Online Research: Engaging Moms in a Multi-Screen World

Our multi-screen ecosystem is growing quickly, as is the rate of adoption of (and adaptation to) a multi-screen lifestyle. 

Today’s consumers – and in particular moms (or mums, if you're a reader from outside the US!) - interact with media at home, at work and everywhere in between – which creates challenges for marketers: how do we effectively reach and engage? How can we ensure relevance of our campaigns given the unprecedented pace by which consumers are adopting new devices and form factors?  Why do we care? 

Microsoft Advertising and Wunderman partnered this past Spring to conduct a deep dive into the attitudes and behaviors of multi-screen consumers. 1200 adults ages 18-64 who actively use TVs, computers, smartphones, and video game consoles to consume media were surveyed.  A clear illustration of different behavior patterns emerged with respect to the moms and their media usage, attitudes, and expectations.  We hope that sharing the subtle and not-so-subtle attributes of moms will help you fine tune your messaging and drive a more effective campaign. 

You can download the full report for free here: Microsoft Advertising Online Moms Multi-Screen Research

Some key findings:

• Moms are leaders in screen convergence, extending media activities across multiple screens, especially
mobile media.
• Moms are more receptive to marketing messages on every screen compared to other audiences.
• Moms highly value consistent, connected cross-screen media experiences.

Moms are leading in the convergence of multiple device usage.  While devices have developed their own particular “personality,” they are increasingly used interchangeably.  Herein lies the challenge.  No longer can we simply cross-pollinate the same message across devices; rather, a truly strategic tailoring is needed to meet the needs and expectations associated with each screen.  Herein also lies the opportunity for advertisers to transcend stagnant campaigns and breach the boundaries of unilateral messaging. 

The study also suggests that moms are more receptive than their non-mom counterparts to relevent advertising.  As illustrated below, mom's score higher across all screens in their attitude toward advertising.

Finally, moms value consistent, connected cross-screen media experiences.  Continuity in the message will have the greatest impact.  Not to worry, it is possible to develop and execute a multi-screen campaign both sensitive to subtle differences in tastes and preferences yet unified in the ultimate impression it leaves on the consumer.  

Download the free white paper for additional insight into the dynamic duo between PC and smartphone, where mothers diverge most from the average consumer, and how to tap into mom’s state-of-mind associated with each screen. 

Don't hesitate to comment below with any questions or comments.   

Thank you!

Aurea

Follow us on Twitter @MSAdvertising | Find us on Facebook | Share your thoughts in the Forums | Subscribe