Modern Mums on YouTube Are Finding Their Own Way to Parent
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1 Modern Mums on YouTube Are Finding Their Own Way to Parent Written by Kate Stanford Published May 2017 Topics Video, Mobile, Did you know mums watch YouTube more for me time than we time? In honour of Mother s Day, we re looking at all the ways #AllTheMums watch online video. Here are six trends among mums on YouTube according to new research commissioned by Google in partnership with Ipsos Connect.
2 Happy Mother s Day to #AllTheMoms Motherhood is a unifying force. Though mums favourite videos are as diverse as they are, mums on YouTube are united in their top three reasons for tuning in: Their no.1 reason for watching YouTube is entertainment, followed by learning and then co-watching with their kids. 1 Here are six consumer insights to help you get to know #AllTheMums on YouTube: 1. Mums are more likely to be mobile Mums are significantly more likely than dads to use smartphones. 2 Cricket Wireless earned a spot on the YouTube Ads Leaderboard last year for winning over tech-savvy mums in a movement for #PhotoMombing: #PhotoMombing: Because Moms Are the Bomb! thinkwithgoogle.com 2
3 2. Mum time on YouTube is usually me time The no.1 reason mums watch YouTube is for their own entertainment or relaxation. 3 We all know mums have earned those minutes of me time. Clinique taps into that trend in this collaboration with YouTube creator What supmums: Am I Getting OLD?!? (Funny Clinique Ad) 3. Mums want guidance video guidance Mums no.2 reason to watch YouTube is for tips: Seven in 10 mums come to YouTube for parental guidance. 4 And the majority of mums seeking answers from the mundane to the major turn to online video to find them. 5 When there s a spike in prom hair interest on YouTube, creators like Cute Girls Hairstyles are ready with a family-friendly tutorial: 3 Prom Hairstyles Updo Cute Girls Hairstyles thinkwithgoogle.com 3
4 4. They re open to parenting guidance from brands Over 70% of mums are open to videos by brands or companies on YouTube when seeking guidance across parenting topics. 6 And they re finding branded videos: More than half of mums who turned to YouTube videos for guidance on parenting topics watched videos made by brands or companies. 7 Johnson s Baby is a great example of a brand that was there in a moment of need, with step-by-step tutorials for putting baby to sleep: How To Get Baby To Sleep with a Bedtime Routine JOHNSONS 5. Mums watch YouTube to connect with their best friends Seven in 10 mums say they consider their child one of their best friends. 8 After seeking entertainment and tips, mums no.3 reason for watching YouTube is to co-watch with their children their besties. 9 Hasbro created an original YouTube series called Hanazuki with the idea that parents and kids would watch together. The show implies it s OK to have and explore different moods and feelings, which can spark healthy conversation between parents and kids: thinkwithgoogle.com 4
5 Hanazuki - Season 1 Trailer 6. Mums pursue their personal passions on YouTube From rock climbing to baking, mums pursue their personal passions on YouTube. But they re significantly less likely than dads to say they ve continued to do so since having children. 10 Meet Jenny from the Missouri Star Quilt Company, a mother and a grandmother who found a way to make her passion into her profession by creating YouTube tutorials: Missouri Star Quilt Co. uses YouTube and Video Ads to grow their business See how other brands celebrate the uniqueness of modern mums with this playlist: Ads That Recognise #AllTheMums. thinkwithgoogle.com 5
6 Sources 1-4, 6-10 Google/Ipsos Connect, US, Human Stories: Gen X and Millennial Parents, n=1,242 females aged who go online at least monthly, with children 18 years or younger living in their household; n=813 males aged who go online at least monthly, with children 18 years or younger living in their household, Sept Google/TNS, Mums audience study, Apr thinkwithgoogle.com 6
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