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OMD and AOL turn the focus on India’s ‘Supermoms’

10-October-2008
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OMD and AOL turn the focus on India’s ‘Supermoms’

Given the pace at which the world is moving, the new trend in superpowers may just be the ability to create time. At least that’s what the ‘Supermoms’ are doing. According to a new study by global communications agency OMD and AOL’s advertising business Platform-A, moms have become champion multi-taskers, who are using mobile phones, the Internet and other media to help them pack 27 hours worth of activities into 16 hours of waking time each day – including almost eight hours spent with media.

The study, called ‘Living La Vida Rapida: Today’s Parents Living a Double Life at Double Time’, explores the lifestyle and media preferences of online moms, a special demographic that has been identified by OMD and AOL as a key consumer group. India is an intrinsic part of this study. The key areas researched include their involvement with media, their personal values, family dynamics, purchase habits and advertising preferences.

“With the Internet penetration rate growing rapidly in Asia, these Internet-savvy moms are not only today’s marketing target, they also represent urban and future moms,” said Jasmine Sohrabji, MD, OMD India. She added, “Thus, the learnings of this study are believed to be indicative of future trends, and advertisers and marketers can leverage on the insights uncovered about moms to communicate with them more effectively.”

Key findings

The survey of more than 7,000 moms around the world, including 500 mothers from India, finds that the average global online mom has become a master multi-tasker, conducting a combined 27 hours worth of activities in a single day – including work, family, Internet, chores, eating, shopping, and so on.

Indian moms spend almost eight hours a day using media, including 5.4 hours spent on the Internet, television and mobile phones, and two hours each day spent with newspapers, magazines and radio.

Moms rely on the Internet for task-oriented parenting. Parenting is the No. 1 online activity cited by moms, ahead of search, e-mail and news. More than half (56 per cent) said they preferred the Internet for getting parenting information and advice, while 46 per cent said they preferred the Internet for helping their children learn. Moms also rely heavily on the Internet for a variety of other tasks, such as getting information (over 60 per cent) on shopping, work-related or general.

From the study, it was found that Asian moms are a hardworking lot, with 55 per cent of Chinese moms working full-time, followed by 48 per cent in Australia and 42 per cent in India. Further, in India, out of a total of 70 per cent employed, 30 per cent are self-employed or in part time jobs. Indian moms also have the necessary support system in place to incentivise them to return to the work force with more than half (58 per cent) having another adult living in the house beside the husband to help in child care.

Indian moms view their careers as an important part of their lives, with 61 per cent working moms looking for a career and not just a job. When it comes to personal time, Indian moms spend an average of just 1.5 hours of that 27-hour day on themselves.

“Due to their hectic lives, ‘me’ time for moms in Asia is limited and hence, very precious. As a result, the time may not be available to them in blocks and they will be very selective about how they spend it,” Sohrabji said, adding, “However, marketers, who provide moms with their information in easily accessible formats and create environments where they can interact at their convenience, will stand a high chance of getting the intended messages through to them.”

In 2008, OMD and Platform-A partnered with Ipsos to conduct qualitative and quantitative research with online moms around the world. More than 7,000 moms aged 18+ with home Internet access in 13 countries throughout the Americas, Europe and Asia-Pacific were surveyed about their personal values, family dynamics, purchase habits and advertising preferences in order to gain insight into the reality of being a parent in today’s world, the role of media in parenting, and how that differs around the world.

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