Mums Turn to Online Video: The Opportunity for Brands

June 2015

Whether they are researching the next family holiday or squeezing in a workout during nap time, today's mums are turning to YouTube in their moments of need. Check out the video below to see how brands are answering those needs, sparking a discussion or providing a little inspiration in return.

Today's mums aren't so different from their mums, or even their mums' mums. They have many of the same parenting questions, and they experience similar joys – watching their children learn new things, for example. But the resources they use to manage the complexities of motherhood have changed. Mums still seek advice and a broad range of opinions, but they're often turning to the web to do so.

To understand the role of the internet in mums' lives better, we partnered with TNS to survey 1,500 women ages 18–54 who watch videos online and have kids under the age of 18. Results showed that 83% of those mums search for answers to their questions online.1 And of those, three in five mums use online video to answer those questions.1

When mums have those I-want-to-know, I-want-to-go, I-want-to-buy, I-want-to-do moments, they often turn to YouTube. So much so that mums say they visit YouTube more than any other site or app for online video.2 Whether to research the next family holiday, get in a quick workout during nap time, decide which tablet is the best option for the kids to share, offer homework help with the fractions lesson or learn how to set up the new printer for her own small business, Mum turns to YouTube in her moments of need, no matter how big or small.

With Mother's Day fast approaching, we want to celebrate mums and all they do. Check out the video below to see how Mum is turning to YouTube in her moments of need – and how brands are answering her needs, sparking a discussion or providing a little inspiration in return.


Celebrating Moms on YouTube
Celebrating Mum: Mother's Day Gift Trends