Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- The mom market
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- Figure 1: Total population, births by race/Hispanic origin of mother, and births, 2011
- The mom economy
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- Figure 2: Moms’ buying power, 2002, 2008, 2011
- The mom consumer
- Moms are online making purchases and influencing others
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- Figure 3: Moms’ online activities related to family in the past three months, July 2013
- Moms’ purchases are most likely to be influenced by their children
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- Figure 4: Moms’ top overall purchase influencers when buying for children, July 2013
- Moms look for opportunities to relax
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- Figure 5: How moms spend and would like to spend their personal free time, July 2013
- Moms most concerned with child safety; happiness and finances follow
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- Figure 6: Moms’ top five concerns over children’s wellbeing, July 2013
- Moms want their kids to be confident, to achieve academically
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- Figure 7: Moms’ top five aspirations for child, July 2013
- Moms – particularly Millennial moms – prioritize raising children over career success
- Moms stay involved in their kids’ lives – particularly their online lives
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- Figure 8: Moms’ attitudes about involvement with kids and kids’ influence, July 2013
- What we think
Issues and Insights
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- How do moms feel about their children and social media?
- The issues:
- The implications:
- What do moms worry about the most when it comes to their children?
- The issues:
- The implications:
- What do moms want most for their children?
- The issues:
- The implications:
Trend Application
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- Inspire Trend: Factory Fear
- Inspire Trend: Objectify
- Mintel Futures: East Meets West
Moms by the Numbers
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- Key points
- U.S. moms number 85.4 million
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- Figure 9: Total U.S. population of women, by age, 2007-17
- Number of births and fertility rate in decline, increase may be on horizon
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- Figure 10: Annual births and birthrate, 2002-12
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- Figure 11: Population of children, by age groups, 2008-18
Demographics of Moms
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- Key points
- First-time moms – and moms overall – are older
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- Figure 12: Mean age first birth and mean age of mothers, 1980-2010
- Still, majority of new moms are aged 20-29
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- Figure 13: Distribution of births, by age of mother and live-birth order, 2011
- New Hispanic and black moms’ median age is about three years younger than whites
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- Figure 14: Mean age at first birth, by race/Hispanic origin, 1990-2010
- Non-Hispanic white moms account for a majority of moms—for now
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- Figure 15: Total population, births by race/Hispanic origin of mother, and births, 2011
- More unmarried mothers
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- Figure 16: Births by marital status of mother, 2001-11
- Minorities, less educated, and lower-income mothers more likely unmarried
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- Figure 17: Births to unmarried mothers as a share of births to all mothers, by race and Hispanic origin of mother, 2011
- Married, unmarried mothers’ income gap
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- Figure 18: Household income of mothers, by marital status, 2011
The Mom Economy
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- Key points
- Moms are an economic force with $2.4 trillion buying power
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- Figure 19: Moms’ estimated buying power, 2002, 2008, 2011
- Moms are working, earning more, providing for households
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- Figure 20: Employment status of mothers with own children younger than 18, by age of youngest child, 2012
Moms’ Parenting Situation
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- Key points
- Two thirds of children live with married parents; one quarter with mom only
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- Figure 21: Who children live with, by race and Hispanic origin, 2012
- Today’s single moms are more varied in background
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- Figure 22: Moms’ parenting situation, July 2013
- Youngest and oldest moms least likely to be married
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- Figure 23: Moms’ parenting situation, by age, July 2013
Innovations and Innovators
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- Innovations in safety
- For the new mom (children aged 0-1)
- Moms of toddlers and preschoolers (children aged 2-5)
- Moms of elementary kids and young teens (children aged 6-14)
- Other innovations
- Afterschool engagement
- Innovative afterschool programs
- Kids Kritics Approved Seal
- Convenience for moms
- The Prowl offers moms the social aspect moms enjoy with online convenience
Marketing Strategies
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- Overview
- Safety – online and offline
- Parents rely on word-of-mouth, bloggers to feature trustworthy products
- Independent testing and certification of safety
- Subaru insures reliability, teen safety while in the driver’s seat
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- Figure 24: Subaru, “Teenager” TV ad, 2013
- Confidence, happiness, and anti-bullying
- Finances
- Kmart’s message of moms’ financial responsibility, back-to-school fashion for kids
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- Figure 25: Kmart “Back to School Layaway-Yo Mama” TV ad, 2013
- Saving for college
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- Figure 26: Edward Jones, saving for college print Ad, 2013
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- Figure 27: The White House College Scorecard website, 2013
- BMO Harris Bank offers tools to teach kids about checking and savings
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- Figure 28: BMO Harris Bank “Money Tree” TV ad, 2013
- Education
- K12 caters to kids who struggle – as well as those who excel
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- Figure 29: K12 informational TV ad-targeted at parents, July, 2012
- Figure 30: K12 informational TV ad-targeted at kids, July, 2012
- Messaging that implies academic achievement through nutrition
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- Figure 31: Kellogg’s Frosted Mini Wheats, feed their full potential, website, July, 2013
- Brands supporting teachers appeal to mothers
- Technology – not just for games
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- Figure 32: Amazon Kindle Fire print ad, 2013
- Figure 33: Amazon Kindle Fire HD Free Time TV Commercial, 2013
- Box Tops for Education
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- Figure 34: Betty Crocker Box Tops for Education contest, 2013
- Health – nutrition and exercise
- Companies support active kids, healthy lifestyles
- Exercise – Let’s Move spawns a variety of other active kids’ programs
- Brands promote health awareness (and offer freebies)
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- Figure 35: Jamba Kids Day, free smoothie, blog post ad, 2013
- Oscar Mayer helps moms say “yes”
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- Figure 36: Oscar Mayer Selects “It’s Yes Food” TV ad, 2013
- Figure 37: Oscar Mayer Selects print Ad, 2013
- Brands tout moms’ approval through labels, focus on extra protection, child nutrition
- Convenience
- On-the-go moms need convenient breakfast options
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- Figure 38: Kellogg’s Eggo Waffle “What kind of Drizzler do you have?” print ad, 2013
Moms’ Online Activities Related to Family
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- Key points
- Moms are online – making purchases and influencing others
- Purchasing
- Social networking
- Seeking advice
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- Figure 39: Moms’ online activities related to family in the past three months, July 2013
- Millennial moms use the internet to plan activities, research
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- Figure 40: Moms’ online activities related to family in the past three months, by generation, July 2013
- Moms’ demographics, family situation impact online activities
Moms’ Purchase Influencers
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- Key points
- Overall, children are the strongest influence
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- Figure 41: Moms’ purchase influencers when shopping for child(ren), July 2013
- Social network influence stronger among younger moms
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- Figure 42: Moms’ social media website use and frequency, by age, January 2012 -March 2013
- Younger moms active posters, attentive to reviews, product followers
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- Figure 43: Moms’ attitudes toward social media, by age, January 2012 -March 2013
- Youngest moms most receptive to internet advertising
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- Figure 44: Frequency of various forms of internet advertising leading moms to a purchase, by age, January 2012 -March 2013
- Older moms most likely influenced by their (older) children
- It takes a community – physical and virtual – to raise a child
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- Figure 45: Moms’ purchase influencers when shopping for child(ren), by generation, July 2013
- Food and drink
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- Figure 46: Moms’ food and drink purchase influencers, July 2013
- Clothes and shoes
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- Figure 47: Moms’ clothes and shoes purchase influencers, July 2013
- Toys and games
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- Figure 48: Moms’ toys and games purchase influencers, July 2013
- Soon-to-be and new moms view different types of magazines
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- Figure 49: Magazines read or viewed in the last six months, among women expecting their first child in the next 12 months, January 2012 -March 2013
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- Figure 50: Magazines read or viewed in the last six months, among new moms, January 2012 -March 2013
How Moms Spend Personal Free Time
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- Key points
- Moms desire “me time”
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- Figure 51: How moms spend and would like to spend their personal free time, July 2013
- Millennial moms online, Baby Boomer moms have more free time
- Baby Boomer moms need encouragement to be active
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- Figure 52: How moms spend their personal free time, by generation, July 2013
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- Figure 53: Exercise regularly in the last 12 months, by moms’ age, January 2012 -March 2013
- Kids’ ages impact how moms spend their free time
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- Figure 54: How moms spend their personal free time (low- cost/low-energy activities), by ages of kids, July 2013
- New moms spend time exercising, despite caring for a newborn
- Moms of elementary kids find some free time
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- Figure 55: How moms spend their personal free time (higher-cost/higher-energy activities), by ages of kids, July 2013
- Younger moms are staying home – but when they go out, it’s adults only
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- Figure 56: Moms’ past 12 month leisure activity participation, by age, January 2012 -March 2013
- Sound of music hits a chord among young moms, reading and cooking not so much
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- Figure 57: Moms’ past 12 month hobby participation, by age, January 2012 -March 2013
Moms’ Top Concerns
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- Key points
- Moms most concerned with child safety; happiness and finances follow
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- Figure 58: Moms’ top concerns for their child’s wellbeing, July 2013
- Safety first
- Buying happiness?
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- Figure 59: Moms’ top concerns for their child’s wellbeing, by generation, July 2013
- What is safe?
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- Figure 60: Moms’ top concerns for their child’s wellbeing, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
- Mean ranking of concerns generally reflects top worries
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- Figure 61: Moms’ top concerns for their child’s wellbeing—mean ranking, July 2013
Moms’ Top Aspirations for Child
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- Key points
- Confidence, academics, and good behavior are top aspirations
- Moms want their kids to be confident, academic achievement follows
- Moms need to teach their kids desired behaviors
- Moms’ priorities for their kids don’t always align with what kids want for themselves
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- Figure 62: Moms’ top aspirations for child, July 2013
- Overall, moms of different generations have similar aspirations
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- Figure 63: Moms' top aspirations for child, by generation, July 2013
Moms’ Attitudes toward Parenting
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- Key points
- Eight in 10 agree raising their children is more important than career
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- Figure 64: Moms’ attitudes toward parenting, July 2013
- Millennial women don’t want to sacrifice family for career
- Younger Millennial moms feeling pretty good about their parenting skills
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- Figure 65: Moms’ attitudes toward parenting, by generation, July 2013
- Moms of young teens begin to think beyond
- Moms of teens least likely to be raising their kids the same way they were raised
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- Figure 66: Moms’ attitudes toward parenting, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
- Moms stay involved in their kids’ lives – particularly their online lives
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- Figure 67: Moms’ attitudes about involvement with kids and kids’ influence, July 2013
- Gen X and Baby Boomer moms look to their kids for help with tech
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- Figure 68: Moms’ attitudes about involvement with kids and kids’ influence, by generation, July 2013
- Moms of teenagers influenced by and learn from their kids
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- Figure 69: Moms’ attitudes about involvement with kids and kids’ influence, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
Impact of Race and Hispanic Origin
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- Key points
- Moms’ parenting situation
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- Figure 70: Moms’ parenting situation, by race/Hispanic origin, July 2013
- Moms’ online activities related to family
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- Figure 71: Moms’ online activities related to family in the past three months, by race, July 2013
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- Figure 72: Moms’ online activities related to family in the past three months, by Hispanic origin, July 2013
- Moms’ purchase influencers
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- Figure 73: Moms’ purchase influencers when shopping for child(ren), by race, July 2013
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- Figure 74: Moms’ purchase influencers when shopping for child(ren), by Hispanic origin, July 2013
- How moms spend personal free time
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- Figure 75: How moms spend their personal free time, by race, July 2013
- Moms’ top concerns
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- Figure 76: Moms’ top concerns for their child’s wellbeing, by race, July 2013
- Moms’ attitudes toward parenting
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- Figure 77: Moms’ attitudes toward parenting, by race, July 2013
Appendix – Other Useful Tables
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- Figure 78: Annual births, 2002-12
- Figure 79: Fertility rate*, 2002-12
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- Figure 80: Annual births, by race and Hispanic origin of mother, 2001-11
- Figure 81: Fertility rate*, by race and Hispanic origin of mother, 2001-11
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- Figure 82: Mean age at first birth, 1980-2010
- Figure 83: Mean age of mothers, 1980-2010
- Figure 84: Births, by live-birth order and age of mother, 2011
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- Figure 85: Distribution of births, by age of mother and live-birth order, 2011
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Appendix – Moms’ Parenting Situation
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- Figure 86: Moms’ parenting situation, by household income, July 2013
- Figure 87: Moms’ parenting situation, by generation, July 2013
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- Figure 88: Moms’ parenting situation, by number of children, July 2013
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Appendix – Moms’ Online Activities Related to Family
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- Figure 89: Moms’ online activities related to family in the past three months, by age, July 2013
- Figure 90: Moms’ online activities related to family in the past three months, by household income, July 2013
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- Figure 91: Moms’ online activities related to family in the past three months, by marital status, July 2013
- Figure 92: Moms’ online activities related to family in the past three months, by employment status, July 2013
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- Figure 93: Moms’ online activities related to family in the past three months, by region, July 2013
- Figure 94: Moms’ online activities related to family in the past three months, by number of children, July 2013
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- Figure 95: Moms’ online activities related to family in the past three months, by kids aged 0-1, 2-3, and 4-5, July 2013
- Figure 96: Moms’ online activities related to family in the past three months, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
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- Figure 97: Moms’ online activities related to family in the past three months by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
- Figure 98: Moms’ online activities related to family in the past three months, by parenting situation, July 2013
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Appendix – Moms’ Purchase Influencers
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- Figure 99: Moms’ purchase influencers when shopping for child(ren), by age, July 2013
- Figure 100: Moms’ purchase influencers when shopping for child(ren), by household income, July 2013
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- Figure 101: Moms’ purchase influencers when shopping for child(ren), by marital status, July 2013
- Figure 102: Moms’ purchase influencers when shopping for child(ren), by employment status, July 2013
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- Figure 103: Moms’ purchase influencers when shopping for child(ren), by region, July 2013
- Figure 104: Moms’ purchase influencers when shopping for child(ren), by number of children, July 2013
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- Figure 105: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-1, 2-3, and 4-5, July 2013
- Figure 106: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
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- Figure 107: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
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Appendix – Moms and Social Media, Magazines Read
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- Figure 108: Moms’ social media website use and frequency, by household income, January 2012 -March 2013
- Figure 109: Moms’ social media website use and frequency, by race/Hispanic origin, January 2012 -March 2013
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- Figure 110: Moms’ attitudes toward social media, by household income, January 2012 -March 2013
- Figure 111: Moms’ attitudes toward social media, by race/Hispanic origin, January 2012 -March 2013
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- Figure 112: Magazines read or looked at in the last six months, by expectant women, new moms, second child born, and oldest child enters school, January 2012-March 2013
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Appendix – How Moms Spend Personal Free Time
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- Figure 113: How moms spend their personal free time, by age, July 2013
- Figure 114: How moms spend their personal free time, by household income, July 2013
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- Figure 115: How moms spend their personal free time, by Hispanic origin, July 2013
- Figure 116: How moms spend their personal free time, by marital status, July 2013
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- Figure 117: How moms spend their personal free time, by employment status, July 2013
- Figure 118: How moms spend their personal free time, by region, July 2013
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- Figure 119: How moms spend their personal free time, by number of children, July 2013
- Figure 120: How moms spend their personal free time, by kids aged 0-1, 2-3, and 4-5, July 2013
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- Figure 121: How moms spend their personal free time, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
- Figure 122: How moms spend their personal free time, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
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- Figure 123: How moms spend their personal free time, by parenting situation, July 2013
- Figure 124: Moms’ past 12 month leisure activity participation, by household income, January 2012 -March 2013
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- Figure 125: Moms’ past 12 month leisure activity participation, by race/Hispanic origin, January 2012 -March 2013
- Figure 126: Moms’ past 12 month hobby participation, by household income, January 2012 -March 2013
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- Figure 127: Moms’ past 12 month hobby participation, by race/Hispanic origin, January 2012 -March 2013
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Appendix – How Moms Would Like to Spend Their Personal Free Time
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- Figure 128: How moms would like to spend their personal free time, by age, July 2013
- Figure 129: How moms would like to spend their personal free time, by household income, July 2013
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- Figure 130: How moms would like to spend their personal free time, by race, July 2013
- Figure 131: How moms would like to spend their personal free time, by Hispanic origin, July 2013
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- Figure 132: How moms would like to spend their personal free time, by marital status, July 2013
- Figure 133: How moms would like to spend their personal free time, by employment status, July 2013
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- Figure 134: How moms would like to spend their personal free time, by region, July 2013
- Figure 135: How moms would like to spend their personal free time, by number of children, July 2013
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- Figure 136: How moms would like to spend their personal free time, by generation, July 2013
- Figure 137: How moms would like to spend their personal free time, by kids aged 0-1, 2-3, and 4-5, July 2013
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- Figure 138: How moms would like to spend their personal free time, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
- Figure 139: How moms would like to spend their personal free time, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
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- Figure 140: How moms would like to spend their personal free time, by parenting situation, July 2013
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Appendix – Moms’ Top Concerns
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- Figure 141: Moms’ top concerns for their child’s wellbeing, by age, July 2013
- Figure 142: Moms’ top concerns for their child’s wellbeing, by household income, July 2013
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- Figure 143: Moms’ top concerns for their child’s wellbeing, by Hispanic origin, July 2013
- Figure 144: Moms’ top concerns for their child’s wellbeing, by marital status, July 2013
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- Figure 145: Moms’ top concerns for their child’s wellbeing, by employment status, July 2013
- Figure 146: Moms’ top concerns for their child’s wellbeing, by region, July 2013
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- Figure 147: Moms’ top concerns for their child’s wellbeing, by number of children, July 2013
- Figure 148: Moms’ top concerns for their child’s wellbeing, by kids aged 0-1, 2-3, and 4-5, July 2013
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- Figure 149: Moms’ top concerns for their child’s wellbeing, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
- Figure 150: Moms’ top concerns for their child’s wellbeing, by parenting situation, July 2013
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- Figure 151: Moms’ top concerns for their child’s wellbeing, by number of activities moms do in their personal free time, July 2013
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Appendix – Moms’ Top Aspirations for Child
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- Figure 152: Moms' top aspirations for child, by age, July 2013
- Figure 153: Moms' top aspirations for child, by household income, July 2013
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- Figure 154: Moms' top aspirations for child, by race, July 2013
- Figure 155: Moms' top aspirations for child, by Hispanic origin, July 2013
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- Figure 156: Moms' top aspirations for child, by marital status, July 2013
- Figure 157: Moms' top aspirations for child, by employment status, July 2013
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- Figure 158: Moms' top aspirations for child, by region, July 2013
- Figure 159: Moms' top aspirations for child, by number of children, July 2013
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- Figure 160: Moms' top aspirations for child, by kids aged 0-1, 2-3, and 4-5, July 2013
- Figure 161: Moms' top aspirations for child, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
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- Figure 162: Moms' top aspirations for child, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
- Figure 163: Moms' top aspirations for child, by parenting situation, July 2013
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- Figure 164: Moms' top aspirations for child, by number of activities moms do in their personal free time, July 2013
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Appendix – Moms’ Attitudes Toward Parenting
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- Figure 165: Moms’ attitudes toward parenting, by age, July 2013
- Figure 166: Moms’ attitudes toward parenting, by household income, July 2013
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- Figure 167: Moms’ attitudes toward parenting, by Hispanic origin, July 2013
- Figure 168: Moms’ attitudes toward parenting, by marital status, July 2013
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- Figure 169: Moms’ attitudes toward parenting, by employment status, July 2013
- Figure 170: Moms’ attitudes toward parenting, by region, July 2013
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- Figure 171: Moms’ attitudes toward parenting, by number of children, July 2013
- Figure 172: Moms’ attitudes toward parenting, by kids aged 0-1, 2-3, and 4-5, July 2013
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- Figure 173: Moms’ attitudes toward parenting, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
- Figure 174: Moms’ attitudes toward parenting, by parenting situation, July 2013
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Appendix – Moms’ Attitudes About Involvement With Kids
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- Figure 175: Moms’ attitudes about involvement with kids and kids’ influence, by age, July 2013
- Figure 176: Moms’ attitudes about involvement with kids and kids’ influence, by household income, July 2013
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- Figure 177: Moms’ attitudes about involvement with kids and kids’ influence, by race, July 2013
- Figure 178: Moms’ attitudes about involvement with kids and kids’ influence, by Hispanic origin, July 2013
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- Figure 179: Moms’ attitudes about involvement with kids and kids’ influence, by marital status, July 2013
- Figure 180: Moms’ attitudes about involvement with kids and kids’ influence, by employment status, July 2013
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- Figure 181: Moms’ attitudes about involvement with kids and kids’ influence, by region, July 2013
- Figure 182: Moms’ attitudes about involvement with kids and kids’ influence, by number of children, July 2013
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- Figure 183: Moms’ attitudes about involvement with kids and kids’ influence, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
- Figure 184: Moms’ attitudes about involvement with kids and kids’ influence, by parenting situation, July 2013
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Appendix – Trade Associations
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