baby center 21cm mama report 2011


• 21st Century Mom® Panel in US

• Global

• Moms with children -9 to 12+ years old

• BabyCenter Talk Tracker™ in US

• Posting questions to groups

• Monitoring community conversations

• Site analytics; tracking 78% of new and expectant moms on our site

• Mobile usage

• Due date/child’s age

• Culturally embedded editors in 22 markets

• Medical Advisory Boards in every market


• Seeded conversations on the BabyCenter Mexico Community, giving direct qualitative access to mom.

• Mined conversations in active areas of the BabyCenter Mexico Community.

• In-depth surveys in June 2011, capturing the thoughts & opinions of over 1,000 pregnant women & moms in Mexico.

• 4 surveys focused on:

• Market statistics

• Population & birth statistics

• Internet penetration

• Mobile penetration


• more likely to be SAHMs

• more likely to believe domestic electronics are the biggest advantage they have today …than Latin American Moms

• more likely to feel guilty about spending too little time with their kids

• more likely to think their time is more important than money… than US Latina Moms.


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(147) (179)

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(220) (171) (296)(321)

(The products that index high along the journey to motherhood


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Before After


• Email

• Mobile Web

• Apps

• SMS

• Voice


Social Mom


Mindset matters. Social messages are perceived differently in different social environments.

The journey of motherhood triggers a profound change & makes her more open to marketers than at any other time.

To reach moms, mobile is a must-have in your marketing mix.

Be engaging. Stand out. Mom’s attention is fractured.

baby center 21cm mama report 2011

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