Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- US moms
- Moms’ buying power
- Working moms
- Marketing strategies
- The consumer
- Social media use
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- Figure 1: Moms’ social media use – social use, May 2014
- Qualities of a “good mother”
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- Figure 2: Very/somewhat important qualities of a “good mother,” May 2014
- Attitudes toward parenting and discipline
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- Figure 3: Moms’ attitudes toward strictness and discipline, by generations, May 2014
- Perceived trustworthiness of information sources
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- Figure 4: Perceived trustworthiness of information sources, May 2014
- Brand loyalty and purchase influencers
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- Figure 5: Brand loyalty in food and drink purchases, net: “always” or “usually” buy same brand, May 2014
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- Figure 6: Brand loyalty in non-food and drink purchases, net: “always” or “usually” buy same brand, May 2014
- What we think
Issues and Insights
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- Hours spent on leisure, household duties unequal between moms, dads
- The issues:
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- Figure 7: Average number of hours spent per week on paid work, housework, and childcare, moms versus dads, 1965 versus 2011
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- Figure 8: Average number of hours spent per day on housework, childcare, and leisure, weekday versus weekend day, moms versus dads, 2003-12
- The implications:
- Pressure to be a “super mom”
- The issues:
- The implications:
- The majority of moms are not brand loyal
- The issues:
- The implications:
Trend Application
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- Trend: Slow It All Down
- Trend: The Real Thing
- Trend: Help Me Help Myself
Birthrate and Trends
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- Key points
- US fertility rate hits new record low in 2013
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- Figure 9: Annual births and fertility rate, 2003-13*
- Figure 10: Population by age, 2009-19
- Non-Hispanic White mothers account for majority of births, have lowest fertility rate
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- Figure 11: Births, by race and Hispanic origin of mother, 2003-13*
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- Figure 12: Fertility rate, by race and Hispanic origin, 2003-13*
- More than three quarters of births to women aged 20-34
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- Figure 13: Distribution of births, by age of mother, 2013
- Teen birthrate continues to decline
Innovations and Innovators
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- Theme: Entertainment and activities
- Google apps for kids
- Elmer’s Early Learners
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- Figure 14: Elmer’s, “Elmer’s Early Learners Glue Stick and Glue Pen,” Television Ad, 2013
- Figure 15: Elmer’s, Website Screenshot – Early Learners Products, 2014
- Theme: Convenience
- CluckCluck app
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- Figure 16: CluckCluck, Website Screenshot, 2014
- Baby Brezza Formula Pro
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- Figure 17: Baby Brezza, “Formula Pro How to: Daily Usage,” How-to Video, 2013
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- Figure 18: Baby Brezza, Print Ad, 2014
- Theme: Monitoring
- Sproutling Baby Monitor
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- Figure 19: Sproutling, “Introducing the Sproutling Baby Monitor,” Online Video, 2014
- Figure 20: Sproutling, Website Screenshot, 2014
- Mevoked online tracking
- Tykester mobile app
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- Figure 21: Tykester, Website Screenshot, 2014
- Theme: Exercise
- LeapFrog LeapBand
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- Figure 22: LeapFrog, “LeapBand from LeapFrog is Fit Made Fun!,” Online Video, 2014
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- Figure 23: LeapFrog, Website Screenshot, 2014
- X-Doria KidFit
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- Figure 24: X-Doria, “KidFit – Wireless Fitness & Sleep Tracker for Kids,” Online Video, 2014
- Figure 25: X-Doria, Website Screenshot, 2014
- Theme: Keeping families connected
- DinnerTime app
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- Figure 26: DinnerTime, Website Screenshot, 2014
- Mini Hug mobile app
Marketing Strategies
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- Overview of the brand landscape
- Theme: Natural (and Effective) Products
- Sea-Band – Sea-Band Mama
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- Figure 27: Sea-Band, “Pregnancy Morning Sickness? Drug Free Ways to Reduce Nausea During Pregnancy,” Television Ad, 2014
- Plum Organics and Target – Made to Matter Program
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- Figure 28: Plum Organics, “Plum Organics: Handpicked by Target for Made to Matter,” Television Ad, 2014
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- Figure 29: Target, “Made to Matter, handpicked by Target – Extended Version,” Television Ad, 2014
- Figure 30: Target, “Made to Matter Baby,” Television Ad, 2014
- Method – Clean Happy
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- Figure 31: Method “Clean Happy – The Movie Trailer”, Television Ad, 2014
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- Figure 32: Method, Online Ad, 2014
- The Honest Company – #HonestMom
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- Figure 33: The Honest Company, “An #HonestMom Commercial,” Television AD, 2014
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- Figure 34: The Honesty Company, Website Screenshot – Subscription Service, 2014
- Gap – Organics Collection
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- Figure 35: Gap, Email Ad, 2014
- Theme: Customer Reviews
- Carter’s – Five-star Reviews
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- Figure 36: Carter’s, Email Ad, 2014
- OshKosh B’gosh – Write & Win
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- Figure 37: OshKosh B’gosh, Email Ad, 2014
- Theme: Making Memories
- Walt Disney World Resorts and Theme Parks
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- Figure 38: Walt Disney World Resort, Direct Mailing, 2014
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- Figure 39: Walt Disney World Resort, “Be Our Guest – MyMagic+,” Television Ad, 2014
- Campbell’s – Look Who’s Home
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- Figure 40: Campbell’s, “Look Who’s Home,” Television Ad, 2013
- Elmer’s – Let’s Bond
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- Figure 41: Elmer’s, “Let’s Bond,” Television ad, 2013
- Theme: Safety
- Cybex – Aton infant car seats
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- Figure 42: Cybex, Print Ad, 2014
- Figure 43: Cybex, Email Ad, 2014
- United Healthcare – Health in Numbers
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- Figure 44: United Healthcare, Print Ad, 2014
- Johnson & Johnson – Our Safety Promise
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- Figure 45: Johnson & Johnson, “Our Safety Promise,” Online Video, 2014
- Theme: Ads That Make You Say, “Awww”
- Dreft – Hypoallergenic Detergent
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- Figure 46: Dreft, Print Ad, 2014
- Gerber – Baby Food and Graduates
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- Figure 47: Gerber, “Meet Gerber’s panel of 2,000 tiny taste-testers,” Television Ad, 2014
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- Figure 48: Gerber, “Gerber Graduates Lil’ Entrees: ‘Pants’,” Television Ad, 2014
- Graco – 4ever 4-in-1 Car Seat
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- Figure 49: Graco, Print Ad, 2014
- Theme: Subscription Delivery Services
- Amazon.com – Amazon Mom
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- Figure 50: Amazon.com, Mobile Ad, 2014
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- Figure 51: Amazon.com, “Amazon Mom Program,” Online Video, 2014
- Amazon.com – Dash
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- Figure 52: Amazon.com, “Introducing Amazon Dash,” Online Video, 2014
- Target – Subscription
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- Figure 53: Target, “Target Subscriptions,” Online Video, 2014
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- Figure 54: Target, “Time Thieves – In-store Pick-up,” Television Ad, 2014
Moms’ Parenting Situation
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- Key points
- Four in 10 births in US to unmarried women
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- Figure 55: Percentage of births to unmarried women, 2002-12
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- Figure 56: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
- Majority of moms raising children with a spouse or significant other
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- Figure 57: Moms’ parenting situation, May 2014
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- Figure 58: Mothers’ living situation – based on Family Groups by Race and Hispanic Origin of Reference Person, 2012
- Figure 59: Moms’ parenting situation, by age, May 2014
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- Figure 60: Moms’ parenting situation, by household income, May 2014
- Moms’ labor force participation
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- Figure 61: Labor force participation rate of mothers, by marital status and children’s age, 2013
Moms’ Social Media Use
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- Key points
- Moms over index on social media use
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- Figure 62: Uses social media 3+ times per day, by age of children in household, January 2013-March 2014
- Moms use social media for photo sharing
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- Figure 63: Moms’ social media use – social use, May 2014
- Interaction with brands/companies on social media
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- Figure 64: Moms' social media use – purchase use, May 2014
- Social media initiatives should target young moms
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- Figure 65: Moms' social media use, by age, May 2014
- Moms more likely to interact with brands on Twitter
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- Figure 66: Moms' social media use, by social media websites visited daily, May 2014
- Single moms may not have time for social media
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- Figure 67: Moms' social media use, by parenting situation, May 2014
- Moms of young children frequently share photos
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- Figure 68: Moms' social media use, by age of kids, May 2014
Qualities of a “Good Mother”
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- Key points
- So much to do and only so many hours in a day
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- Figure 69: Qualities of a “good mother,” May 2014
- Working moms more likely to take “me time”
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- Figure 70: Very important qualities of a “good mother,” by employment, May 2014
- Amount of control over children sways level of importance
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- Figure 71: Very important qualities of a “good mother,” by age of kids, May 2014
Attitudes toward Parenting and Discipline
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- Key points
- Modern parenting emphasizes trust, rewards
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- Figure 72: Attitudes toward parenting and discipline, May 2014
- Moms’ approaches vary by household income
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- Figure 73: Attitudes toward parenting and discipline, by household income, May 2014
- Millennial moms: A return to traditional parenting styles?
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- Figure 74: Attitudes toward parenting and discipline, by generations, May 2014
Perceived Trustworthiness of Information Sources
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- Key points
- Moms seek unbiased information sources
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- Figure 75: Perceived trustworthiness of information sources, May 2014
- Mid- to high-income moms more trusting of experts
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- Figure 76: Perceived trustworthiness of information sources – “Any top three,” by household income, May 2014
- Moms in low-income households are most wary
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- Figure 77: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by household income, May 2014
- Moms who work full-time are more trusting
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- Figure 78: Perceived trustworthiness of information sources – “Any top three,” by employment, May 2014
Brand Loyalty and Purchase Influencers: Food and Drink
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- Key points
- Moms are reasonably loyal to food and drink brands
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- Figure 79: Brand loyalty in food and drink purchases, net: “always” or “usually” buy same brand, May 2014
- Moms in high-income homes generally more brand loyal
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- Figure 80: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by household income, May 2014
- Food and drink purchase influencers
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- Figure 81: Influencers on food and drink purchases, May 2014
- The influence of children
- In-store samples could sway moms
- High-income moms look at panels, low-income moms look at prices
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- Figure 82: Influencers on food and drink purchases, by household income, May 2014
Brand Loyalty and Purchase Influencers: Non-food and Drink
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- Key points
- Moms slightly less loyal to non-food and drink brands
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- Figure 83: Brand loyalty in non-food and drink purchases, net: “always” or “usually” buy same brand, May 2014
- Moms in lower-income homes more brand loyal
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- Figure 84: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by household income, May 2014
- Full-time working moms least brand loyal
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- Figure 85: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by employment, May 2014
- Non-food and drink purchase influencers
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- Figure 86: Influencers on non-food and drink purchases, May 2014
- High-income moms look at quality, low-income moms look at price
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- Figure 87: Influencers on non-food and drink purchases, by household income, May 2014
Impact of Race and Hispanic Origin
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- Key points
- Black moms feel the pressure
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- Figure 88: Count of very important qualities of a “good mother,” by race/Hispanic origin, May 2014
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- Figure 89: Very important qualities of a “good mother,” by race/Hispanic origin, May 2014
- Trusted sources of information
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- Figure 90: Perceived trustworthiness of information sources – “Any top three,” by race/Hispanic origin, May 2014
- Brand loyalty and purchase influencers for food and drink purchases
- Black moms more brand loyal to food and drink brands
- Hispanic moms not particularly brand loyal
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- Figure 91: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by race/Hispanic origin, May 2014
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- Figure 92: Influencers on food and drink purchases, by race/Hispanic origin, May 2014
Appendix – Other Useful Consumer Tables
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- Moms’ parenting situation
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- Figure 93: Moms’ parenting situation, by employment, May 2014
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- Figure 94: Moms’ parenting situation, by marital status, May 2014
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- Figure 95: Moms’ parenting situation, by employment, May 2014
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- Figure 96: Moms’ parenting situation, by age of kids, May 2014
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- Figure 97: Moms’ parenting situation, by generations, May 2014
- Moms’ social media use
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- Figure 98: Moms' social media use, May 2014
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- Figure 99: Moms' social media use, by household income, May 2014
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- Figure 100: Moms' social media use, by race/Hispanic origin, May 2014
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- Figure 101: Moms' social media use, by employment, May 2014
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- Figure 102: Moms' social media use, by social media websites visited daily, May 2014
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- Figure 103: Moms' social media use, by social media websites visited daily, May 2014
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- Figure 104: Moms' social media use, by marital status, May 2014
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- Figure 105: Moms' social media use, by employment, May 2014
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- Figure 106: Moms' social media use, by generations, May 2014
- Qualities of a “good mother”
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- Figure 107: Very important qualities of a “good mother,” by age, May 2014
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- Figure 108: Very important qualities of a “good mother,” by household income, May 2014
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- Figure 109: Very important qualities of a “good mother,” by marital status, May 2014
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- Figure 110: Very important qualities of a “good mother,” by employment, May 2014
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- Figure 111: Very important qualities of a “good mother,” by parenting situation, May 2014
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- Figure 112: Very important qualities of a “good mother,” by generations, May 2014
- Attitudes toward parenting and discipline
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- Figure 113: Attitudes toward parenting and discipline, May 2014
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- Figure 114: Attitudes toward parenting and discipline, by age, May 2014
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- Figure 115: Attitudes toward parenting and discipline, by race/Hispanic origin, May 2014
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- Figure 116: Attitudes toward parenting and discipline, by employment, May 2014
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- Figure 117: Attitudes toward parenting and discipline, by marital status, May 2014
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- Figure 118: Attitudes toward parenting and discipline, by employment, May 2014
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- Figure 119: Attitudes toward parenting and discipline, by parenting situation, May 2014
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- Figure 120: Attitudes toward parenting and discipline, by age of kids, May 2014
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- Figure 121: Attitudes toward parenting and discipline, by generations, May 2014
- Perceived trustworthiness of information sources
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- Figure 122: Perceived trustworthiness of information sources, May 2014
- Any Untrustworthy (0-4)
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- Figure 123: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by age, May 2014
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- Figure 124: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by employment, May 2014
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- Figure 125: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by race/Hispanic origin, May 2014
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- Figure 126: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by marital status, May 2014
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- Figure 127: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by employment, May 2014
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- Figure 128: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by parenting situation, May 2014
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- Figure 129: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by generations, May 2014
- Any top three
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- Figure 130: Perceived trustworthiness of information sources – “Any top three,” by age, May 2014
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- Figure 131: Perceived trustworthiness of information sources – “Any top three,” by marital status, May 2014
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- Figure 132: Perceived trustworthiness of information sources – “Any top three,” by employment, May 2014
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- Figure 133: Perceived trustworthiness of information sources – “Any top three,” by parenting situation, May 2014
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- Figure 134: Perceived trustworthiness of information sources – “Any top three,” by age of kids, May 2014
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- Figure 135: Perceived trustworthiness of information sources – “Any top three,” by generations, May 2014
- Brand loyalty and purchase influencers: food and drink:
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- Figure 136: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by age, May 2014
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- Figure 137: Brand loyalty in food and drink purchases, May 2014
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- Figure 138: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by marital status, May 2014
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- Figure 139: Brand loyalty in food and drink purchases – Always or usually buys the same brand by employment, May 2014
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- Figure 140: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by parenting situation, May 2014
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- Figure 141: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by age of kids, May 2014
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- Figure 142: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by generations, May 2014
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- Figure 143: Influencers on food and drink purchases, by age, May 2014
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- Figure 144: Influencers on food and drink purchases, by employment, May 2014
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- Figure 145: Influencers on food and drink purchases, by marital status, May 2014
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- Figure 146: Influencers on food and drink purchases, by employment, May 2014
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- Figure 147: Influencers on food and drink purchases, by parenting situation, May 2014
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- Figure 148: Influencers on food and drink purchases, by age of kids, May 2014
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- Figure 149: Influencers on food and drink purchases, by generations, May 2014
- Brand loyalty and purchase influencers: Non-food and drink:
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- Figure 150: Brand loyalty in non-food and drink purchases, May 2014
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- Figure 151: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by age, May 2014
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- Figure 152: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by race/Hispanic origin, May 2014
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- Figure 153: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by marital status, May 2014
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- Figure 154: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by employment, May 2014
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- Figure 155: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by parenting situation, May 2014
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- Figure 156: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by age of kids, May 2014
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- Figure 157: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by generations, May 2014
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- Figure 158: Influencers on non-food and drink purchases, May 2014
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- Figure 159: Influencers on non-food and drink purchases, by age, May 2014
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- Figure 160: Influencers on non-food and drink purchases, by race/Hispanic origin, May 2014
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- Figure 161: Influencers on non-food and drink purchases, by employment, May 2014
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- Figure 162: Influencers on non-food and drink purchases, by marital status, May 2014
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- Figure 163: Influencers on non-food and drink purchases, by employment, May 2014
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- Figure 164: Influencers on non-food and drink purchases, by parenting situation, May 2014
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- Figure 165: Influencers on non-food and drink purchases, by age of kids, May 2014
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- Figure 166: Influencers on non-food and drink purchases, by generations, May 2014
- Repertoire demographics
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- Figure 167: Count of very important qualities of a “good mother,” by area, May 2014
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- Figure 168: Count of very important qualities of a “good mother,” by marital status, May 2014
Appendix – Experian Marketing Services Tables
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- Figure 169: Frequency of social media use, by age of children in household, January 2013-March 2014
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- Figure 170: Attitudes toward social media, by kids’ ages, January 2013-March 2014 – Any Agree
- Figure 171: Attitudes toward social media, by kids’ ages, January 2013-March 2014 – Any Agree
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Appendix – Trade Associations
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