The majority of Canadian mothers are raising their children with a spouse or partner, while 15% are doing so as a single parent. Among the coupled population, there are an increasing number of children being raised by same-sex partners, with 4% of households containing same-sex parents. Brands, retailers and other child-related companies should look to reflect this changing family structure in their product portfolios and supporting marketing messages in order to resonate.
Canadian mothers are generally highly engaged with social media, regularly viewing or posting photos and videos, looking for discounts, interacting with their favourite brands and seeking or providing advice to other parents. There remains an opportunity for marketers to continue to further mine this medium, especially as mobile device and app usage is expected to continue rising in the coming years.
This report explores the family structure, social media and spending habits of Canadian mothers by life stage and various demographic groups. The report also looks at trusted sources that help guide family or child-related purchases, characteristics that are associated with being a good mother and aspirations Canadian moms have for their children.
Methodology
This report covers the topic of marketing to Canadian mothers. Mintel conducted online consumer research in July 2014 on a sample of 393 internet users aged 18+ who are mothers.
