Research for

Mother’s Day

• Mums prefer handmade gifts to breakfast in bed.• Whilst mums would like a card and a nice meal out, fathers still have no idea what

to get on behalf of the kids.

• Mother’s Day is celebrated by more listeners than Easter.

• As long as mums spend the day with family and the day is filled with love and happiness, they don’t mind what they get as a gift.

• Mums would like a nice meal out, but it’s currently not in the consideration set for dads to buy- there is an opportunity to tell dads to book a nice meal out for their partner.

• 1 in 10 mums are purchasing something for themselves this Mother’s Day

MOTHER’S DAY IS CELEBRATED BY MORE SCA LISTENERS THAN EASTER AND VALENTINE’S DAY

Source: SCA Research Celebration Study | Feb 2017 | Hit N=845 | MMM N=499

of Hit listeners celebrate

Mother’s DayEaster: 85%

Valentine’s Day: 50%

89%of MMM listeners

celebrate Mother’s Day

Easter: 79%Valentine’s Day: 39%

83%

MOTHER’S DAY IS ABOUT SPENDING TIME WITH FAMILY AND HANDMADE GIFTSIN FACT, MOTHERS WOULD PREFER A HANDMADE GIFT THAN BREAKFAST IN BED WITH A CARD!

Source: SCA Research Celebration Study | Feb 2017 | Female N=815 | Males N=349

Of SCA listeners will be celebrating Mother’s Day

with their family

88% 87% 65%

Of SCA listeners agree that Mother’s Day is more about spending time with family,

nor buying gifts

Of SCA listeners agree that Mother’s Day is all about

handmade gifts for the kids- this is particularly the case with

mums where it jumps to 78%

54%

Of SCA listeners agree that Mother’s Day is about

getting breakfast in bed and a nice card- nut males are more likely to agree to

this than females!

MOTHERS PLAN ON SPENDING THE DAY AT HOME WITH FAMILY

Source: SCA Research Celebration Study | Feb 2017 | Female N=815 | Males N=349 | Mothers N=338

Spen

d it at

home w

ith th

e fam

ily

Go out

for LU

NCH

Call my m

um

Someth

ing els

e

Go out

for DINNER

I have

no ide

a

Go out

for BREA

KFAST

Have a

BBQ

Go for

a picn

ic

Go for

a driv

e

Go to t

he be

ach

Go to t

he m

ovies

44%

30% 29%

4%

17%12% 11% 14%

6% 7%3% 3%

41%

28%21%

13% 14% 14% 15%10% 7% 7% 6% 8%

49%

24% 24%

15% 13% 13% 12% 10% 9% 8% 8% 5%

Males Females Mothers

What are you planning on doing on Mother's Day?

What are people buying their mum for Mother’s Day?

THE MAJORITY OF THOSE WHO CELEBRATE MOTHER’S DAY ARE PURCHASING SOMETHING FOR THEIR MUM

Source: SCA Research Celebration Study | Feb 2017 | Hit N=845 | MMM N=499

of MALES will be purchasing something

for their mum this Mother’s Day

70% 80%of FEMALES will be

purchasing something for their mum this

Mother’s Day

HOWEVER, 1 IN 4 SCA LISTENERS HAVE NO IDEA WHAT TO BUY FOR THEIR MUM ON MOTHER’S DAYWhat are you planning on purchasing for your Mum for Mother's Day?

Source: SCA Research Celebration Study | Feb 2017 | Female N=649 | Males N=245

Card

Flowers

I have

no ide

a

Gift Vou

chers

Chocol

ates

A nice m

eal

Someth

ing els

e

Perfu

me

Jewelle

ry

Alcoho

l

Beauty

treatm

ent

Homew

ares

Candle

sLol

lies

Creams/lo

tions

Makeup

Balloon

s

51%

40%

26%23%

18% 18%12%

6% 5% 4% 4% 4% 3% 2% 2% 0% 0%

52%

34%

24% 22%18% 17%

13%18%

14%

4%

15%

7% 8%2%

5%1% 1%

Males Females

WHILE MOST MEN WON’T BE PURCHASING THEIR GIFT UNTIL A FEW DAYS PRIOR, WOMEN PURCHASE THEIR GIFT A WEEK OR TWO BEFORE

Source: SCA Research Celebration Study | Feb 2017 | Females N=649 | Males N=245

Of those who celebrate Mother’s Day, when do they purchase?

On The Day Few Days Prior

1 Week Prior

2+ Weeks Prior

Females 3%

Females 28%

Females 34%

Females 36%

Males 8% Males 41% Males 30% Males 21%

So, what do mums actually want this Mother’s Day and does this match what dad is getting them?

A CARD AND A NICE MEAL IS WHAT MUMS WOULD LIKE TO RECEIVE BUT ALMOST 1 IN 10 HAVE NO IDEA WHAT THEY WOULD LIKE

Source: SCA Research Celebration Study | Feb 2017 | Female N=815 | Males N=349 | Mothers N=338

Card

A nice m

eal

Pampe

r pack

age

Gift Vou

chers

Flowers

Someth

ing els

e

Perfu

me

Jewelle

ry

Chocol

ates

Candle

s

Homew

ares

Makeup

Alcoho

l

I have

no ide

a

Creams/lo

tions

Balloon

sLol

lies

43%39%

36%32% 30% 30%

26%23% 21%

14%10% 9% 9% 8% 7%

4% 3%

What would you like to receive on Mother's Day as your gift?

• Handmade gifts• Nice day out• Happiness, love & cuddles• A day off from being

mum- i.e cooking, cleaning

1 in 10 (9%) mums are planning on purchasing something for themselves this Mother’s Day!

1 IN 4 DADS HAVE NO IDEA WHAT TO GET THEIR PARTNER FOR MOTHER’S DAY ON BEHALF OF THE KIDS

Source: SCA Research Celebration Study | Feb 2017 | Fathers N= 168

Card

Flowers

I have

no ide

a

A nice m

eal

Chocol

ates

Perfu

me

Jewelle

ry

Gift Vou

chers

Beauty

treatm

ent

Alcoho

l

Candle

s

Someth

ing els

e

Creams/lo

tions

Lollies

Makeup

Homew

ares

Balloon

s

40% 38%

24%21% 20%

16% 15% 15% 14%

7% 7% 7% 5% 4% 3% 3% 1%

What are you planning on purchasing for your partner on behalf of your kids for Mother's Day?

48% of males are purchasing something for their partner on behalf of their kids. Check out what they are purchasing below…

Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words that first came to mind.

A keyword search was used to sort and rank the responses to these questions.

The results are an un-weighted sample, but are reflective of the Southern Cross Austereo audience. SCA brands reach approximately 35% of the 10+ population and approximately 41% of the 25-54 population in the five metropolitan markets in Australia, suggesting it would be reasonable to consider these results to be a fair if not fully balanced representation of the opinions in these marketplaces.

Furthermore, as it is an online survey, the respondents would also be skewed towards being ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general.

These research surveys conducted by Southern Cross Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan marketplaces only.

Images and icons sourced from Unsplash and Flat Icon.

The results of this survey are “INDICATIVE” ONLY.

The survey was conducted by Southern Cross Austereo using its online panel nationally.

The panel is obtained from our radio networks database under the labels of ‘Hit VIP’ on the Hit Network and ‘The Club’ on the MMM Network. All members of these databases would be considered listeners to these stations.

The database contains about 200,000 members.The is split between the Hit database and the Triple M database.

Of these members, approximately 20,000 people were invited to be part of our panel community. Metro listeners were invited to take part in the survey and they were recruited from this database.