“Brands that are responsive to mums’ concerns and aim to grow with their preferences (which are increasingly expressed via social media channels) will be in a stronger position when competing for their consumer loyalty.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Introduction
Executive Summary
Trend Application
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
Issues in the Market
Market Drivers
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
Division of Parental Responsibilities
Mums’ Aspirations for Children
Children’s After-School Activities and Recreation
Mums’ Segmentation – Attitudes towards Finances and Children’s Future
Online Socialising Habits of Mums
Online Engagement
Attitudes towards Children’s Use of Technology
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Mum’s Demographics
Appendix – Division of Parental Responsibilities
Appendix – Mums’ Aspirations for Children
Appendix – Children’s After-school Activities and Recreation
Appendix – Mums’ Segmentation: Attitudes towards Finances and Children’s Future
Appendix – Online Socialising Habits of Mums
Appendix – Online Engagement
Appendix – Attitudes towards Children’s Use of Technology
30th September 2014
“The social media ‘learning race’ has resulted in a new ‘hyper involved’ mother who places great focus and attention on their children’s developmental rate. New toys from Fisher-Price encourage a more relaxed approach, giving children the space necessary to learn about the world on their own terms.” 
30th July 2014
"The Tech Crèche concept can be extended to other areas of family life, such as family meals and leisure time at home, with parents encouraging kids to rediscover forgotten skills and ways of learning."
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What impact will the changes to the parental leave law have on mums’ role in their families?
