: All respondents (those who indicate no usage per NX2 assumed to use 0 hours). Monthly estimate = weeklyx4. Moms with kids 0‐12, n=404; Moms with kids 13‐17 but not 0‐12, n=117;. All women 0‐64, n=1134, All men 18‐64yo, n=507. Click & Cravings: Social Media & Mom

Almost half of all Moms check their online social networks every day Activities engaged in daily Read/browse postings contributed by others on a social networking site or tool such as Facebook, MySpace, LinkedIn, or Twitter

41% 44%

Contribute online 'Likes,' '+1's' or other simple or easy recommendations of items to people I'm connected with

24% 27%

Contribute written entries on a social networking site or tool such as Facebook, MySpace, LinkedIn or Twitter

22% 25%

Contribute comments to a discussion on a website, online community or blog I follow closely

9% 12%

Post photos or videos to share through social networking sites such as Facebook, MySpace, LinkedIn or Twitter

9% 11%

Total Female Maintain my own blog (through WordPress, Blogger, Tumblr or similar) (n9)

6% 6%

Moms w/Children < 13

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% N9. “During the past 12 months, how often have you engaged in each of these activities on average?” (Combined: Almost daily + More than once a day) Total Females n=1134, Moms n=404. Click & Cravings: Social Media & Mom

Moms read and contribute to online review resources regularly Activities engaged in weekly

35%

Read reviews contributed by other users on a shopping, travel, food or entertainment website such as Amazon or Yelp

42%

Total Female Adults Moms w/Children < 13 18%

Contribute product reviews to a shopping, travel, food or entertainment website such as Amazon, AllRecipes or Yelp

23%

10%

20%

30%

40%

50%

N9. “During the past 12 months, how often have you engaged in each of these activities on average?” (Combined: Almost daily + More than once a day + 2‐3 times a week + Once a week; ) Total Females n=1134, Moms n=404. Click & Cravings: Social Media & Mom

Motherhood is an important impetus to use review sites, and for Gen-X Moms to share photos with their social networks and share ideas in online discussions Moms Social Media Usage Index Millennial Moms Gen-X Moms (Index vs All Millennial Women) (Index vs All Millennial Women) Read reviews contributed by other users on a shopping, travel, food or entertainment website such as Amazon or Yelp

130

Contribute product reviews to a shopping, travel, food or entertainment website such as Amazon, AllRecipes or Yelp

126

Post photos or videos to share through social networking sites such as Facebook, MySpace, LinkedIn or Twitter

103

Maintain my own blog (through WordPress, Blogger, Tumblr or similar)

103

Contribute online 'Likes,' '+1's' or other simple or easy recommendations of items to people I'm connected with

103

Contribute comments to a discussion on a website, online community or blog I follow closely

103

163

105

Contribute written entries on a social networking site or tool such as Facebook, MySpace, LinkedIn or Twitter

Read/browse postings contributed by others on a social networking site or tool such as Facebook, [etc.]

123

127 104 110 104 140

99 100

105 120

140

160

180 80

100

120

140

160

180

What Mom Said: “I got started when Tony was born. I was isolated and not seeing a lot of people so it was a way to keep in touch and let friends see him grow” – Nina, Gen X Mom N9. “During the past 12 months, how often have you engaged in each of these activities on average?” (Based on usage reported Daily = Almost daily + More than once a day) Moms=Has kids 0‐12 years old). Total Millennial Females n=399, Millennial Moms n=185; Total Gen‐X Females n=337, Gen‐X Moms n=172. Click & Cravings: Social Media & Mom

Like other women, Moms typically access social networking on laptop or desktop computers, and smartphones when available Devices used:

All Female Adults 38%

Laptop computer

30%

Desktop computer

Moms of kids 0‐12

16% Laptop computer 74%

20%

Desktop computer 72%

37%

19%

31%

76%

23%

74%

Mobile phone that’s not a smartphone 2% a smartphone 3% 9%Mobile phone that’s not 56% 9%

58%

Smartphone (such as iPhone, Smartphone (such as iPhone, 9% 21% 48% Android) 10% 24% Blackberry, Android) Blackberry,

52%

Gaming console (such as XBox, Wii)0% (such as XBox, Wii)0% 6% Gaming console45% 9%

60%

Tablet computer (such as iPad, Kindle Tablet computer (such as iPad, Kindle 1% 10% 20% 1% 12% Fire, Galaxy Tab) Fire, Galaxy Tab) 0%

20%

Used most often for social networking

40%

60%

80%

100% 0%

Other for social networking

24% 20%

40%

60%

80%

100%

Other used

N8. In the past 12 MONTHS, which, if any, of these devices or resources have you used regularly? N10. During the PAST 30 DAYS, what devices or technologies have you used to READ OR CONTRIBUTE TO a social networking site or tool such as Facebook? N11. And which have you used MOST OFTEN for this in the past 30 days? Base: All respondents. Total Females n=1134, Moms w/Children < 13 n=404. Click & Cravings: Social Media & Mom

Connected Moms & Traditions

Click & Cravings: Social Media & Mom

ÂŠ 2012 The Hartman Group, Inc

Traditions TRADITIONS.

Connected Moms turn to online resources to learn about food

Time spent learning or reading about food

48%

Spend more time engaged online about food

35%

Equally engaged with online and print about food

16%

Spend more time engaged with print about food

Consumer shows us her favorite food blog. “I first go to Epicurious and then AllRecipies.com. That’s how I find inspiration for the meals I’m planning.” –Mom in Seattle

F6. All things considered, would you say you spend more time reading or learning about food from print publications or from online sources? Moms n=404 Click & Cravings: Social Media & Mom

Transactions TRADITIONS.

Moms look to public communities for deals and recipes

Pre-Shopping Use of Online Tools (including phone and internet) Moms with Kids <13

Searched for online/digital coupons/specials

62%

Searched online recipes to figure out I needed Searched for a retailer that carried the food/beverage item I wanted

56%

32%

Built my grocery shopping list using a website or smartphone app

29%

Got ideas about what to buy or where to go from my friends online

28%

Moms desire better and more highly specialized tools for shopping and meal planning. Consumers struggle with too much information. Moms want easy‐to‐use apps that can make shopping, meal planning and saving money easier for them.

FX1. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days: Before a trip to the store? (n=404 Moms with Kids under 13) Click & Cravings: Social Media & Mom

TRADITIONS.

Traditions

Moms use Social Media to discover new restaurants and for meal planning ideas Moms are more likely than females without kids to use social media for meal planning (40% vs. 30%) 39%

New restaurants to try

Meal planning (e.g., new recipes to make) 27%

Restaurants to avoid

25%

New types of foods or beverages to try (such as ingredients, cuisines)

24%

New brands of foods or beverages to try

24%

Nutrition and ingredients

Foods or beverages to avoid

Millennial Moms are more likely to rely on social media for meal planning, restaurants to avoid bad restaurants, discovery of new foods & information on nutrition

34%

19%

All Females Moms w/Children <13

Alerts about food safety (e.g., product recall)

19%

Millennial Moms Gen X Moms

F12. In general, what kind of food topics are you most interested in when using social networking site and tools such as Facebook or Twitter? All females n=1,134; Moms n=404 ; Millennial Moms n =185; Gen X moms = 172 Click & Cravings: Social Media & Mom

Traditions TRADITIONS.

Moms are less likely to share photos of meals and restaurant descriptions What people are sharing the most on social media A photo of a meal made at home or enjoyed in a restaurant

19%

A description of a restaurant recently visited

Requests for advice about dieting or nutrition Requests for advice about stores or merchants to purchase food ingredients Requests for advice about foods that children enjoy A store or merchant recently visited to purchase food ingredients

19% 16% 16% 14%

10%

Requests for advice about what food to prepare or how to prepare it

Requests for advice about restaurants to visit

26%

16%

12%

A description of a meal or snack recently prepared at home

Dieting or nutrition accomplishments

22%

7% 6%

13%

8% 8%

7% 8% 6% 5% 4% 5% 4% 5% 4% 4% 6% 3% 4% 5% 3%

All Females Moms w/Children < 13 Females w/o Children

F3b. Which would you say you have seen the most shared about food on Facebook, Twitter or similar social networking site? All females n=580; Moms n=222; Non‐ Moms n=289. Click & Cravings: Social Media & Mom

Connected Moms & Transactions

Click & Cravings: Social Media & Mom

ÂŠ 2012 The Hartman Group, Inc

Transactions TRANSACTIONS.

Moms are more connected while shopping than non-Moms Moms are more connected while shopping 46%

Called someone in my household to ask about needed items

36% 40%

Texted someone in my household to ask about needed items

25% 25%

Consulted a shopping list I maintain online or on my phone

17% 21%

Used a social networking site/app such as Facebook or Twitter

13% 20%

Used a smartphone to find or consult a recipe

13% 15%

Used a smartphone app to search for an online coupon

Used a smartphone app to help select which brand to buy

9% 13% 4%

Females with Children Under 13 Females with No Children

FX1. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days: While shopping at a store? (n=404 Females with children under 13; n= 613 Females with No Children) Click & Cravings: Social Media & Mom

TRANSACTIONS.

Transactions

Moms are regular Smartphone users – in-store Smartphone use is mainly for price comparison

Regular Smartphone Users

Use of Smartphone While Shopping, Past Year 21%

Price compare (Slickdeals, Fat Wallet, etc.)

More Moms with Kids are Smartphone Users

14%

52% 18%

Download online/mobile coupons (Dealcoupon)

50%

48%

17% 15%

Make a purchase on my Smartphone

45%

13% 14%

Share shopping experience through social networking app/site

Photos/picture recognition (SnapTell)

12% 12% 8% 11%

Manage budgets (Christmas Shopping List) All Moms Moms Females with Kids with Kids <13 13-17

Moms with No Kids

Receive price drop alerts (Savvy)

10% 7% 7% Moms with Kids <13 All Females

N8. In the past 12 months, which, if any, of these devices or resources have you used regularly: Smartphone? (n=1134 females, n=404 moms with children <13, n=117 moms with children 13‐17, n=613 women with no kids.) Click & Cravings: Social Media & Mom

CS1. In which of these ways, if any, have you used your smartphone while shopping at stores of any kind during the past 12 months? (Smartphone users: n= 518 total females; n=211 moms with children <13) © 2012 The Hartman Group, Inc

TRANSACTIONS.

Transactions

Few women scan QR codes in-store, but comparing prices and getting coupons are primary reasons for scanning

Scanned QR Code In Store

Reasons for Scanning QR Codes or Barcodes at a Store All Females

Past Year

Past Month Price comparison

9% 9%

52%

Get coupons

4% 3%

40%

Product reviews

27%

Like to use new technology

27%

Get nutritional information

27%

Get allergy information

17%

Sharing information

17%

Get ingredient information

17%

Get recommended related items None of these All Females

Moms with Kids <13

F13a. Which if any of these have you done during the past 12 months: Scanned a QR code at home; Scanned a QR code at a store? F13b. Which have you done during the past 30 days?: Scanned a QR code at home; Scanned a QR code at a store? (n=1134 Females; n=404 Moms with Children <13; n=117 Moms with Children 13‐17) Click & Cravings: Social Media & Mom

Other, please specify

15% 7% 4%

CS3. What are some of the most common reasons that you have scanned a QR or barcode at a store/retailer? (n=131 Female QR code scanners)

TRANSACTIONS.

Most Moms are not using location-based services even if it means getting a discount

In past 30 days:

11% of Moms With Kids <13 Checked in (posted location) of where they were eating or drinking

4% Checked in (posted location) at a store in order to get a discount

Transactions

Location based services are peripheral to consumers’ repertoire of digital tools. Moms we conducted in depth interviews with do not report extensive use of location based services.

Moms are interested if these services can easily help them save time and money.

3% Used Foursquare

F13. Which, if any of these , have you done in the past 12 months? (n=404 Females with children < 13) Click & Cravings: Social Media & Mom

TRANSACTIONS.

Transactions

While few moms purchase food online, those who do are motivated by free shipping, better prices, and saving time

54% of Moms With Kids <13 Are not at all likely to buy food products online

13%

Are extremely or very likely to buy food products online

Online grocery shopping was not preferred by those we conducted in‐depth interviews with.

What Mom Said: “I use online grocery shopping in an emergency. Like when we are out of town, and I know the fridge will be empty when we get back” – Julie, Mom in Seattle

Reasons to Buy From a Producer Online, Among Moms with Children Under 13

Free shipping Better pricing because less markup buying direct

32%

None of these

29%

No crowds at store

26%

Could only find the item I wanted online at producer site

25%

I enjoy shopping online

22%

Don’t have to deal with parking

16%

Peer reviews on producer website Closer connection to the company

Moms with children <13

Click & Cravings: Social Media & Mom

33%

Saves time

Other, please specify

F15. How likely are you to do each of the following activities during the next 30 days: Buy food products directly from food producers online? (n=404 Moms with Kids under 13)

44%

7% 6% 1%

Higher percentage among women with no children

Connected Moms & Techniques

Click & Cravings: Social Media & Mom

ÂŠ 2012 The Hartman Group, Inc

TECHNIQUES.

Techniques

Moms are more likely than non-moms to use social media while preparing meals, especially to look at recipes

Use of Social Media while Preparing Meal/Snack:

Online Recipe Searches Moms with Kids <13

Moms with Kids <13

Moms with No Kids Quick and easy meals

Consulted a recipe or food preparation tips online

59% 48%

Texted with a friend or family member

47% 37%

Called someone to ask for advice about preparing a snack or meal

42% 28%

Used a social networking site/app AT HOME Used a social networking site/app AWAY FROM HOME Used a social networking site/app such as Facebook or Twitter

38% 28% 26% 16% 26% 16%

Low-cost meals

55%

Holiday dishes

55%

Click & Cravings: Social Media & Mom

46%

Healthy/nutritious foods/meals One-minute meals

32%

Seasonal ingredients

29%

Re-create something I had at a restaurant

29%

Low fat/calorie options

28%

Ethnic cuisine

28%

14%

Sugar-free options Locally sourced ingredients Gluten-free options

Moms with older kids are more likely to recreate restaurant food Women with no kids are more likely to look for low-cal options

21%

Natural/organic ingredients

Other, please specify

FX2. Which of these ways have you used the internet or any mobile phone or other online tools during the past 30 days while preparing food or beverages at home? (n=404 Moms with Kids under 13; n=613 Females with No Children)

77%

Moms with older kids are more likely to look for sugar-free options

12% 9% 1%

Techniques TECHNIQUES.

Allrecipies.com is the predominant Website that Mom uses

Top Recipe or Other Food-Related Websites Used During Past Year

Allrecipes.com

63%

Foodnetwork.com

38%

Kraftrecipes.com

33%

Myrecipes.com

24% 27%

Cooks.com

Simplyrecipes.com

37% 37%

36% 33% 35%

Bettycrocker.com

MarthaStewart.com

52% 42% 45% 43% 44%

Recipes.com

Food.com

69% 67%

21% 24% 18% 20% 18% 17% 13% 15% 16% 18% 18%

31%

28% Moms with Children <13 Women with No Children All Females

F5. Which recipe or other food related website have you used during the past 12 months? (Among those who have used recipe or food‐related websites in past year: n= 194 moms with children <13; n=295 women with no children; n=546 all females) Click & Cravings: Social Media & Mom

Connected Moms & Table

Click & Cravings: Social Media & Mom

ÂŠ 2012 The Hartman Group, Inc

Table TABLE.

Connected eating common among Moms

Use of Social Networking Sites or Apps by Moms Who Use Social Media While Eating Moms are more involved with social media while eating 41%

58%

44% have texted or used a social 38% networking site/app in the past month while eating

36%

All Females

41%

Moms Millennial Children Moms <13

32%

39%

41%

35% 34%

31%

Gen X Moms

FX2. Which of these ways have you used the internet or any mobile‐phone or other online tools during the past 30 days while drinking or eating a meal or snack: used a social networking site/app at home/ used a social networking site/ app away from home? All females n=1,134; Moms n=404 ; Millennial Moms n =185; Gen X moms = 172 Click & Cravings: Social Media & Mom

39%

Before During Between breakfast breakfast breakfast and lunch

During lunch

Between lunch and dinner

During dinner

After dinner

Late-night

F8. Earlier you indicated that you sometimes use social media networking sites while you eat/drink a meal or snack. During the past 7 days, on which of these occasions have you done this? (n=160 Moms who use social media during mealtime) © 2012 The Hartman Group, Inc

Communicating with Mom

Click & Cravings: Social Media & Mom

ÂŠ 2012 The Hartman Group, Inc

FACEBOOK RELATIONSHIPS.

What’s in it for me? Reciprocity drives Facebook Moms to “Like” a brand but motivations vary by generation Gen X moms are more interested than in getting coupons Millennial moms want a special gift or want to support a brand that contributes to a charity 59%

Get discounts or coupons* 44%

To receive a special gift for "Liking" 24%

To contribute to a cause or charity

22%

To share and display my brand interest with people I know*

21%

Provide feedback to the company

19%

Get news*

18%

None of these

15%

Share information with other fans Other, please specify

Moms are more interested in getting news about brands than females without children (25% vs. 15%)

All Females 1%

Moms w/children < 13 Millennial Moms Gen X Moms

F22. What are some of the reasons you would "like" a food or beverage product, brand on Facebook?; All females n=900; Moms n=343; Millennial Moms n=185; Gen X Moms n=172. Click & Cravings: Social Media & Mom

FACEBOOK RELATIONSHIPS.

Unwanted messages and privacy are reasons not to “Like” a company, especially for Gen-X Moms Main reasons NOT to "Like" a food or beverage company on Facebook 39%

Worried that the company would send me unwanted messages 33%

Need to keep control over what appears on my wall or profile

33%

Don't trust the company to keep my information private

32%

Worried that the company would send/post unwanted messages to my friends 22%

Don't want to advertise on behalf of ANY product or brand, and this would be like advertising 15%

Don't want my friends to think I LOVE a product that I only really LIKE 12%

Believe there’s something unethical about companies exchanging Like's for coupons or discounts

11%

Enjoy the product, but don't want my friends to see I use it

All Females Mom w/Children < 13

Other, please specify

Millennial Moms Gen X Moms

F22c. And if you were invited, what are some of the main reasons you might choose NOT to "Like" a food or beverage company on Facebook? All females n=900; Moms n=343; Millennial Moms n=185; Gen X Moms n=172. Click & Cravings: Social Media & Mom

FACEBOOK RELATIONSHIPS.

Moms prefer e-mail over Facebook as a way to communicate with companies

The Reality Moms are more engaged with brands on Facebook due to the household economy and trying to save money What Mom Said: “I do like getting coupons through email, but there are certain brands that I am proud to connect with because they reflect my lifestyle.” – Joanna, Mom in Chicago

Moms more willing to communicate with brands via Facebook than Females with no Children (35% vs. 27%) Especially true for Millennial Moms (44%) 52% 56%

Email 39% 42%

Traditional mail 33% 29%

Newspapers/Magazines

31% 35%

Facebook

27% 25%

TV/Radio 11% 12%

Text messages 7% 7%

Twitter Company sponsored blogs

6% 4%

Speaking on the telephone

6% 3%

Live chat via a company website Other, please specify

4% 3% 3% 2%

All Females Moms w/children < 13

F19. How would you prefer that food and beverages companies/retailers communicate or exchange information with you? All females n=1,134; Moms n=404. Click & Cravings: Social Media & Mom

Moms want companies to provide deals on social media sites They also want transparency and insight about the brands

62% 64%

Provide discount coupons or other promotions, seasonal sales, etc. Provide information about new product plans or ideas

39% 39%

Show me ratings/reviews of their products from other consumers

39% 39%

Provide information related to their type of product, not just their own brand

33% 34% 31% 33%

Communicate in a casual way with less "corporate speak" Help me learn more about the company's involvement in causes, sustainability efforts, etc.

28% 29% 26% 27%

Express their personality, beliefs and values more openly Tell me more about the people and history behind the business or brands Stay out of social networking sites and services completely Help me connect with other users

38% of Millennial Moms want corporations to be more authentic in their communication

24% 26% 24% 22% 18% 21%

All Females Moms w/Children <13

F23. How can food and beverage companies be more value to you on social media sites? Top 2‐box way activity is extremely/very All females n=1,134; Moms n=404. Click & Cravings: Social Media & Mom

CONTACTS

Steve Bryant Director, Food and Beverage MSLGROUP Americas Steve.Bryant@mslgroup.com 206.313.1588

Blaine Becker Senior Director, Marketing & Business Relations, the Hartman Group blaine@hartman-group.com 425.452.0818 ex. 124

Click & Cravings: Social Media & Mom

ÂŠ 2012 The Hartman Group, Inc