Lifestyles of Mums - UK - September 2012

INTRODUCTION
Methodology
Abbreviations
EXECUTIVE SUMMARY
Fertility rate is levelling out
Figure 1: Trends and projections of total fertility rate in the UK, 2000-2017
1.2 million mums stayed at home due to high childcare costs
Figure 2: Influence of cost of childcare on decision not to go back to work after having a child, August 2012
Fewer mums switch to cheaper products for children
Figure 3: Categories where spending was switched to cheaper alternatives over the past year, August 2012
Mums working full-time would like to spend more time with children
Figure 4: Family leisure habits, August 2012
Interest in mobile parenting apps is strong
Figure 5: Use of mobile apps related to parenting, August 2012
Word of mouth parenting information is trusted the most
Figure 6: Sources of information on parenting, August 2012
2.1 million UK mothers feel under pressure to ‘have it all’
Figure 7: Attitudes towards modern parenting, August 2012
ISSUES IN THE MARKET
What are mums’ spending priorities?
Are modern mums under more pressure to ‘do it all’?
Will mobile apps become essential to parenting?
TREND APPLICATION
Trend: Men Shopping Badly
Trend: Re-Teching the Past
2015 Trend: Access Anything, Anywhere
DEMOGRAPHIC OVERVIEW
Key points
Age structure and growth projections
Figure 8: Trends in the age structure of the UK female population, 2007-17
Live births
Figure 9: Live births in the UK, October 2008-September 2011
Fertility rate
Figure 10: Trends and projections of total fertility rate in the UK, 2000-17
Trends in the number of dependent children
Figure 11: Trends in number of dependent children in UK families, 2001-11
UK family types
Figure 12: UK family types, 2011
PARENTHOOD AND EMPLOYMENT
Key points
A quarter of mothers don’t return to work after giving birth
Figure 13: Age of child when mother went back to work, August 2012
High childcare costs prompt mums to stay at home with the baby
Figure 14: Influence of cost of childcare on decision not to go back to work after having a child, August 2012
Affordability of childcare comes to the fore
Figure 15: Reasons for going back to work, August 2012
FAMILY SPENDING HABITS
Key points
Female primary income earners are found in struggling families
Figure 16: Main income earner status, by age of mother, August 2012
Older mums are better-placed to raise children on their own
Figure 17: Household income and housing situation, by age of mother, August 2012
Over four in ten mums are in charge of family finances
Figure 18: Main financial decision-maker status, August 2012
Bigger focus on household finances in lower-income families
Figure 19: Main financial decision-maker status, by household income, August 2012
Prioritising spending on essentials
Figure 20: Changes in spending over the past year, August 2012
Mothers are less willing to compromise when it comes to children
Figure 21: Categories where spending was switched to cheaper alternatives for parents over the past year, August 2012
Healthy finances lead to fewer compromises
Figure 22: Number of categories where spend was switched to cheaper alternatives over the past year, August 2012
Prioritising children and family time
Figure 23: What extra money is spent on, August 2012
Equal financial decision-making translates into higher spending
Figure 24: Selected things that extra money is spent on, by financial decision maker, August 2012
CHANGES IN FAMILY LIFESTYLE
Key points
Health issues come to the fore
Figure 25: Changes in lifestyle after becoming a parent, August 2012
Mothers aged 16-34 more focused on their careers
Figure 26: Changes in lifestyle after becoming a parent, by age of mother, August 2012
Divorced or widowed mums most concerned about finances
Figure 27: Marital status, by levels of confidence in future finances after becoming a parent, August 2012
Lower PDI signals falling standards of living
Figure 28: Changes in family lifestyle compared with a year ago, August 2012
Younger mums are ‘having it all’
Figure 29: Changes in family lifestyle compared with a year ago, by age of mother, August 2012
PARENTING AND FAMILY LEISURE
Key points
Mums set boundaries for their children
Figure 30: Parenting habits, August 2012
Full-time working mums less able to focus on the family
Figure 31: Parenting habits, by mother’s employment status, August 2012
Parents instil discipline in younger children
Figure 32: Parenting habits, by age of children, August 2012
Half buy their way into family time
Figure 33: Family leisure habits, August 2012
Mums aged 45+ most worried about impact of social networks
Figure 34: Family leisure habits, by age of mother, August 2012
Affordability of being a home-maker
Figure 35: Attitudes towards being a stay-at-home parent, August 2012
Mums aged 35+ enjoy home-making
Figure 36: Attitudes towards being a stay-at-home mum, August 2012
ONLINE AND MOBILE ACTIVITIES RELATED TO PARENTING
Key points
Online major source of advice on parenting
Figure 37: Online activities related to parenting done in the past three months, August 2012
Online activity rises with household income
Figure 38: Number of online activities related to parenting done in the past three months, August 2012
Over two thirds of mums own smartphones
Figure 39: Mobile phone ownership, August 2012
It’s all fun and games
Figure 40: Use of mobile apps related to parenting, August 2012
App adoption is niche…
Figure 41: Number of mobile apps related to parenting already used, by age of mother, August 2012
… but opportunities are growing
Figure 42: Number of mobile apps mothers are interested in using, by age of mother, August 2012
Apple smartphones lead parenting apps arena
Figure 43: Number of mobile apps related to parenting already used, by type of mobile phone, August 2012
SOURCES OF ADVICE ABOUT PARENTING
Key points
Word of mouth advice most trusted
Figure 44: Sources of information on parenting, August 2012
Two thirds don’t seek advice in an average week
Figure 45: Number of sources of information on parenting, August 2012
Mums with university degrees consult more sources
Figure 46: Number of sources of information on parenting, by highest level of education of mother, August 2012
ATTITUDES TOWARDS MODERN PARENTING
Key points
2.1 million UK mothers feel under pressure to ‘have it all’
Figure 47: Attitudes towards modern parenting, August 2012
Generational differences in views on parenting
Figure 48: Attitudes towards modern parenting, by age of mother, August 2012
Dove raises awareness about real beauty on behalf of mums
Figure 49: Self-Esteem Fund campaign by Dove, March 2012
MUMS’ TYPOLOGIES
Key points
Figure 50: Mums’ typologies, August 2012
Easy-going Mums (53%)
Who are they?
Disciplinarian Mums (28%)
Who are they?
Breadwinner Mums (19%)
Who are they?
APPENDIX – PARENTHOOD AND EMPLOYMENT
Figure 51: Age of child when mother went back to work, by detailed demographics, August 2012
Figure 52: Reasons for going back to work, by detailed demographics, August 2012
APPENDIX – CHANGES IN FAMILY LIFESTYLE
Figure 53: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
Figure 54: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
Figure 55: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
Figure 56: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
Figure 57: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
Figure 58: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
APPENDIX – PARENTING AND FAMILY LEISURE
Figure 59: Most popular parenting habits, by detailed demographics, August 2012
Figure 60: Next most popular parenting habits, by detailed demographics, August 2012
Figure 61: Other parenting habits, by detailed demographics, August 2012
Figure 62: Most popular family leisure habits, by detailed demographics, August 2012
Figure 63: Next most popular family leisure habits, by detailed demographics, August 2012
Figure 64: Most popular attitudes towards being a stay-at-home parent, by detailed demographics, August 2012
Figure 65: Next most popular attitudes towards being a stay-at-home parent, by detailed demographics, August 2012
APPENDIX – FAMILY SPENDING HABITS
Figure 66: Main income earner and financial decision-maker status, by detailed demographics, August 2012
Figure 67: Most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
Figure 68: Next most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
Figure 69: Repertoire of categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
Figure 70: Most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
Figure 71: Next most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
Figure 72: Repertoire of categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
Figure 73: What extra money is spent on, by detailed demographics, August 2012
Figure 74: What extra money is spent on, by detailed demographics, August 2012
Figure 75: What extra money is spent on, by detailed demographics, August 2012
Figure 76: What extra money is spent on, by detailed demographics, August 2012
APPENDIX – ONLINE AND MOBILE ACTIVITIES RELATED TO PARENTING
Figure 77: Most popular online activities related to parenting, by detailed demographics, August 2012
Figure 78: Next most popular online activities related to parenting, by detailed demographics, August 2012
Figure 79: Use of parental advice apps and apps to help babies/young children go to sleep related to parenting, by detailed demographics, August 2012
Figure 80: Use of apps that provide health advice/diagnosis for babies/young children and apps that help track babies’ activities, growth and milestones related to parenting, by detailed demographics, August 2012
Figure 81: Use of pregnancy-related advice apps and apps that monitor children’s mobile usage/track their location related to parenting, by detailed demographics, August 2012
Figure 82: Use of apps that allow children to browse safely online, filtering inappropriate content and Gaming apps related to parenting, by detailed demographics, August 2012
Figure 83: Use of child development apps and educational/book apps related to parenting, by detailed demographics, August 2012
Figure 84: Use of entertainment apps to occupy young children related to parenting, by detailed demographics, August 2012
APPENDIX – SOURCES OF ADVICE ABOUT PARENTING
Figure 85: Most popular sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
Figure 86: Next most popular sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
Figure 87: Repertoire of sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
APPENDIX – ATTITUDES TOWARDS MODERN PARENTING
Figure 88: Most popular attitudes towards modern parenting, by detailed demographics, August 2012
Figure 89: Next most popular attitudes towards modern parenting, by detailed demographics, August 2012
APPENDIX – MUMS’ TYPOLOGIES
Figure 90: Target groups, by detailed demographics, August 2012
Figure 91: Main income earner status, by target groups, August 2012
Figure 92: Main financial decision-maker status, by target groups, August 2012
Figure 93: Age of child when mother went back to work, by target groups, August 2012
Figure 94: Reasons for going back to work, by target groups, August 2012
Figure 95: Importance of childcare costs in decision for not going back to work, by target groups, August 2012
Figure 96: Changes in lifestyle after becoming a parent, by target groups, August 2012
Figure 97: Changes in lifestyle compared with a year ago, by target groups, August 2012
Figure 98: Parenting habits, by target groups, August 2012
Figure 99: Family leisure habits, by target groups, August 2012
Figure 100: Attitudes towards being a stay-at-home parent, by target groups, August 2012
Figure 101: Changes in spending over the past year, by target groups, August 2012
Figure 102: Categories where spending was switched to cheaper alternatives, by target groups, August 2012
Figure 103: Categories where spending was switched to cheaper alternatives, by target groups, August 2012
Figure 104: What extra money is spent on, by target groups, August 2012
Figure 105: Online activities related to parenting, by target groups, August 2012
Figure 106: Mobile phone ownership, by target groups, August 2012
Figure 107: Use of mobile apps related to parenting, by target groups, August 2012
Figure 108: Sources of information on parenting, by target groups, August 2012
Figure 109: Attitudes towards modern parenting, by target groups, August 2012