Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
Executive Summary
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- 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
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- 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
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- Trend: “Food Phobia”
Moms by the Numbers
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- Key points
- Number of new moms not expected to rise rapidly
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- Figure 1: Female population, by age, 2006-16
- Longer-term, slower population growth of moms (and dads) projected
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- Figure 2: Population, by age, 2010-30
- Recession triggers decline in fertility rate and births
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- Figure 3: Fertility rate and births, 2002-09
- Projections for slow growth in 5-and-under population may still be too high
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- Figure 4: U.S. population estimates and projections of children aged 5 and under, 2006-11
The Average Mom?
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- Overview
- Age of moms increases only slightly between 2000-07
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- Figure 5: Mean age of mothers, 2000-07
- Recession pushes mom average age up further
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- 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
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- Figure 7: Households with children, by race and Hispanic origin of householder, 2010
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- Figure 8: Age at first birth, by race/Hispanic origin, 2007
- Better educated
Moms and Their Families
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- Key points
- Kids present in fewer households
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- Figure 9: Households, by presence of children under age 18, 2000-10
- Two thirds of kids live with two married parents
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- Figure 10: Married couples with kids, by age of householder, 2009
- Older kids less likely to live with both parents
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- Figure 11: Children, by age and presence of parents, 2010
- Single-mom households financially challenged
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- Figure 12: Single-mother family groups with children under 18, by marital status, 2010
- Grandparent caregivers, multigenerational households more common
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- 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
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- 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
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- Figure 14: Labor force participation rate of women, by age of youngest child, 2001-09
- Work at home an option for many
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- Figure 15: Work outside or inside the home? by age, November 2010
- Relatively few traditional stay-at-home married moms
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- Figure 16: Parents and children in stay-at-home parent family groups, 2004-10
- Dual incomes give married couples more spending power
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- Figure 17: Household income, distribution by household type and presence of children, 2009
Worries Reveal Priorities
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- 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
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- Figure 18: Cheerios/Boxtops TV ad, 2011
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- Figure 19: What makes moms worry, average ranking, by age of children in household, November 2010
How Moms Define a Good Mom
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- 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
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- Figure 20: Traits that define a good mother, rated very important, by age, November 2010
- Household income influences mom priorities
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- Figure 21: Traits that define a good mother, rated very important, by household income, November 2010
How Moms Spend Time with Their Kids
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- 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
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- Figure 22: Microsoft Xbox Kinect Launch ad, 2010
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- Figure 23: Activities with kids, by household income, November 2010
- Moms of younger kids spending more time planning healthy and educational activities
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- Figure 24: Activities with kids, by age of children in the household, November 2010
Moms, Food and Nutrition
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- 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
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- 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
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- Figure 26: Nutrition/local/organic shopping behaviors, by household income, November 2010
Moms and Shopping
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- 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
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- Figure 27: Shopping behaviors, by age, November 2010
- Frugal mindset common among moms at all income levels
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- Figure 28: Shopping behaviors, by household income, November 2010
Influences on Moms’ Purchase Decisions
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- 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
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- Figure 29: Factors that influence decisions to purchase items/services for child(ren), by age, November 2010
- Older kids have more influence
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- 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
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- 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
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- 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
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- Key points
- More moms using smart phones for scheduling, navigating, shopping
- Smart phones making for smarter shoppers
- Use cuts across income levels
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- 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?
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- Key points
- Priority for extra hour underscores moms’ focus on family
- Quality time
- What they say they wouldn’t do
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- Figure 35: Priorities for an extra hour in the day, by age of children in the household, November 2010
Custom Consumer Groups
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- Employment status and location
- Child safety tops list of worries, especially among moms who work outside the home
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 41: Activities with kids, by education level, November 2010
Cluster Analysis
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- Child Care-Free Moms
- Characteristics
- Opportunity
- Smart Phoners
- Characteristics
- Opportunity
- High-Standard Mothers
- Characteristics
- Opportunity
- Characteristic tables
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- 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
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- 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
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- Figure 47: Ways smart phones are used in parenting, by marketing to moms clusters, November 2010
- Demographic tables
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- 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
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- Figure 50: What makes moms worry, average ranking, by age, November 2010
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- Figure 51: What makes moms worry, average ranking, by household income, November 2010
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- Figure 52: What makes moms worry, average ranking, by number of children in household, November 2010
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- Figure 53: Traits that define a good mother, rated very important, by age of children in household, November 2010
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- Figure 54: Traits that define a good mother, rated very important, by number of children in household, November 2010
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- Figure 55: Activities with kids, by age, November 2010
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- Figure 56: Activities with kids, by number of children in the household, November 2010
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- Figure 57: Dining and meal-prep behaviors, by age, November 2010
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- Figure 58: Nutrition/local/organic shopping behaviors, by number of children in household, November 2010
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- Figure 59: Dining and meal-prep behaviors, by number of children in household, November 2010
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- Figure 60: Nutrition/local/organic shopping behaviors, by age, November 2010
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- Figure 61: Nutrition/local/organic shopping behaviors, by number of children in household, November 2010
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- Figure 62: Shopping behaviors, by age of children in household, November 2010
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- Figure 63: Shopping behaviors, by number of children in household, November 2010
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- Figure 64: Factors that influence decisions to purchase items/services for child(ren), by household income, November 2010
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- Figure 65: Ways smart phones are used in parenting, by age, November 2010
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- Figure 66: Priorities for an extra hour in the day, by age, November 2010
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- Figure 67: Priorities for an extra hour in the day, by household income, November 2010
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- Figure 68: Priorities for an extra hour in the day, by number of children in the household, November 2010
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Appendix—Trade Associations
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