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Marketing to Moms - US - October 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Moms, kids, and technology
Moms are for technology
Moms are against technology
Figure 1: Moms’ attitude toward kids and technology, July 2018
Moms and social media
Moms embrace social media
Moms fear social media
Figure 2: Moms’ attitudes toward social media, July 2018
Moms at work and at home
Moms want to stay home
Moms want to go to work
Figure 3: Attitudes toward working inside and outside of the home, by employment status, July 2018
Moms and finances
Moms have stable finances
Moms worry about having enough
Figure 4: Current financial state, February 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Birth rate continues to fall
Mature moms
Most moms are working moms
Moms’ mind on their money
Sharing is caring
MOMS BY THE NUMBERS
Birth rate continues to drop, but share of moms goes up
Figure 5: Annual births and general fertility rate, 2006-17
Small families remain the norm
Figure 6: Average number of own children under 18 per family by type of family, 1960-2017
New families are old families
Figure 7: Birth rates by age of mother, 2010 and 2016
Even with demographic shifts, most children are born to moms <40
Figure 8: Share of births by age of mother, 2016
Moms are working, particularly while their kids are school aged
Figure 9: Labor force participation rate of mothers by age of youngest child, 1975 and 2015
MOMS AND MONEY
Moms less positive about their financial affairs
Figure 10: Opinion of current financial situation, July 2018
Moms and dads differ in their outlook
Figure 11: Opinion of future financial situation, July 2018
Childcare is a primary expense
Figure 12: National average weekly cost of childcare, 2013-17
Keeping finances apart
Figure 13: Sharing bank accounts, July 2018
HOW MOMS SPEND THEIR TIME
Moms shift from unpaid to paid work
Figure 14: Tide PODS® | Denim Hacks Made Simple Using Tide PODS® Plus Downy, September 2017
Figure 15: Average hours per day spent on paid/unpaid work, 2017
Moms can take a lesson from dads on self-care
Figure 16: Time spent on leisure and sports, 2017
Facebook is moms’ platform of choice
Figure 17: Daily social media usage, September 2018
ON MOMS’ MINDS – WHAT YOU NEED TO KNOW 
Going beyond milestones
Social media support
Fun with food
Breastfeeding still a battle
When a baby book won’t do
WHAT THEY’RE INTO
Targeting moms beyond the birth day
Figure 18: American Greetings Commercial | Tattoo | #GiveMeaning, May 2017
Figure 19: The New Volvo XC60 – Moments, June 2017
Showing the stronger side of moms
Figure 20: Once a Mother, Always a Giant | Brawny Paper Towels, May 2017
Figure 21: TV Commercials | Spring 2017 | All Hail the Carhartt Woman, May 2017
Figure 22: YETI Presents: My Mom Vala, May 2018
New media as support group
Kristen Bell lets moms off the hook
Figure 23: #Momsplaining with Kristen Bell: PregnancyRealness, January 2018
Food solutions for moms and kids
Figure 24: Bring Your Kitchen To Life: House
WHAT THEY’RE OVER
Families rethink screen time
Over-parenting is over
Figure 25: Don’t Call Me Precious – Anthem (English subtitles), June 2018
WHAT’S NEXT
Expanding beyond the baby space
Lactation innovation heats up
HopSkipDrive handles the carpool
Making memories for moms
Brands consider kid-friendly uses for digital assistants
Figure 26: Echo Dot Kids Edition, April 2018
THE CONSUMER – WHAT YOU NEED TO KNOW 
Moms find apps useful, but maybe not crucial
Moms approve of tech use, to some degree
Moms may feel they never have enough
Tech and college prep are areas for guidance
Bullying is a big worry
Moms ready to Bon Voyage when kids leave home
Most working moms would rather be at home full-time
TRENDS IMPACTING MOMS
Redefining Adulthood and Millennial moms
Moms On Display
Switch On or Switch Off
MOMS’ USE OF TECHNOLOGY 
Mobile and social are important – and still have room to grow
Mobile apps help moms manage
In their words – using mobile apps
Social media plays a supporting role
In their words – using social media
Figure 27: Moms’ use of mobile apps and social media, July 2018
Moms lead on the social front
Figure 28: Use of mobile apps and social media, by moms and dads, July 2018
As kids age, moms keep track
Figure 29: Moms’ use of mobile apps, by age of kids, July 2018
Moms with older kids less inclined to share
Figure 30: Moms’ use of social media, by age of kids, July 2018
KIDS AND TECHNOLOGY
Split decision on the importance of technology
In their words – is technology helpful or hurtful?
Figure 31: Moms’ attitude toward kids and technology, July 2018
Technology is an issue, even for younger kids
In their own words: At what age should kids get a phone?
Figure 32: Moms’ attitude toward kids and technology, by age of kids, July 2018
Moms and dads share common opinions on tech
Figure 33: Attitudes toward kids and technology, by moms and dads, July 2018
MANAGING TIME AND MONEY
Finances may be stable, but still might not be enough
Figure 34: Moms’ time and money management, July 2018
Moms’ trade-off between time and money
Figure 35: Serena Williams: Until We All Win, March 2018;
Figure 36: Moms’ time and money management – Select items, July 2018
Free time is moms’ greatest luxury
Figure 37: World's Toughest Job - #worldstoughestjob – Official Video, April 2014
Figure 38: Time and money management – Select items, by gender and parental status, July 2018
MAKING HOUSEHOLD DECISIONS
Moms have confidence, but could still use a boost
Figure 39: Decisions about finances and health, July 2018
Moms may be open to more info around tech usage
Figure 40: Decisions about raising kids, July 2018
College prep may be a question mark
Figure 41: Updated 2018 Subaru Forester Spotlight Teaser, June 2018
Figure 42: Decisions about kids’ futures, July 2018
Men more confident across the board
Figure 43: Confidence in making decisions, July 2018
ISSUES OF IMPORTANCE
Mental health on moms’ minds
In their own words: challenges kids face
Figure 44: Top issues of importance, July 2018
Tech addiction may be a concern, but not the top priority
Figure 45: Top issues of importance – Select items, by gender and parental status, July 2018
Top issues impact kids of all ages
Figure 46: Top issues of importance – Select items, by age of children, July 2018
MOMS’ DREAMS FOR HERSELF
Travel is on moms’ wish list
Moms’ lack of time and money limit their ability to travel
In their own words: moms’ dreams for herself
Bigger commitments may seem too daunting
Health comes before vanity
Giving back is another priority
Figure 47: Moms’ dreams for herself, July 2018
A wardrobe upgrade is a treat for moms
Figure 48: Stitch Fix online advertisement, September 2017
Figure 49: Trunk Club email, August 2018
Figure 50: Moms’ dreams for herself, July 2018
Income shapes top desires
Figure 51: Moms’ dreams for herself – Select items, by household income, July 2018
WORKING INSIDE AND OUTSIDE OF THE HOME
End of the mommy wars
Working and stay-at-home moms feel the need to justify their decision
Working is more likely a necessity than a choice
Figure 52: Attitudes toward working inside and outside of the home, by employment status, July 2018
Purpose comes from kids, but also a career
Figure 53: Attitudes toward professional goals, by employment status, July 2018
Dads derive more from the working world
Figure 54: Attitudes toward professional goals, by gender of parent, July 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX – MOMS BY THE NUMBERS 
Figure 55: Annual births and general fertility rate, 2006-17
Figure 56: Birth rates, by age of mother, 2010-16
Figure 57: Births, by age of mother, 2016

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