Marketing to Moms - US - February 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
EXECUTIVE SUMMARY
Moms by the numbers
The average mom
Moms and their families
Working moms
Kids’ safety becoming an even more primary concern for moms
Focus on health and nutrition becoming more pervasive
Scheduled activities vs. letting kids be kids
Family first—mom’s own priorities often come second
Dads doing more shopping, but moms still the chief purchase influencers
The social and mobile mom
INSIGHTS AND OPPORTUNITIES
Reality check
Capturing the routine and the chaos
Recalibrating perfection
Revenge of the beta mom?
Help mom teach kids financial discipline
Crossover entertainment
INSPIRE INSIGHTS
Trend: “Food Phobia”
MOMS BY THE NUMBERS
Key points
Number of new moms not expected to rise rapidly
Figure 1: Female population, by age, 2006-16
Longer-term, slower population growth of moms (and dads) projected
Figure 2: Population, by age, 2010-30
Recession triggers decline in fertility rate and births
Figure 3: Fertility rate and births, 2002-09
Projections for slow growth in 5-and-under population may still be too high
Figure 4: U.S. population estimates and projections of children aged 5 and under, 2006-11
THE AVERAGE MOM?
Overview
Age of moms increases only slightly between 2000-07
Figure 5: Mean age of mothers, 2000-07
Recession pushes mom average age up further
Figure 6: Fertility rates (births per 1,000 women per year), by age of mother, 2003-09
Less likely to be married
More likely to be Hispanic
Figure 7: Households with children, by race and Hispanic origin of householder, 2010
Figure 8: Age at first birth, by race/Hispanic origin, 2007
Better educated
MOMS AND THEIR FAMILIES
Key points
Kids present in fewer households
Figure 9: Households, by presence of children under age 18, 2000-10
Two thirds of kids live with two married parents
Figure 10: Married couples with kids, by age of householder, 2009
Older kids less likely to live with both parents
Figure 11: Children, by age and presence of parents, 2010
Single-mom households financially challenged
Figure 12: Single-mother family groups with children under 18, by marital status, 2010
Grandparent caregivers, multigenerational households more common
Figure 13: Percentage of children under 18 living with a grandparent, by householder status of grandparent and presence of parents, 2006-10
Lesbian and gay parents
WORKING MOMS, INSIDE AND OUTSIDE THE HOME
Key points
Recession pushes more moms into the labor force
Women’s higher education attainment points to long-term workplace gains...
...and a continued shift in family responsibilities
More moms of younger kids going to work
Figure 14: Labor force participation rate of women, by age of youngest child, 2001-09
Work at home an option for many
Figure 15: Work outside or inside the home? by age, November 2010
Relatively few traditional stay-at-home married moms
Figure 16: Parents and children in stay-at-home parent family groups, 2004-10
Dual incomes give married couples more spending power
Figure 17: Household income, distribution by household type and presence of children, 2009
WORRIES REVEAL PRIORITIES
Key points
Off-the-top opportunity
Kids’ safety an even more essential concern than happiness
Baby durables category revolves around safety
Nutrition becomes relatively more important
Michelle Obama and Walmart join forces
Education, healthcare become more important as kids reach school age
Cheerios ties into education
Figure 18: Cheerios/Boxtops TV ad, 2011
Figure 19: What makes moms worry, average ranking, by age of children in household, November 2010
HOW MOMS DEFINE A GOOD MOM
Key points
Off-the-top opportunities
First things first—safety, emotional health, nutrition
Keeping her kids safe
Supporting her family’s emotional health
Dealing out discipline
Focusing on her family’s nutrition and physical health
Scheduled activities vs. letting kids be kids
Tiger Mother stirs debate
Moms’ own priorities often come second
Older moms less likely to de-emphasize on their own priorities
Figure 20: Traits that define a good mother, rated very important, by age, November 2010
Household income influences mom priorities
Figure 21: Traits that define a good mother, rated very important, by household income, November 2010
HOW MOMS SPEND TIME WITH THEIR KIDS
Key points
Off-the-top opportunity
Parents, moms especially, spending more time with their kids
Moms place greater emphasis on healthy and educational activities
Mom mindsets come into focus, provide reference points for marketers
Games moms (and kids) play
Figure 22: Microsoft Xbox Kinect Launch ad, 2010
Figure 23: Activities with kids, by household income, November 2010
Moms of younger kids spending more time planning healthy and educational activities
Figure 24: Activities with kids, by age of children in the household, November 2010
MOMS, FOOD AND NUTRITION
Key points
Off-the-top opportunity
Home cooking and family meals still priorities
Ordering in is out
Benefits of dinner together align with moms’ goals for their families
Figure 25: Dining and meal-prep behaviors, by household income, November 2010
Moms say they pay more attention to nutrition labels
No shortage of nutrition information
Higher-income moms more tuned in to labels, local, organic
Figure 26: Nutrition/local/organic shopping behaviors, by household income, November 2010
MOMS AND SHOPPING
Key points
Off-the-top opportunity
Moms do less shopping but are as central as ever to purchase decisions
Dads doing more grocery shopping...
...but moms central to family purchase decision process
Interest in budgeting, sales, coupons as strong as ever among moms
Coupon redemptions still on the rise
Are promotions losing their punch?
Online shopping becoming more common
Figure 27: Shopping behaviors, by age, November 2010
Frugal mindset common among moms at all income levels
Figure 28: Shopping behaviors, by household income, November 2010
INFLUENCES ON MOMS’ PURCHASE DECISIONS
Key points
Off-the-top opportunity
Familiar brands guide routine purchases
Friends and family most trusted in new purchases
Shopping gets (even more) social
Younger moms more influenced by family, friends, other moms
Figure 29: Factors that influence decisions to purchase items/services for child(ren), by age, November 2010
Older kids have more influence
Figure 30: Factors that influence decisions to purchase items/services for child(ren), by age of children in household, November 2010
MOMS AND SOCIAL NETWORKING
Key points
Off-the-top opportunity
Moms’ presence on social networks continues to increase
Biggest gains among older and lower-income moms
Technology key to further increases in frequency
The influencers and the influenced
Figure 31: Social and traditional media behaviors, by age, November 2010
Figure 32: Social and traditional media behaviors, by household income, November 2010
MOMS AND SMART PHONES
Key points
More moms using smart phones for scheduling, navigating, shopping
Smart phones making for smarter shoppers
Use cuts across income levels
Figure 33: Ways smart phones are used in parenting, by household income, November 2010
Figure 34: Ways smart phones are used in parenting, by age of children in household, November 2010
WHAT WOULD MOM DO WITH AN EXTRA HOUR IN THE DAY?
Key points
Priority for extra hour underscores moms’ focus on family
Quality time
What they say they wouldn’t do
Figure 35: Priorities for an extra hour in the day, by age of children in the household, November 2010
CUSTOM CONSUMER GROUPS
Employment status and location
Child safety tops list of worries, especially among moms who work outside the home
Figure 36: What makes moms worry, average ranking, by employment status and location, November 2010
Moms working away from home are more focused on their kids’ clothing and grooming
Figure 37: Traits that define a good mother, rated very important, by employment status and location, November 2010
Moms working inside the home spend time planning healthy and educational activities
Figure 38: Activities with kids, by employment status and location, November 2010
Education level
Educated moms slightly more likely to worry about their kids’ nutrition and education
Figure 39: What makes moms worry, average ranking, by education level, November 2010
Lower-education moms hold more exacting standards for being a good mom
Figure 40: Traits that define a good mother, rated very important, by education level, November 2010
Highly educated moms are more likely to prioritize healthy and educational activities
Figure 41: Activities with kids, by education level, November 2010
CLUSTER ANALYSIS
Child Care-Free Moms
Characteristics
Opportunity
Smart Phoners
Characteristics
Opportunity
High-Standard Mothers
Characteristics
Opportunity
Characteristic tables
Figure 42: Marketing to moms clusters, November 2010
Figure 43: Childcare usage, by marketing to moms clusters, November 2010
Figure 44: Traits that define a good mother, by marketing to moms clusters, November 2010
Figure 45: Factors that influence decisions to purchase items/services for child(ren), by marketing to moms clusters, November 2010
Figure 46: What makes moms worry, average ranking, by marketing to moms clusters, November 2010
Figure 47: Ways smart phones are used in parenting, by marketing to moms clusters, November 2010
Demographic tables
Figure 48: Marketing to moms clusters, by age, November 2010
Figure 49: Marketing to moms clusters, by household income, November 2010
Cluster methodology
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 50: What makes moms worry, average ranking, by age, November 2010
Figure 51: What makes moms worry, average ranking, by household income, November 2010
Figure 52: What makes moms worry, average ranking, by number of children in household, November 2010
Figure 53: Traits that define a good mother, rated very important, by age of children in household, November 2010
Figure 54: Traits that define a good mother, rated very important, by number of children in household, November 2010
Figure 55: Activities with kids, by age, November 2010
Figure 56: Activities with kids, by number of children in the household, November 2010
Figure 57: Dining and meal-prep behaviors, by age, November 2010
Figure 58: Nutrition/local/organic shopping behaviors, by number of children in household, November 2010
Figure 59: Dining and meal-prep behaviors, by number of children in household, November 2010
Figure 60: Nutrition/local/organic shopping behaviors, by age, November 2010
Figure 61: Nutrition/local/organic shopping behaviors, by number of children in household, November 2010
Figure 62: Shopping behaviors, by age of children in household, November 2010
Figure 63: Shopping behaviors, by number of children in household, November 2010
Figure 64: Factors that influence decisions to purchase items/services for child(ren), by household income, November 2010
Figure 65: Ways smart phones are used in parenting, by age, November 2010
Figure 66: Priorities for an extra hour in the day, by age, November 2010
Figure 67: Priorities for an extra hour in the day, by household income, November 2010
Figure 68: Priorities for an extra hour in the day, by number of children in the household, November 2010
APPENDIX—TRADE ASSOCIATIONS