Did you know? 59 percent of online moms said they had searched for recipes or food preparation tips on the web or via social media while preparing a meal in the last thirty days. MSLGROUP's food and beverage specialty, in association with Hartman Group, brings you the latest research report on the impact of social media on the food industry. This time, we focus on connected mothers, a critical market segment for brands looking to adopt new strategies for social and digital media. Moms are some of the most engaged users of social media. On average, moms – not just active users – spend an average of 18.4 hours per month social networking online, according to the study. Please connect with Steve Bryant for more information: steve.bryant@mslgroup.com

1. July
2012
|
A
HARTMAN
GROUP
&
MSLGROUP
AMERICAS
STUDY
CLICKS
&
CRAVINGS:
Social
Media
&
Mom

2. MSLGROUP
FOOD & BEVERAGE
SPECIALTY
Food and beverage marketing
and PR Offices nationwide
• Category leader in digital food and
nutrition communications
Clients nationwide from farm to Part of MSLGROUP, a top-five
fork, consumer and industry global PR and events marketing
focused firm
Registered Dietitians on staff;
in-house culinary and nutrition Under the Publicis umbrella
center
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 2

3. 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 © 2012 The Hartman Group, Inc. 3

4. 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 © 2012 The Hartman Group, Inc. 4

5. Key findings about Moms, a critical segment for food & beverage marketers
• Moms
conEnue
to
play
a
central
role
in
household
grocery
shopping
and
food
preparaEon
• ALracEve
target
for
interacEve
markeEng
and
earned-­‐
media
campaigns
• High
engagement
with
social
media/social
networking
and
mobile
technology
• Diminished
use
of
television
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 5

6. How Moms differ from women without children
• Moms
are
moEvated
by
solving
family
needs
• More
engaged
with
social
networking
and
online
sources
for
meal
planning
advice,
recipe
or
food
preparaEon
Eps,
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
parenEng
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
nutriEon
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 6

7. How Moms differ from women without children
• Moms
are
connecEng
while
shopping
more
than
women
without
children
• Calling
or
texEng
someone
at
home
about
needed
items
sEll
the
primary
use
• Also
using
phones
for
shopping
lists,
social
media
connecEon,
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
informaEon
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc. 7

8. The Connected Mom
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 8

9. 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%
M M
I I
L L
30% L M
I L M
I
E L E L
N L N L
N N G G N N G G
20% I N
I
E E I N
I
E E
A N N A N N
L
A X
X
L
A X
X
L
L
10% M
O D M
O
D M
O D M
O
D
A A A A
M D M D M D M D
S
S
S
S
S
S
S
S
0%
Do most of HH grocery Prepare most of kids
shopping 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 © 2012 The Hartman Group, Inc 9

10. 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 Portion
by Moms of children less than 13 years old relied on for
parenting
Family members who I don't live with 59% 28% 87% 68% =
59/87
Family members I live with 55% 30% 85% 65%
My 10 closest friends 40% 40% 80% 50%
Doctors, pediatricians, or health professionals 32% 19% 51% 64%
Friends other than my 10 closest friends 12% 29% 41% 29%
School-teachers, pastors or other community leaders 15% 18% 32% 45%
Neighbors 9% 23% 32% 28%
Workplace or professional colleagues 12% 20% 31% 37%
Experts...who make their living providing advice about
14% 16% 30% 46%
things I'm interested in
People I don't know personally but who share my
9% 19% 28% 32%
interests or situation in life
A club or group that connects regularly for fun or
7% 11% 19% 39%
support
1%
Roommates 9% 10% 14%
Resources for parenting Other resources =
Top
3
most
likely
to
be
relied
on
for
parenEng
=
BoLom
3
N4.
Which,
if
any,
of
these
resources
have
you
used
or
relied
on
at
any
Eme
during
the
past
12
months,
as
a
source
of
INFORMATION
OR
INSPIRATION?
N4A.Which,
if
any,
of
these
has
been
a
source
of
informaEon
or
inspiraEon
for
you
when
it
comes
to
PARENTING?
Moms
w/Children
<
13,
n=404.
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 10

11. 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%
Facebook 88%
27%
Google+ (i.e. Google's new social website) 28%
22%
Twitter 23%
16%
Linkedin 12%
10%
Myspace 11%
8%
Windows Live Profile 8%
Total Female Adults
7%
Pinterest 7% Moms w/Children < 13
1%
Renren 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 © 2012 The Hartman Group, Inc 11

12. 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 Women 18-64
8.4 Men 18-64
NX2.
“Approximately
how
many
hours
would
you
say
you
engage
in
each
of
these
acEviEes
on
average
during
a
typical
week?”
Base:
All
respondents
(those
who
indicate
no
usage
per
NX2
assumed
to
use
0
hours).
Monthly
esEmate
=
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 © 2012 The Hartman Group, Inc 12

13. Almost half of all Moms check their online social networks every day
AcEviEes
engaged
in
daily
Read/browse postings contributed by others on a
41%
social networking site or tool such as Facebook,
44%
MySpace, LinkedIn, or Twitter
Contribute online 'Likes,' '+1's' or other simple or
24%
easy recommendations of items to people I'm
27%
connected with
Contribute written entries on a social networking site
22%
or tool such as Facebook, MySpace, LinkedIn or
25%
Twitter
Contribute comments to a discussion on a website, 9%
online community or blog I follow closely 12%
Post photos or videos to share through social
9%
networking sites such as Facebook, MySpace,
11%
LinkedIn or Twitter
Total Female
Maintain my own blog (through WordPress, Blogger, 6%
Tumblr or similar) (n9) 6% Moms w/Children < 13
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
N9.
“During
the
past
12
months,
how
onen
have
you
engaged
in
each
of
these
acEviEes
on
average?”
(Combined:
Almost
daily
+
More
than
once
a
day)
Total
Females
n=1134,
Moms
n=404.
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 13

14. Moms read and contribute to online review resources regularly
AcEviEes
engaged
in
weekly
Read reviews contributed by other 35%
users on a shopping, travel, food or
entertainment website such as
Amazon or Yelp 42%
Total Female Adults
Moms w/Children < 13
Contribute product reviews to a 18%
shopping, travel, food or
entertainment website such as
Amazon, AllRecipes or Yelp 23%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
N9.
“During
the
past
12
months,
how
onen
have
you
engaged
in
each
of
these
acEviEes
on
average?”
(Combined:
Almost
daily
+
More
than
once
a
day
+
2-­‐3
Emes
a
week
+
Once
a
week;
)
Total
Females
n=1134,
Moms
n=404.
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 14

15. 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
130 123
Contribute
product
reviews
to
a
shopping,
travel,
food
or
entertainment
website
such
as
Amazon,
AllRecipes
or
Yelp
126 163
Post
photos
or
videos
to
share
through
social
networking
sites
such
as
Facebook,
MySpace,
LinkedIn
or
TwiLer
105 127
Contribute
wriLen
entries
on
a
social
networking
site
or
tool
such
as
Facebook,
MySpace,
LinkedIn
or
TwiLer
103 104
Maintain
my
own
blog
(through
WordPress,
Blogger,
Tumblr
or
similar)
103 110
Contribute
online
'Likes,'
'+1's'
or
other
simple
or
easy
recommendaEons
of
items
to
people
I'm
connected
with
103 104
Contribute
comments
to
a
discussion
on
a
website,
online
community
or
blog
I
follow
closely
103 140
Read/browse
posEngs
contributed
by
others
on
a
social
networking
site
or
tool
such
as
Facebook,
[etc.]
99 105
80 100 120 140 160 180 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
onen
have
you
engaged
in
each
of
these
acEviEes
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 © 2012 The Hartman Group, Inc 15

16. Like other women, Moms typically access social networking on laptop or desktop
computers, and smartphones when available
Devices
used:
All
Female
Adults
Moms
of
kids
0-­‐12
Laptop computer 38% 16% Laptop computer
74% 37% 19% 76%
Desktop computer 30% 20% 72%
Desktop computer 31% 23% 74%
Mobile phone that’s not a smartphone 2% Mobile phone that’s not a smartphone 3%
9% 56% 9% 58%
Smartphone (such as iPhone, Smartphone (such as iPhone,
Blackberry, Android)
9% 21% 48%
Blackberry, Android)
10% 24% 52%
Gaming console (such as XBox, Wii)0% Gaming console45% as XBox, Wii)0%
6% (such 9% 60%
Tablet computer (such as iPad, Kindle Tablet computer (such as iPad, Kindle
Fire, Galaxy Tab)
1%
10% 20% Galaxy Tab)
Fire,
1%
12% 24%
0% 20% 40% 60% 80% 100%
0% 20% 40% 60% 80% 100%
Used most often for social networking Other for social networking 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 © 2012 The Hartman Group, Inc 16

17. Connected Moms & Traditions
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 17

18. TradiEons
TRADITIONS.
Connected Moms turn to online resources to learn about food
Time spent learning or
reading about food
48%
Spend
more
Eme
engaged
online
about
food
35%
Equally
engaged
with
online
and
print
about
food
Consumer
shows
us
her
favorite
food
blog.
Spend
more
Eme
engaged
with
16%
print
about
food
“I
first
go
to
Epicurious
and
then
AllRecipies.com.
That’s
how
I
find
inspira<on
for
the
meals
I’m
planning.”
–Mom
in
SeaBle
F6.
All
things
considered,
would
you
say
you
spend
more
Eme
reading
or
learning
about
food
from
print
publicaEons
or
from
online
sources?
Moms
n=404
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 18

19. TransacEons
TRADITIONS.
Moms look to public communities for deals and recipes
Pre-Shopping Use of Online Tools
(including phone and internet)
Moms with Kids <13 Moms
desire
beLer
and
more
highly
Searched for online/digital
specialized
tools
for
shopping
and
coupons/specials
62%
meal
planning.
Searched online recipes to figure
56%
Consumers
struggle
with
too
much
out I needed
informaEon.
Searched for a retailer that
carried the food/beverage item I 32% Moms
want
easy-­‐to-­‐use
apps
that
wanted
can
make
shopping,
meal
planning
Built my grocery shopping list and
saving
money
easier
for
them.
using a website or smartphone 29%
app
Got ideas about what to buy or
where to go from my friends 28%
online
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 © 2012 The Hartman Group, Inc 19

20. TRADITIONS.
TradiEons
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
34% Millennial Moms
Meal planning (e.g., new recipes to make) are more likely to
rely on social
media for meal
27% planning,
Restaurants to avoid
restaurants to
avoid bad
New types of foods or beverages to try (such as ingredients, 25% restaurants,
cuisines) discovery of new
foods & information
24% on nutrition
New brands of foods or beverages to try
24%
Nutrition and ingredients
19%
Foods or beverages to avoid All Females
Moms w/Children <13
19%
Alerts about food safety (e.g., product recall) 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
TwiLer?
All
females
n=1,134;
Moms
n=404
;
Millennial
Moms
n
=185;
Gen
X
moms
=
172
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 20

21. TradiEons
TRADITIONS.
Moms are less likely to share photos of meals and restaurant descriptions
What people are sharing the most on social media
22%
A photo of a meal made at home or enjoyed in a restaurant 19%
26%
16%
A description of a restaurant recently visited 12%
19%
16%
A description of a meal or snack recently prepared at home 16%
14%
10%
Requests for advice about what food to prepare or how to prepare it 13%
7%
8%
Dieting or nutrition accomplishments 8%
6%
7%
Requests for advice about restaurants to visit 8%
6%
5%
Requests for advice about dieting or nutrition 4%
5%
4%
Requests for advice about stores or merchants to purchase food ingredients 5%
4%
4% All Females
Requests for advice about foods that children enjoy 6%
3% Moms w/Children < 13
4% Females w/o Children
A store or merchant recently visited to purchase food ingredients 5%
3%
F3b.
Which
would
you
say
you
have
seen
the
most
shared
about
food
on
Facebook,
TwiLer
or
similar
social
networking
site?
All
females
n=580;
Moms
n=222;
Non-­‐
Moms
n=289.
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 21

22. Connected Moms & Transactions
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 22

23. TransacEons
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
9%
13%
Used a smartphone app to help select which brand to buy
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 © 2012 The Hartman Group, Inc 23

24. TRANSACTIONS.
TransacEons
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.)
14%
More Moms 52%
with Kids are
Download online/mobile coupons 18%
Smartphone
50% (Dealcoupon) 17%
Users
15%
48% Make a purchase on my Smartphone
13%
Share shopping experience through social 14%
45% networking app/site 12%
12%
Photos/picture recognition (SnapTell)
8%
11%
Manage budgets (Christmas Shopping List)
10%
All Moms Moms Moms
Females with Kids with Kids with No 7%
<13 13-17 Kids Receive price drop alerts (Savvy)
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,
CS1.
In
which
of
these
ways,
if
any,
have
you
used
your
smartphone
while
shopping
at
stores
of
any
kind
during
the
n=404
moms
with
children
<13,
n=117
moms
with
children
13-­‐17,
past
12
months?
(Smartphone
users:
n=
518
total
females;
n=211
moms
with
children
<13)
n=613
women
with
no
kids.)
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 24

25. TRANSACTIONS.
TransacEons
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
9% Price comparison 52%
9%
Get coupons 40%
Product reviews 27%
Like to use new technology 27%
Get nutritional information 27%
4% Get allergy information 17%
3%
Sharing information 17%
Get ingredient information 17%
Get recommended related items 15%
None of these 7%
All Females Moms with Kids <13 Other, please specify 4%
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
CS3.
What
are
some
of
the
most
common
reasons
that
you
have
scanned
a
QR
or
past
30
days?:
Scanned
a
QR
code
at
home;
Scanned
a
QR
code
at
a
store?
(n=1134
barcode
at
a
store/retailer?
(n=131
Female
QR
code
scanners)
Females;
n=404
Moms
with
Children
<13;
n=117
Moms
with
Children
13-­‐17)
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 25

26. TRANSACTIONS.
TransacEons
Most Moms are not using location-based services even if it means
getting a discount
In
past
30
days:
LocaEon
based
services
are
peripheral
to
consumers’
repertoire
of
digital
tools.
11%
of
Moms
With
Kids
<13
Moms
we
conducted
in
depth
interviews
with
Checked
in
(posted
locaEon)
of
where
do
not
report
extensive
use
of
locaEon
based
they
were
eaEng
or
drinking
services.
4%
Checked
in
(posted
locaEon)
at
a
store
Moms
are
interested
if
these
services
can
in
order
to
get
a
discount
easily
help
them
save
Eme
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 © 2012 The Hartman Group, Inc 26

27. TRANSACTIONS.
TransacEons
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 Reasons to Buy From a Producer Online, Among
Moms with Children Under 13
Are not at all likely to buy food
products online
13% Are extremely or very likely to Free shipping 44%
buy food products online Better pricing because less
33%
markup buying direct
Saves time 32%
Online
grocery
shopping
was
not
preferred
by
those
we
conducted
in-­‐depth
None of these 29%
interviews
with.
No crowds at store 26%
Could only find the item I wanted
25%
online at producer site
What Mom Said: “I use online grocery I enjoy shopping online 22%
shopping in an emergency. Like when
Don’t have to deal with parking 16%
we are out of town, and I know the fridge Peer reviews on producer
7%
will be empty when we get back” – Julie, website
Closer connection to the
Mom in Seattle company
6%
Other, please specify 1%
Higher percentage among
Moms with children <13 women with no children
F15.
How
likely
are
you
to
do
each
of
the
following
acEviEes
during
the
next
30
days:
Buy
food
products
directly
from
food
producers
online?
F21.
What
are
some
of
the
reasons
you
would
buy
food
products
directly
from
a
(n=404
Moms
with
Kids
under
13)
producer
online
(n=404
Moms
with
Kids
under
13)
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 27

28. Connected Moms & Techniques
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 28

29. 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/ Online Recipe Searches
Snack:
Moms with Kids <13
Moms with Kids <13 Moms with No Kids
Quick and easy meals 77%
Low-cost meals 55%
Consulted a recipe or food 59%
preparation tips online 48% Holiday dishes 55%
Healthy/nutritious foods/meals 46%
Texted with a friend or family 47%
member 37% One-minute meals 32%
Called someone to ask for Seasonal ingredients 29%
42% Moms with older kids
advice about preparing a snack are more likely to re-
28% Re-create something I had at a restaurant 29%
or meal create restaurant food
Low fat/calorie options 28% Women with no kids
Used a social networking site/ 38% are more likely to look
app AT HOME 28% Ethnic cuisine 28%
for low-cal options
Used a social networking site/ 26% Natural/organic ingredients 21%
Moms with older kids
app AWAY FROM HOME 16%
Sugar-free options 14% are more likely to look
for sugar-free options
Used a social networking site/ 26% Locally sourced ingredients 12%
app such as Facebook or Twitter 16%
Gluten-free options 9%
Other, please specify 1%
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
F16.
What
are
some
of
the
suggesEons
you
are
looking
for
with
an
online
recipe?
at
home?
(n=404
Moms
with
Kids
under
13;
n=613
Females
with
No
Children)
(n=778
recipe
searchers)
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 29

30. Techniques
TECHNIQUES.
Allrecipies.com is the predominant Website that Mom uses
Top Recipe or Other Food-Related Websites Used During Past Year
69%
Allrecipes.com 63%
67%
52%
Foodnetwork.com 38%
42%
45%
Recipes.com 43%
44%
37%
Kraftrecipes.com 33%
37%
36%
Bettycrocker.com 33%
35%
31%
Myrecipes.com 24%
27%
28%
Cooks.com 21%
24%
18% Moms with Children
Food.com 20% <13
18%
17% Women with No
MarthaStewart.com 13%
15% Children
16% All Females
Simplyrecipes.com 18%
18%
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 © 2012 The Hartman Group, Inc 30

31. Connected Moms & Table
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 31

32. 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% 41% 58%
44% have texted
or used a social
38%
networking site/
app in the past 39% 41%
39%
month 35%
36% while eating 32% 34% 31%
All Moms Millennial Gen X
Females Children Moms Moms
<13
Before During Between During Between During After Late-night
breakfast breakfast breakfast lunch lunch and dinner dinner
FX2.
Which
of
these
ways
have
you
used
the
internet
or
any
and lunch dinner
mobile-­‐phone
or
other
online
tools
during
the
past
30
days
while
drinking
or
eaEng
a
meal
or
snack:
used
a
social
networking
site/
app
at
home/
used
a
social
networking
site/
app
away
from
home?
F8.
Earlier
you
indicated
that
you
someEmes
use
social
media
networking
sites
while
you
eat/
All
females
n=1,134;
Moms
n=404
;
Millennial
Moms
n
=185;
Gen
X
drink
a
meal
or
snack.
During
the
past
7
days,
on
which
of
these
occasions
have
you
done
this?
moms
=
172
(n=160
Moms
who
use
social
media
during
mealEme)
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 32

33. Communicating with Mom
Click & Cravings: Social Media & Mom © 2012 The Hartman Group, Inc 33

34. 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
Moms are more interested in
19% getting news about brands
Get news*
than females without children
18% (25% vs. 15%)
None of these
15%
Share information with other fans All Females
1% Moms w/children < 13
Other, please specify 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 © 2012 The Hartman Group, Inc 34