Table of Contents
Introduction
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- Methodology
- Abbreviations
Executive Summary
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- Fertility rate is levelling out
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- Figure 1: Trends and projections of total fertility rate in the UK, 2000-2017
- 1.2 million mums stayed at home due to high childcare costs
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- Figure 2: Influence of cost of childcare on decision not to go back to work after having a child, August 2012
- Fewer mums switch to cheaper products for children
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- Figure 3: Categories where spending was switched to cheaper alternatives over the past year, August 2012
- Mums working full-time would like to spend more time with children
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- Figure 4: Family leisure habits, August 2012
- Interest in mobile parenting apps is strong
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- Figure 5: Use of mobile apps related to parenting, August 2012
- Word of mouth parenting information is trusted the most
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- Figure 6: Sources of information on parenting, August 2012
- 2.1 million UK mothers feel under pressure to ‘have it all’
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- Figure 7: Attitudes towards modern parenting, August 2012
Issues in the Market
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- What are mums’ spending priorities?
- Are modern mums under more pressure to ‘do it all’?
- Will mobile apps become essential to parenting?
Trend Application
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- Trend: Men Shopping Badly
- Trend: Re-Teching the Past
- 2015 Trend: Access Anything, Anywhere
Demographic Overview
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- Key points
- Age structure and growth projections
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- Figure 8: Trends in the age structure of the UK female population, 2007-17
- Live births
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- Figure 9: Live births in the UK, October 2008-September 2011
- Fertility rate
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- Figure 10: Trends and projections of total fertility rate in the UK, 2000-17
- Trends in the number of dependent children
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- Figure 11: Trends in number of dependent children in UK families, 2001-11
- UK family types
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- Figure 12: UK family types, 2011
Parenthood and Employment
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- Key points
- A quarter of mothers don’t return to work after giving birth
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- Figure 13: Age of child when mother went back to work, August 2012
- High childcare costs prompt mums to stay at home with the baby
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- Figure 14: Influence of cost of childcare on decision not to go back to work after having a child, August 2012
- Affordability of childcare comes to the fore
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- Figure 15: Reasons for going back to work, August 2012
Family Spending Habits
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- Key points
- Female primary income earners are found in struggling families
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- Figure 16: Main income earner status, by age of mother, August 2012
- Older mums are better-placed to raise children on their own
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- Figure 17: Household income and housing situation, by age of mother, August 2012
- Over four in ten mums are in charge of family finances
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- Figure 18: Main financial decision-maker status, August 2012
- Bigger focus on household finances in lower-income families
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- Figure 19: Main financial decision-maker status, by household income, August 2012
- Prioritising spending on essentials
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- Figure 20: Changes in spending over the past year, August 2012
- Mothers are less willing to compromise when it comes to children
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- Figure 21: Categories where spending was switched to cheaper alternatives for parents over the past year, August 2012
- Healthy finances lead to fewer compromises
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- Figure 22: Number of categories where spend was switched to cheaper alternatives over the past year, August 2012
- Prioritising children and family time
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- Figure 23: What extra money is spent on, August 2012
- Equal financial decision-making translates into higher spending
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- Figure 24: Selected things that extra money is spent on, by financial decision maker, August 2012
Changes in Family Lifestyle
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- Key points
- Health issues come to the fore
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- Figure 25: Changes in lifestyle after becoming a parent, August 2012
- Mothers aged 16-34 more focused on their careers
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- Figure 26: Changes in lifestyle after becoming a parent, by age of mother, August 2012
- Divorced or widowed mums most concerned about finances
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- Figure 27: Marital status, by levels of confidence in future finances after becoming a parent, August 2012
- Lower PDI signals falling standards of living
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- Figure 28: Changes in family lifestyle compared with a year ago, August 2012
- Younger mums are ‘having it all’
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- Figure 29: Changes in family lifestyle compared with a year ago, by age of mother, August 2012
Parenting and Family Leisure
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- Key points
- Mums set boundaries for their children
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- Figure 30: Parenting habits, August 2012
- Full-time working mums less able to focus on the family
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- Figure 31: Parenting habits, by mother’s employment status, August 2012
- Parents instil discipline in younger children
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- Figure 32: Parenting habits, by age of children, August 2012
- Half buy their way into family time
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- Figure 33: Family leisure habits, August 2012
- Mums aged 45+ most worried about impact of social networks
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- Figure 34: Family leisure habits, by age of mother, August 2012
- Affordability of being a home-maker
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- Figure 35: Attitudes towards being a stay-at-home parent, August 2012
- Mums aged 35+ enjoy home-making
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- Figure 36: Attitudes towards being a stay-at-home mum, August 2012
Online and Mobile Activities Related to Parenting
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- Key points
- Online major source of advice on parenting
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- Figure 37: Online activities related to parenting done in the past three months, August 2012
- Online activity rises with household income
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- Figure 38: Number of online activities related to parenting done in the past three months, August 2012
- Over two thirds of mums own smartphones
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- Figure 39: Mobile phone ownership, August 2012
- It’s all fun and games
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- Figure 40: Use of mobile apps related to parenting, August 2012
- App adoption is niche…
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- Figure 41: Number of mobile apps related to parenting already used, by age of mother, August 2012
- … but opportunities are growing
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- Figure 42: Number of mobile apps mothers are interested in using, by age of mother, August 2012
- Apple smartphones lead parenting apps arena
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- Figure 43: Number of mobile apps related to parenting already used, by type of mobile phone, August 2012
Sources of Advice about Parenting
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- Key points
- Word of mouth advice most trusted
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- Figure 44: Sources of information on parenting, August 2012
- Two thirds don’t seek advice in an average week
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- Figure 45: Number of sources of information on parenting, August 2012
- Mums with university degrees consult more sources
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- Figure 46: Number of sources of information on parenting, by highest level of education of mother, August 2012
Attitudes towards Modern Parenting
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- Key points
- 2.1 million UK mothers feel under pressure to ‘have it all’
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- Figure 47: Attitudes towards modern parenting, August 2012
- Generational differences in views on parenting
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- Figure 48: Attitudes towards modern parenting, by age of mother, August 2012
- Dove raises awareness about real beauty on behalf of mums
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- Figure 49: Self-Esteem Fund campaign by Dove, March 2012
Mums’ Typologies
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- Key points
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- Figure 50: Mums’ typologies, August 2012
- Easy-going Mums (53%)
- Who are they?
- Disciplinarian Mums (28%)
- Who are they?
- Breadwinner Mums (19%)
- Who are they?
Appendix – Parenthood and Employment
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- Figure 51: Age of child when mother went back to work, by detailed demographics, August 2012
- Figure 52: Reasons for going back to work, by detailed demographics, August 2012
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Appendix – Changes in Family Lifestyle
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- Figure 53: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
- Figure 54: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
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- Figure 55: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
- Figure 56: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
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- Figure 57: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
- Figure 58: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
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Appendix – Parenting and Family Leisure
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- Figure 59: Most popular parenting habits, by detailed demographics, August 2012
- Figure 60: Next most popular parenting habits, by detailed demographics, August 2012
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- Figure 61: Other parenting habits, by detailed demographics, August 2012
- Figure 62: Most popular family leisure habits, by detailed demographics, August 2012
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- Figure 63: Next most popular family leisure habits, by detailed demographics, August 2012
- Figure 64: Most popular attitudes towards being a stay-at-home parent, by detailed demographics, August 2012
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- Figure 65: Next most popular attitudes towards being a stay-at-home parent, by detailed demographics, August 2012
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Appendix – Family Spending Habits
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- Figure 66: Main income earner and financial decision-maker status, by detailed demographics, August 2012
- Figure 67: Most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
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- Figure 68: Next most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
- Figure 69: Repertoire of categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
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- Figure 70: Most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
- Figure 71: Next most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
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- Figure 72: Repertoire of categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
- Figure 73: What extra money is spent on, by detailed demographics, August 2012
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- Figure 74: What extra money is spent on, by detailed demographics, August 2012
- Figure 75: What extra money is spent on, by detailed demographics, August 2012
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- Figure 76: What extra money is spent on, by detailed demographics, August 2012
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Appendix – Online and Mobile Activities Related to Parenting
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- Figure 77: Most popular online activities related to parenting, by detailed demographics, August 2012
- Figure 78: Next most popular online activities related to parenting, by detailed demographics, August 2012
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- Figure 79: Use of parental advice apps and apps to help babies/young children go to sleep related to parenting, by detailed demographics, August 2012
- Figure 80: Use of apps that provide health advice/diagnosis for babies/young children and apps that help track babies’ activities, growth and milestones related to parenting, by detailed demographics, August 2012
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- Figure 81: Use of pregnancy-related advice apps and apps that monitor children’s mobile usage/track their location related to parenting, by detailed demographics, August 2012
- Figure 82: Use of apps that allow children to browse safely online, filtering inappropriate content and Gaming apps related to parenting, by detailed demographics, August 2012
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- Figure 83: Use of child development apps and educational/book apps related to parenting, by detailed demographics, August 2012
- Figure 84: Use of entertainment apps to occupy young children related to parenting, by detailed demographics, August 2012
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Appendix – Sources of Advice About Parenting
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- Figure 85: Most popular sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
- Figure 86: Next most popular sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
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- Figure 87: Repertoire of sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
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Appendix – Attitudes Towards Modern Parenting
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- Figure 88: Most popular attitudes towards modern parenting, by detailed demographics, August 2012
- Figure 89: Next most popular attitudes towards modern parenting, by detailed demographics, August 2012
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Appendix – Mums’ Typologies
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- Figure 90: Target groups, by detailed demographics, August 2012
- Figure 91: Main income earner status, by target groups, August 2012
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- Figure 92: Main financial decision-maker status, by target groups, August 2012
- Figure 93: Age of child when mother went back to work, by target groups, August 2012
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- Figure 94: Reasons for going back to work, by target groups, August 2012
- Figure 95: Importance of childcare costs in decision for not going back to work, by target groups, August 2012
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- Figure 96: Changes in lifestyle after becoming a parent, by target groups, August 2012
- Figure 97: Changes in lifestyle compared with a year ago, by target groups, August 2012
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- Figure 98: Parenting habits, by target groups, August 2012
- Figure 99: Family leisure habits, by target groups, August 2012
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- Figure 100: Attitudes towards being a stay-at-home parent, by target groups, August 2012
- Figure 101: Changes in spending over the past year, by target groups, August 2012
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- Figure 102: Categories where spending was switched to cheaper alternatives, by target groups, August 2012
- Figure 103: Categories where spending was switched to cheaper alternatives, by target groups, August 2012
- Figure 104: What extra money is spent on, by target groups, August 2012
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- Figure 105: Online activities related to parenting, by target groups, August 2012
- Figure 106: Mobile phone ownership, by target groups, August 2012
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- Figure 107: Use of mobile apps related to parenting, by target groups, August 2012
- Figure 108: Sources of information on parenting, by target groups, August 2012
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- Figure 109: Attitudes towards modern parenting, by target groups, August 2012
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