Table of Contents
Introduction
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- Definitions
- Methodology
- Abbreviations
Executive Summary
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- Mothers focus on children’s personal development
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- Figure 1: Mothers’ aspirations for their children, June 2013
- Mums set children up for multiple options in the future
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- Figure 2: Mothers’ encouragement of children’s after-school activities and recreation, June 2013
- Almost eight in ten mums will support children for as long as it takes
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- Figure 3: Attitudes towards finances and children’s future, June 2013
- Mums with children under the age of 5 are the most engaged on social media
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- Figure 4: Activities done on social media sites in the past three months, June 2013
- What we think
Issues in the Market
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- What impact will the changes to the parental leave law have on mums’ role in their families?
- What does raising happy children mean to modern mums?
- Do mums prioritise academic achievement for their children?
- What factors drive mothers’ engagement online?
Trend Application
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- Trend: Help Me Help Myself
- Trend: Patriot Games
- Mintel Futures: Generation Next
Market Drivers
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- Key points
- Demographic trends
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- Figure 5: Trends in the age structure of the UK female population, 2008-18
- Trends in the number of live births
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- Figure 6: Trends in the number of live births in England and Wales, 2008-12
- Trends in types of births’ registrations
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- Figure 7: Live births, by registration type, 2001 and 2011
- Current living area
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- Figure 8: Current living area, by age of mother, June 2013
- Proportion of mothers in employment
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- Figure 9: Mothers’ current working situation, June 2013
- Trends in ownership of smartphones
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- Figure 10: Ownership of smartphones and tablet computers, by presence of children in the household and age of children, April 2013
Division of Parental Responsibilities
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- Key points
- Family lifestyle revolves around mums’ responsibilities
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- Figure 11: Division of parenting responsibilities, June 2013
- Partners step back when it comes to childcare
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- Figure 12: Number of parenting responsibilities handled by mothers, June 2013
- Mums retain strong influence over household decisions
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- Figure 13: Who influences family decisions, by gender of parent, June 2013
Mums’ Aspirations for Children
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- Key points
- Mums prioritise children’s personal development
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- Figure 14: Mothers’ aspirations for their children, June 2013
- Self-employed mums will nurture independent spirit in their kids
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- Figure 15: Selected mothers’ aspirations for their children, by mothers’ employment status, June 2013
- Middle-income mums want their kids to be savvy with money
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- Figure 16: Selected mothers’ aspirations for their children, by household income, June 2013
- Priorities evolve as children grow up
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- Figure 17: Selected mothers’ aspirations for their children, by children’s age, June 2013
- 10-15-year-olds gain practical skills
- Getting a good job more important than going to university
Children’s After-School Activities and Recreation
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- Key points
- Setting children up for more options in the future
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- Figure 18: Mothers’ encouragement of children’s after-school activities and recreation, June 2013
- University-educated mums have similar hopes for their offspring
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- Figure 19: Mothers’ encouragement of children’s after-school activities and recreation, by highest level of education, June 2013
- Affluence determines how active children are outside of school
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- Figure 20: Mothers’ encouragement of children’s after-school activities and recreation, by household income, June 2013
- Mums’ aspirations drive their effort to help children achieve
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- Figure 21: Mothers’ encouragement of children’s after-school activities and recreation, by selected aspirations for their children, June 2013
- Over three quarters of mums encourage their child’s development outside of the school syllabus
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- Figure 22: Number of after-school activities mothers encourage their children to take up, June 2013
- The rise of Tiger Mothers
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- Figure 23: Gender, age and social grade of children whose mothers encourage them to take up 4-8 after-school activities, June 2013
Mums’ Segmentation – Attitudes towards Finances and Children’s Future
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- Key points
- Concerns about children’s future come to the fore
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- Figure 24: Attitudes towards finances and children’s future, June 2013
- Mothers’ segmentation
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- Figure 25: Mothers’ segmentation, June 2013
- Mum Worriers (39%)
- Who are they?
- No-Expense-Spared Mums (31%)
- Who are they?
- Time-Poor Mums (30%)
- Who are they?
- Mothers’ aspirations for children
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- Figure 26: Mothers’ aspirations for their children, by mothers’ typologies, June 2013
- Attitudes towards children’s future
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- Figure 27: Attitudes towards finances and children’s future (any agree), by mothers’ typologies, June 2013
- Encouragement of activities outside of school
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- Figure 28: Mothers’ encouragement of children’s after-school activities, by mothers’ typologies, June 2013
Online Socialising Habits of Mums
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- Key points
- New mums struggle to maintain their friendships
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- Figure 29: Attitudes towards parenting and personal time, June 2013
- Facebook maintains dominant position amongst social networks
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- Figure 30: Social media sites used weekly, June 2013
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- Figure 31: Trends in the target audience of Facebook, by presence of children, UK, February 2011-13
- Mums with babies and toddlers eager to explore social media
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- Figure 32: Activities done on social media sites in the past three months, June 2013
- Figure 33: Trends in the mobile audience for kids and family entertainment apps, UK, February 2011-13
- Mums are highly engaged on Pinterest
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- Figure 34: Activities done on social media sites in the past 3 months, by social media sites used weekly, June 2013
- Promoting regular family digital detox
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- Figure 35: Attitudes towards social media, June 2013
- Mums of 16-18-year-olds keener to use social media for interactions with children
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- Figure 36: Attitudes towards social media, by age of children, June 2013
Online Engagement
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- Key points
- Mothers are becoming more active online
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- Figure 37: Online activities done in the past three months, June 2013 and August 2012
- Younger mums drive online family research
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- Figure 38: Number of online activities done in the past 3 months, June 2013
- Engagement on social networks drives online research and purchases
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- Figure 39: Online activities done in the past three months, by selected weekly activities on social media sites, June 2013
Attitudes towards Children’s Use of Technology
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- Key points
- Concerns about online and mobile safety rise amongst mums aged 45
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- Figure 40: Attitudes towards children’s use of technology, June 2013
- Affluent mums give children more pocket money to spend on mobile phone
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- Figure 41: Selected attitudes towards children’s use of technology, by household income, June 2013
Appendix – Mum’s Demographics
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- Figure 42: Demographics of mums, by age group, June 2013
- Figure 43: Demographics of mums, by age of children, June 2013
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- Figure 44: Demographics of mums, by family typology and region, June 2013
- Figure 45: Demographics of mums, by area and working status, June 2013
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- Figure 46: Demographics of mums, by socio-economic group and highest level of education, June 2013
- Figure 47: Demographics of mums, by grosss annual household income, June 2013
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- Figure 48: Demographics of mums, by support network, June 2013
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Appendix – Division of Parental Responsibilities
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- Figure 49: Division of responsibilities between parents – Cooking their meals, by demographics, June 2013
- Figure 50: Division of responsibilities between parents – Buying their clothes, by demographics, June 2013
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- Figure 51: Division of responsibilities between parents – Buying them treats, by demographics, June 2013
- Figure 52: Division of responsibilities between parents – Buying electronic gadgets for them, by demographics, June 2013
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- Figure 53: Division of responsibilities between parents – Tidying up after them, by demographics, June 2013
- Figure 54: Division of responsibilities between parents – Choosing their birthday/christmas presents, by demographics, June 2013
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- Figure 55: Division of responsibilities between parents – Looking after them when they are not well, by demographics, June 2013
- Figure 56: Division of responsibilities between parents – Getting them to/from school, by demographics, June 2013
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- Figure 57: Division of responsibilities between parents – Taking them to/from after-school activities, by demographics, June 2013
- Figure 58: Division of responsibilities between parents – Picking them up when they visit their friends, by demographics, June 2013
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- Figure 59: Division of responsibilities between parents – Making sure they are bathed/teeth are brushed, by demographics, June 2013
- Figure 60: Division of responsibilities between parents – Helping them with homework, by demographics, June 2013
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- Figure 61: Division of responsibilities between parents – Playing/doing activities with child(ren), by demographics, June 2013
- Figure 62: Division of responsibilities between parents – Disciplining them, by demographics, June 2013
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Appendix – Mums’ Aspirations for Children
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- Figure 63: Most popular aspirations for children, by demographics, June 2013
- Figure 64: Next most popular aspirations for children, by demographics, June 2013
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Appendix – Children’s After-school Activities and Recreation
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- Figure 65: Most popular children’s recreation, by demographics, June 2013
- Figure 66: Next most popular children’s recreation, by demographics, June 2013
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Appendix – Mums’ Segmentation: Attitudes towards Finances and Children’s Future
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- Figure 67: Agreement with the statement ‘A parent’s job is never done’, by demographics, June 2013
- Figure 68: Agreement with the statement ‘I worry about my child(ren)’s ability to live independently after they leave home’, by demographics, June 2013
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- Figure 69: Agreement with the statement ‘I worry about my child(ren)’s future job prospects’, by demographics, June 2013
- Figure 70: Agreement with the statement ‘It’s important to teach children about managing money’, by demographics, June 2013
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- Figure 71: Agreement with the statement ‘I am willing to support my child(ren) for as long as it takes’, by demographics, June 2013
- Figure 72: Agreement with the statement ‘It’s worth spending more to send children to the best school/university’, by demographics, June 2013
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- Figure 73: Agreement with the statement ‘Having a private education improves a child’s job prospects in later life’, by demographics, June 2013
- Mums’ Segmentation – Attitudes towards Finances and Children’s Future
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- Figure 74: Target groups, by demographics, June 2013
- Figure 75: Mums’ attitudes, by target groups, June 2013
- Figure 76: Division of responsibilities between parents, by target groups, June 2013
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- Figure 77: Children’s recreation, by target groups, June 2013
- Figure 78: Aspirations for children, by target groups, June 2013
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- Figure 79: Social media sites used weekly, by target groups, June 2013
- Figure 80: Activities done on social media sites in the past 3 months, by target groups, June 2013
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- Figure 81: Online activities done in the past 3 months, by target groups, June 2013
- Figure 82: Attitudes towards children’s use of technology, by target groups, June 2013
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Appendix – Online Socialising Habits of Mums
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- Figure 83: Agreement with the statement ‘Social media makes it easier to connect with other parents’, by demographics, June 2013
- Figure 84: Agreement with the statement ‘Social media helps me stay more connected to my child(ren)’, by demographics, June 2013
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- Figure 85: Agreement with the statement ‘It’s important to plan regular family activities outside to take a break from using technology’, by demographics, June 2013
- Figure 86: Agreement with the statement ‘I feel I have less in common with my friends who are not parents’, by demographics, June 2013
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- Figure 87: Agreement with the statement ‘I don’t have as much time to be involved in my child(ren)’s lives as I’d like’, by demographics, June 2013
- Figure 88: Agreement with the statement ‘I don’t have much time to socialise regularly with my/partner’s friends outside of home’, by demographics, June 2013
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- Figure 89: Most popular social media sites used weekly, by demographics, June 2013
- Figure 90: Next most popular social media sites used weekly, by demographics, June 2013
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- Figure 91: Most popular activities done on social media sites in the past 3 months, by demographics, June 2013
- Figure 92: Next most popular activities done on social media sites in the past 3 months, by demographics, June 2013
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- Figure 93: Other activities done on social media sites in the past 3 months, by demographics, June 2013
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Appendix – Online Engagement
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- Figure 94: Most popular online activities done in the past 3 months, by demographics, June 2013
- Figure 95: Next most popular online activities done in the past 3 months, by demographics, June 2013
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Appendix – Attitudes towards Children’s Use of Technology
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- Figure 96: Most popular attitudes towards children’s use of technology, by demographics, June 2013
- Figure 97: Next most popular attitudes towards children’s use of technology, by demographics, June 2013
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