Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
- Moms, kids, and technology
- Moms are for technology
- Moms are against technology
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- Figure 1: Moms’ attitude toward kids and technology, July 2018
- Moms and social media
- Moms embrace social media
- Moms fear social media
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- Figure 2: Moms’ attitudes toward social media, July 2018
- Moms at work and at home
- Moms want to stay home
- Moms want to go to work
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- Figure 3: Attitudes toward working inside and outside of the home, by employment status, July 2018
- Moms and finances
- Moms have stable finances
- Moms worry about having enough
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- Figure 4: Current financial state, February 2018
- What it means
The Market – What You Need to Know
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- Birth rate continues to fall
- Mature moms
- Most moms are working moms
- Moms’ mind on their money
- Sharing is caring
Moms by the Numbers
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- Birth rate continues to drop, but share of moms goes up
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- Figure 5: Annual births and general fertility rate, 2006-17
- Small families remain the norm
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- Figure 6: Average number of own children under 18 per family by type of family, 1960-2017
- New families are old families
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- Figure 7: Birth rates by age of mother, 2010 and 2016
- Even with demographic shifts, most children are born to moms <40
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- Figure 8: Share of births by age of mother, 2016
- Moms are working, particularly while their kids are school aged
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- Figure 9: Labor force participation rate of mothers by age of youngest child, 1975 and 2015
Moms and Money
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- Moms less positive about their financial affairs
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- Figure 10: Opinion of current financial situation, July 2018
- Moms and dads differ in their outlook
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- Figure 11: Opinion of future financial situation, July 2018
- Childcare is a primary expense
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- Figure 12: National average weekly cost of childcare, 2013-17
- Keeping finances apart
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- Figure 13: Sharing bank accounts, July 2018
How Moms Spend Their Time
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- Moms shift from unpaid to paid work
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- Figure 14: Tide PODS® | Denim Hacks Made Simple Using Tide PODS® Plus Downy, September 2017
- Figure 15: Average hours per day spent on paid/unpaid work, 2017
- Moms can take a lesson from dads on self-care
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- Figure 16: Time spent on leisure and sports, 2017
- Facebook is moms’ platform of choice
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- Figure 17: Daily social media usage, September 2018
On Moms’ Minds – What You Need to Know
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- Going beyond milestones
- Social media support
- Fun with food
- Breastfeeding still a battle
- When a baby book won’t do
What They’re Into
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- Targeting moms beyond the birth day
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- Figure 18: American Greetings Commercial | Tattoo | #GiveMeaning, May 2017
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- Figure 19: The New Volvo XC60 – Moments, June 2017
- Showing the stronger side of moms
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- Figure 20: Once a Mother, Always a Giant | Brawny Paper Towels, May 2017
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- Figure 21: TV Commercials | Spring 2017 | All Hail the Carhartt Woman, May 2017
- Figure 22: YETI Presents: My Mom Vala, May 2018
- New media as support group
- Kristen Bell lets moms off the hook
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- Figure 23: #Momsplaining with Kristen Bell: PregnancyRealness, January 2018
- Food solutions for moms and kids
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- Figure 24: Bring Your Kitchen To Life: House
What They’re Over
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- Families rethink screen time
- Over-parenting is over
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- Figure 25: Don’t Call Me Precious – Anthem (English subtitles), June 2018
What’s Next
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- Expanding beyond the baby space
- Lactation innovation heats up
- HopSkipDrive handles the carpool
- Making memories for moms
- Brands consider kid-friendly uses for digital assistants
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- Figure 26: Echo Dot Kids Edition, April 2018
The Consumer – What You Need to Know
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- Moms find apps useful, but maybe not crucial
- Moms approve of tech use, to some degree
- Moms may feel they never have enough
- Tech and college prep are areas for guidance
- Bullying is a big worry
- Moms ready to Bon Voyage when kids leave home
- Most working moms would rather be at home full-time
Trends Impacting Moms
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- Redefining Adulthood and Millennial moms
- Moms On Display
- Switch On or Switch Off
Moms’ Use of Technology
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- Mobile and social are important – and still have room to grow
- Mobile apps help moms manage
- In their words – using mobile apps
- Social media plays a supporting role
- In their words – using social media
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- Figure 27: Moms’ use of mobile apps and social media, July 2018
- Moms lead on the social front
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- Figure 28: Use of mobile apps and social media, by moms and dads, July 2018
- As kids age, moms keep track
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- Figure 29: Moms’ use of mobile apps, by age of kids, July 2018
- Moms with older kids less inclined to share
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- Figure 30: Moms’ use of social media, by age of kids, July 2018
Kids and Technology
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- Split decision on the importance of technology
- In their words – is technology helpful or hurtful?
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- Figure 31: Moms’ attitude toward kids and technology, July 2018
- Technology is an issue, even for younger kids
- In their own words: At what age should kids get a phone?
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- Figure 32: Moms’ attitude toward kids and technology, by age of kids, July 2018
- Moms and dads share common opinions on tech
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- Figure 33: Attitudes toward kids and technology, by moms and dads, July 2018
Managing Time and Money
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- Finances may be stable, but still might not be enough
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- Figure 34: Moms’ time and money management, July 2018
- Moms’ trade-off between time and money
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- Figure 35: Serena Williams: Until We All Win, March 2018;
- Figure 36: Moms’ time and money management – Select items, July 2018
- Free time is moms’ greatest luxury
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- Figure 37: World's Toughest Job - #worldstoughestjob – Official Video, April 2014
- Figure 38: Time and money management – Select items, by gender and parental status, July 2018
Making Household Decisions
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- Moms have confidence, but could still use a boost
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- Figure 39: Decisions about finances and health, July 2018
- Moms may be open to more info around tech usage
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- Figure 40: Decisions about raising kids, July 2018
- College prep may be a question mark
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- Figure 41: Updated 2018 Subaru Forester Spotlight Teaser, June 2018
- Figure 42: Decisions about kids’ futures, July 2018
- Men more confident across the board
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- Figure 43: Confidence in making decisions, July 2018
Issues of Importance
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- Mental health on moms’ minds
- In their own words: challenges kids face
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- Figure 44: Top issues of importance, July 2018
- Tech addiction may be a concern, but not the top priority
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- Figure 45: Top issues of importance – Select items, by gender and parental status, July 2018
- Top issues impact kids of all ages
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- Figure 46: Top issues of importance – Select items, by age of children, July 2018
Moms’ Dreams for Herself
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- Travel is on moms’ wish list
- Moms’ lack of time and money limit their ability to travel
- In their own words: moms’ dreams for herself
- Bigger commitments may seem too daunting
- Health comes before vanity
- Giving back is another priority
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- Figure 47: Moms’ dreams for herself, July 2018
- A wardrobe upgrade is a treat for moms
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- Figure 48: Stitch Fix online advertisement, September 2017
- Figure 49: Trunk Club email, August 2018
- Figure 50: Moms’ dreams for herself, July 2018
- Income shapes top desires
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- Figure 51: Moms’ dreams for herself – Select items, by household income, July 2018
Working Inside and Outside of the Home
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- End of the mommy wars
- Working and stay-at-home moms feel the need to justify their decision
- Working is more likely a necessity than a choice
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- Figure 52: Attitudes toward working inside and outside of the home, by employment status, July 2018
- Purpose comes from kids, but also a career
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- Figure 53: Attitudes toward professional goals, by employment status, July 2018
- Dads derive more from the working world
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- Figure 54: Attitudes toward professional goals, by gender of parent, July 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Moms by the Numbers
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- Figure 55: Annual births and general fertility rate, 2006-17
- Figure 56: Birth rates, by age of mother, 2010-16
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- Figure 57: Births, by age of mother, 2016
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