Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
Executive Summary
-
- Moms by the numbers
-
- Figure 1: Birthrate (births per 1,000 women per year), 2003-10
- No such thing as the typical mom
- Birthrates among young women fall sharply
-
- Figure 2: Birthrates (births per 1,000 women per year), by age of mother, 2000-10
- More single moms have never been married
-
- Figure 3: Single mothers, by past marital status, 2011
- Tough economy accelerates move to multigenerational households
- Most moms work, especially moms of school-age kids
- Non-working moms can feel guilty not working, but most believe family comes first
-
- Figure 4: Non-working moms’ attitudes concerning decision not to work, December 2011
- Ideal weekday would balance care for the kids, family life, and work
-
- Figure 5: How moms spend a typical weekday and an ideal weekday, December 2011
- Moms would devote an extra hour to time with family and time alone
-
- Figure 6: How moms would spend an extra hour of the day, December 2011
- Moms still getting more social online, but could growth be leveling off?
- Moms are using the internet more to get more things done
-
- Figure 7: Moms’ online activities in the last 30 days, 2007-11
- How do parents share family responsibilities? Depends on whom you ask
-
- Figure 8: Who handles parenting and household responsibilities, Part I, by gender, December 2011
- Moms’ deal-hunting behavior becoming more deeply ingrained
- Online shopping continues to gain
-
- Figure 9: Changes in time moms spend on shopping-related activities, December 2011
- Offline sources of parenting information still the most relied upon
- Millennial moms most likely to rely heavily on their own moms
-
- Figure 10: Moms’ information sources for parenting, by degree of reliance, December 2011
- Moms feel more pressure to “do it all”
- Simple, personal gestures top most moms’ wish lists
-
- Figure 11: Ideal mother’s day gift, by age, December 2011
- What we think
Insights and Opportunities
-
- Millennial moms and their moms
- Moms of tweens and teens
- E-commerce and a changing new-mom retail landscape
- Pinterest: fresh take on branding, new way to connect with moms
- A unique format for sharing interests, ideas, and inspirations
Inspire Insights
-
- Trend: Accentuate the Negative
- Trend: Why Buy?
Moms by the Numbers
-
- Key points
- 85 million moms, slow growth projected
-
- Figure 12: Female population, by age, 2006-16
- Birthrate continued to drop after recession
-
- Figure 13: Birthrate and births, 2003-10
- Projections for slow growth in <6 population
-
- Figure 14: U.S. population estimates and projections of children aged 5 and younger, 2006-16
The Demographics of Moms
-
- Overview
- Birthrates among young women fall sharply
-
- Figure 15: Birthrates (births per 1,000 women per year), by age of mother, 2000-10
- Age of first-time mothers on the rise
-
- Figure 16: Mean age at first birth, by race/Hispanic origin, 2009
- Mean age of all moms rose slightly in 2009, likely to rise further
-
- Figure 17: Mean age of mothers, 2000-09
- Marriage rates drop
- Moms becoming more likely to be unmarried
-
- Figure 18: Birthrate among married and unmarried women and percent of all births for unmarried women, 2000-09
- In spite of sharper decline, birthrate still far higher for Hispanics
-
- Figure 19: Birthrate, by race/Hispanic origin, 2000-09
-
- Figure 20: Distribution of births, by race and Hispanic origin of mother, 2000-09
- Figure 21: Households with children by race and Hispanic origin of householder, 2011
- Today’s moms are better educated
Moms and Their Families
-
- Key points
- Continued decline in number of households with kids
-
- Figure 22: U.S. Households, by presence of children younger than 18, 2000-11
- Seven in 10 kids live with two parents, most others live with mother only
- Older kids less likely to live with two parents
-
- Figure 23: Who children live with, by age and presence of parents, 2011
- More single moms never married
-
- Figure 24: Single-mother family groups with children younger than 18, by marital status, 2011
- Tough economy accelerates move to multigenerational households
-
- Figure 25: Percentage of children younger than 18 living with a grandparent, by householder status of grandparent and presence of parents, 2006-10
- More young parents relying on their parents for support
-
- Figure 26: U.S. children living in grandparents' home by presence of parent(s), 2000-11
Moms In and Out of the Workforce
-
- Key points
- Most moms work, especially moms of school-age kids
-
- Figure 27: Labor force participation rate of women, by age of youngest child, 2001-10
- Non-working moms can feel guilty about not contributing financially...
- ...but most believe kids and family come first
-
- Figure 28: Non-working moms’ attitudes concerning decision not to work, December 2010
- Still, most non-working moms have plans to work in the future
- Working moms, especially part-time workers, happier and healthier, according to study
-
- Figure 29: Non-working moms’ future employment plans, April 2010-June 2011
- Dads, grandparents take on more childcare duty while mom is at work
-
- Figure 30: Childcare arrangements while mother is at work or school, by age of child, 2005 and 2010
A Day in the Life: Time Use for a Typical Weekday
-
- Key points
- For moms, taking care of the kids is more time-consuming than work
-
- Figure 31: How parents spend a typical weekday, by gender, December 2011
- Older moms gain more time to themselves apart from kids and work
-
- Figure 32: How moms spend a typical weekday, by age, December 2011
- More kids doesn’t necessarily mean more time caring for them
-
- Figure 33: How moms spend a typical weekday, by number of children in household, December 2011
- Working moms spend 11 hours a day working and caring for kids
-
- Figure 34: How moms spend a typical weekday, by employment status, December 2011
- Time attending to kids’ needs drops as kids age
-
- Figure 35: How moms spend a typical weekday, by age of children in household, December 2011
How Moms Would Spend the Ideal Weekday
-
- Key points
- Ideal weekday would balance care for the kids, family life, and work
-
- Figure 36: How moms spend a typical weekday, an ideal weekday, and difference, December 2011
- Higher-income moms would work less
-
- Figure 37: Difference between how moms spend a typical weekday and an ideal weekday, by household income, December 2011
- Working moms would work less, but not cut back on childcare
-
- Figure 38: Difference between how moms spend a typical weekday and an ideal weekday, by employment status, December 2011
How Moms Would Spend an Extra Hour in the Day
-
- Key points
- Time with family and time alone top the list
- Full-time working moms crave more family time
-
- Figure 39: How moms would spend an extra hour of the day, by employment status, December 2011
- Moms of young kids would appreciate more time to themselves
-
- Figure 40: How moms would spend an extra hour of the day, by age of children in household, December 2011
Changes in Time Moms Spend on Family Activities
-
- Key points
- Moms prioritize healthy activities
- Educational activities hold steady
- Video games and movies less of a priority
-
- Figure 41: Changes in time moms spend on family entertainment and activities, by age, December 2011
- Higher-income families likely to be involved in more activities
-
- Figure 42: Changes in time moms spend on family entertainment and activities, by household income, December 2011
- Moms of young kids likely to spend more time on health and education
-
- Figure 43: Changes in time moms spend on family entertainment and activities, by age of children in household, December 2011
Moms’ Online Activities
-
- Key points
- For moms, media continuing to get more social
- Growth in time spent with social media starting to level off?
- Technology increases access to social media
- Facebook tops all other SNS
- Pinterest captures moms’ interests
-
- Figure 44: Chobani Greek Yogurt Pinterest pinboards, February 2012
- Figure 45: Changes in time spent on social and traditional media, by age, December 2011
- Moms are using the internet more to get more things done
-
- Figure 46: Moms’ online activities in the last 30 days, 2007-11
How Parents Share Family Responsibilities
-
- Key points
- Who’s taking responsibility? Depends on whom you ask
- It’s nice to share, but sharing isn’t always easy
- Getting the tone right
- Moms claim responsibility for shopping, cooking, laundry
-
- Figure 47: Who handles parenting and household responsibilities, Part I, by gender, December 2011
- Disciplining and play more likely to be shared with partner
-
- Figure 48: Who handles parenting and household responsibilities, part II, by gender, December 2011
- Younger moms more likely to share
-
- Figure 49: Who handles parenting and household responsibilities, according to moms, Part I, by age, December 2011
- Figure 50: Who handles parenting and household responsibilities, according to moms, part II, by age, December 2011
Changes in Time Spent on Shopping Activities
-
- Key points
- Moms’ deal-hunting behavior becoming more deeply ingrained
- Coupon redemptions climb
- Moms’ online shopping continues to gain
- Amazon courts moms, pulls back
-
- Figure 51: Changes in time moms spend on shopping-related activities, by age, December 2011
- Middle-income moms most likely to spend more time looking for sales
-
- Figure 52: Changes in time moms spend on shopping-related activities, by household income, December 2011
How Parenthood Changes Purchasing Habits
-
- Overview: milestones trigger shifts, force trade-offs
- A greater focus on value
- Increased attention to safety, especially among new moms
- More planning, less impulse
- Nutrition becomes more important
- Convenience is a must for many, especially new moms
- Brand preferences shift
-
- Figure 53: Changes in purchasing habits since becoming a parent/kids getting older, by age of oldest child, December 2011
Marketing Strategies
-
- Overview
- Tide ads portray trend toward shared parenting duties
-
- Figure 54: Tide “Triplets Challenge” TV ad, 2011
- Figure 55: Tide Free and Gentle “Not it… Just Kidding” TV ad, 2011
- Tide also leverages online, social, and cause marketing to connect with moms
- Huggies MomInspired grant program targets “mompreneurs”
- Huggies puts diapers to the “Dad Test” in Facebook promotion
-
- Figure 56: Huggies “Dad Test – The Game” TV ad, 2012
- Figure 57: Huggies “Dad Test – Naptime” TV ad, 2012
- Quaker Chewy targets moms with better-for-you story
-
- Figure 58: Quaker Chewy “Big World” TV ad, 2011
- Promotional effort focused on afterschool programs
Changes in Time Spent on Meals and Nutrition
-
- Key points
- Moms continue to prioritize home cooking, nutrition
- Moms spending more time reading nutrition labels
- Walmart launches “Great for You,” latest nutrition labeling system
-
- Figure 59: Changes in time moms spend on activities related to meals and nutrition, by age, December 2011
- Lower-income moms more likely to spend more time cooking at home
- Organic foods still more of a luxury
-
- Figure 60: Changes in time moms spend on activities related to meals and nutrition, by household income, December 2011
Sources of Parenting Information
-
- Key points
- Offline information sources still the most relied upon
-
- Figure 61: Moms’ information sources for parenting, by degree of reliance, December 2011
- Millennial moms most likely to rely heavily on their own moms
-
- Figure 62: Moms’ information sources for parenting, by age, Part I, December 2011
-
- Figure 63: Moms’ information sources for parenting, by age, Part II, December 2011
- Younger moms especially avid information seekers
-
- Figure 64: Moms’ information sources for parenting, by age of children in household, December 2011
Family Time, Kids’ Activities, and Technology
-
- Key points
- Moms value family traditions
- School involvement peaks in elementary school
- More than half of moms of kids aged 12-17 connect digitally with their kids
-
- Figure 65: Moms' behaviors relating to family time, involvement, and technology, by age of children in household, December 2011
Changes in Financial, Lifestyle, and Emotional Dynamics
-
- Key points
- Moms feel the financial pressure of parenthood
-
- Figure 66: Changes in moms’ perceptions of financial stress and security since becoming a parent/kids growing older, by age of oldest child, December 2011
- More responsibilities, less free time
-
- Figure 67: Changes in moms’ perceptions of responsibility, free time, and control since becoming a parent/kids growing older, by age of oldest child, December 2011
- Relationships benefit, health and appearance suffer
-
- Figure 68: Changes in moms’ perceptions of relationships, health, and appearance since becoming a parent/kids growing older, by age of oldest child, December 2011
- More emotional stress, but optimism as well
-
- Figure 69: Changes in moms’ perceptions of emotional wellbeing since becoming a parent/kids growing older, by age of oldest child, December 2011
Parenting Concerns
-
- Key points
- Moms especially concerned about threats and economy
- Lower-income moms more concerned about most issues
-
- Figure 70: Moms’ parenting concerns, by household income, December 2011
Parenting Pressures
-
- Key points
- More concerns, more pressure for today’s parents
- Moms feel more pressure to “do it all”
-
- Figure 71: Parenting pressures, by gender, December 2011
- Moms of teenagers particularly attuned to parenting pressure...
- ...but feel a little less pressure to “do it all”
-
- Figure 72: Parenting pressures according to moms, by age of children in household, December 2011
Moms’ Values/Qualities/Behavior Priorities for Their Kids
-
- Key points
- Parents value honesty and effort in their kids
- Moms especially likely to value communication
-
- Figure 73: Parents’ values/behavior priorities for their kids, by gender, December 2011
- Good grades more important for moms of older kids
-
- Figure 74: Moms’ values/behavior priorities for their kids, by age of children in household, December 2011
- Kindness, good behavior prioritized over athletics and popularity
-
- Figure 75: Parents’ qualities priorities for their kids, by gender, December 2011
- Higher-income moms slightly more likely to value well-rounded kids
-
- Figure 76: Moms’ qualities priorities for their kids, by household income, December 2011
Ideal Mother’s Day Gift
-
- Key points
- Simple, personal gestures top most moms’ wish lists
- Of course, a little jewelry might also go a long way
-
- Figure 77: Ideal Mother’s Day gift, by age, December 2011
Custom Consumer Groups
-
- Marital status and living arrangements
- Single moms work more
-
- Figure 78: How moms spend a typical weekday, by marital status and living arrangement, December 2011
- Married moms still likely to claim primary or exclusive responsibility for parenting duties
-
- Figure 79: Who handles parenting and household responsibilities, according to moms, Part I, by marital status and living arrangement, December 2011
-
- Figure 80: Who handles parenting and household responsibilities, according to moms, part II, by marital status and living arrangement, December 2011
- Single moms more reliant on their own parents for advice and information
-
- Figure 81: Moms’ information sources for parenting, by degree of reliance, by marital status and living arrangement, part I, December 2011
-
- Figure 82: Moms’ information sources for parenting, by degree of reliance, by marital status and living arrangement, part II, December 2011
- Parenting concerns weigh more heavily on single moms
-
- Figure 83: Moms’ parenting concerns, by marital status and living arrangement, December 2011
- Single moms feel more pressure, wish for even greater involvement in their kids’ lives
-
- Figure 84: Parenting pressures according to moms, by marital status and living arrangement, December 2011
Appendix: Other Useful Consumer Tables
-
- How moms spend a typical weekday
-
- Figure 85: How moms spend a typical weekday, by household income, December 2011
- How moms would spend an ideal weekday
-
- Figure 86: How moms would spend an ideal weekday, by age, December 2011
-
- Figure 87: How moms would spend an ideal weekday, by household income, December 2011
-
- Figure 88: How moms would spend an ideal weekday, by Number of children in household, December 2011
-
- Figure 89: How moms would spend an ideal weekday, by employment status, December 2011
-
- Figure 90: How moms would spend an ideal weekday, by age of children in household, December 2011
- How moms would spend an extra hour of the day
-
- Figure 91: How moms would spend an extra hour of the day, by age, December 2011
-
- Figure 92: How moms would spend an extra hour of the day, by household income, December 2011
-
- Figure 93: How moms would spend an extra hour of the day, by number of children in household, December 2011
- Family time, entertainment, and media
-
- Figure 94: Changes in time moms spend on family entertainment and activities, by employment status, December 2011
-
- Figure 95: Changes in time moms spend on family entertainment and activities, by number of children in the household, December 2011
- Moms’ online activities
-
- Figure 96: Changes in time moms spend on social and traditional media, by household income, December 2011
-
- Figure 97: Changes in time moms spend on social and traditional media, by number of children in the household, December 2011
-
- Figure 98: Changes in time moms spend on social and traditional media, by employment status, December 2011
-
- Figure 99: Changes in time moms spend on social and traditional media, by age of children in household, December 2011
-
- Figure 100: Moms’ online activities in the last 30 days, by age, April 2010-June 2011
-
- Figure 101: Moms’ online activities in the last 30 days, by Household income, April 2010-June 2011
-
- Figure 102: Moms’ online activities in the last 30 days, by employment status, April 2010-June 2011
- Who handles parenting and household responsibilities
-
- Figure 103: Who handles parenting and household responsibilities, according to moms, Part I, by household income, December 2011
-
- Figure 104: Who handles parenting and household responsibilities, according to moms, Part II, by household income, December 2011
-
- Figure 105: Who handles parenting and household responsibilities, according to moms, Part I, by number of children in household, December 2011
-
- Figure 106: Who handles parenting and household responsibilities, according to moms, Part II, by number of children in household, December 2011
-
- Figure 107: Who handles parenting and household responsibilities, according to moms, Part I, by employment status, December 2011
-
- Figure 108: Who handles parenting and household responsibilities, according to moms, Part II, by employment status, December 2011
-
- Figure 109: Who handles parenting and household responsibilities, according to moms, Part I, by age of children in household, December 2011
-
- Figure 110: Who handles parenting and household responsibilities, according to moms, Part II, by age of children in household, December 2011
- Who’s taking care of the kids on weekdays
-
- Figure 111: Children’s primary caretaker on weekdays, according to moms, by age, December 2011
-
- Figure 112: Children’s primary caretaker on weekdays, according to moms, by household income, December 2011
-
- Figure 113: Children’s primary caretaker on weekdays, according to moms, by number of children in household, December 2011
-
- Figure 114: Children’s primary caretaker on weekdays, according to moms, by employment status, December 2011
-
- Figure 115: Children’s primary caretaker on weekdays, according to moms, by age of children in household, December 2011
- Who’s taking care of the kids on weekends
-
- Figure 116: Children’s primary caretaker on weekends, according to moms, by age, December 2011
-
- Figure 117: Children’s primary caretaker on weekends, according to moms, by household income, December 2011
-
- Figure 118: Children’s primary caretaker on weekends, according to moms, by number of children in household, December 2011
-
- Figure 119: Children’s primary caretaker on weekends, according to moms, by employment status, December 2011
-
- Figure 120: Children’s primary caretaker on weekends, according to moms, by age of children in household, December 2011
- Changes in time spent on shopping activities
-
- Figure 121: Changes in time moms spend on shopping-related activities, by number of children in household, December 2011
-
- Figure 122: Changes in time moms spend on shopping-related activities, by employment status, December 2011
-
- Figure 123: Changes in time moms spend on shopping-related activities, by age of children in household, December 2011
- Moms, meals, and nutrition
-
- Figure 124: Changes in time moms spend on activities related to meals and nutrition, by number of children in household, December 2011
-
- Figure 125: Changes in time moms spend on activities related to meals and nutrition, by employment status, December 2011
-
- Figure 126: Changes in time moms spend on activities related to meals and nutrition, by age of children in household, December 2011
- Parenting information sources
-
- Figure 127: Moms’ information sources for parenting, by household income, December 2011
-
- Figure 128: Moms’ information sources for parenting, by number of children in household, December 2011
-
- Figure 129: Moms’ information sources for parenting, by employment status, December 2011
- Family Time/Involvement/Technology
-
- Figure 130: Moms' behaviors relating to family time, involvement, and technology, by age, December 2011
-
- Figure 131: Moms' behaviors relating to family time, involvement, and technology, by household income, December 2011
-
- Figure 132: Moms' behaviors relating to family time, involvement, and technology, by employment status, December 2011
-
- Figure 133: Moms' behaviors relating to family time, involvement, and technology, by number of children in household, December 2011
- Parenting concerns
-
- Figure 134: Moms’ parenting concerns, by age, December 2011
-
- Figure 135: Moms’ parenting concerns, by number of children in the household, December 2011
-
- Figure 136: Moms’ parenting concerns, by employment status, December 2011
-
- Figure 137: Moms’ parenting concerns, by age of children in household, December 2011
- Parenting pressures
-
- Figure 138: Parenting pressures according to moms, by age, December 2011
-
- Figure 139: Parenting pressures according to moms, by number of children in household, December 2011
-
- Figure 140: Parenting pressures according to moms, by employment status, December 2011
- Moms’ values/qualities/behavior priorities for their kids
-
- Figure 141: Moms’ values/behavior priorities for their kids, by age, December 2011
-
- Figure 142: Moms’ values/behavior priorities for their kids, by household income, December 2011
-
- Figure 143: Moms’ values/behavior priorities for their kids, by number of children in household, December 2011
-
- Figure 144: Moms’ values/behavior priorities for their kids, by employment status, December 2011
-
- Figure 145: Moms’ qualities priorities for their kids, by age, December 2011
-
- Figure 146: Moms’ qualities priorities for their kids, by number of children in household, December 2011
-
- Figure 147: Moms’ qualities priorities for their kids, by employment status, December 2011
-
- Figure 148: Moms’ qualities priorities for their kids, by age of children in household, December 2011
- Ideal Mother’s Day gifts
-
- Figure 149: Ideal Mother’s Day gift, by household income, December 2011
-
- Figure 150: Ideal Mother’s Day gift, by number of children in household, December 2011
-
- Figure 151: Ideal Mother’s Day gift, by employment status, December 2011
-
- Figure 152: Ideal Mother’s Day gift, by age of children in household, December 2011
Appendix: Trade Associations
Back to top