Tailor Your Marketing Messages To The Lucrative Moms Market.
With this concise, 62-page executive briefing, you'll gain a clear understanding of:
- how moms' need for "me" time plays out in family life, self-care and work
- moms' greatest stress points
- what mothers want in a store
- moms' attitudes toward advertising to them…and to their kids
- blogs and other online experiences as the ultimate moms communities
- how the family table reflects moms' conflicting priorities
- and more.
Through topline findings from 60 research sources, What Moms Think And Do will help you recognize the conflicting roles moms play, so you can establish a rapport with them through products, services and advertising that complement their complex lifestyles. Plus, each abstract is fully sourced so you can delve deeper into research that is critical to your next on- and offline campaign.
Use the data you find in What Moms Think And Do to effectively tailor the message in your next moms-oriented marketing effort.
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- INTRODUCTION
- EXECUTIVE SUMMARY
- DEMOGRAPHICS AND LEISURE
- Basic Population Data: Moms By The Numbers
- Exhibit 1.1: Motherhood, 1990 Vs. 2008
- Exhibit 1.2: Education of Mother, 1990 Vs. 2006
- Exhibit 1.3: How Americans Spend A Typical Day, Men Vs. Women
- Motherhood Is The Great Equalizer Ameliorating Differences
- Between Affluent And Less Affluent Moms
- Exhibit 1.4: Items Owned By Affluent Households, By Child's Age
- Exhibit 1.5: Online Purchases During Past 12 Months, Affluent Women Without Children Vs. Affluent
- Moms With Children Under 18
- Exhibit 1.6: Events Attended By Affluent Women During Past Year, Those With Children Vs.
- Those Without
- Raising Happy Children Means Mom, Dad Under Same Roof, But Not Necessarily Married
- Exhibit 1.7: Important Factors To Raise Happy, Successful Children, According To Moms
- The Cost Of Raising A Child
- Exhibit 1.8: Where The Money Goes In Raising A Child To 18
- Kids Cost A Lot From The Very Beginning
- Exhibit 1.9: Amount Spent On Baby During The First Year
- Moms Pick Arlington, VA As Best Place To Lay Down Roots
- Exhibit 1.10: Best Cities To Raise Children, According To Moms
- Lifestyle
- Moms Get 3.5 Hours Of Me Time A Week
- Exhibit 1.11: Moms' Perceptions On Family & Lifestyle Based On Age Of Child/Children In House
- The Influence Of Power Moms
- Moms Of Tweens Share Similar Tastes, Behaviors
- Exhibit 1.12: Ways Moms Of Tweens, Adults Discuss Brands, Products, Services
- Exhibit 1.13: What Triggers An Online Search, Moms Of Tweens Vs. All Adults
- Exhibit 1.14: Preferred Radio Formats, Moms Of Tweens Vs. All Adults
- Exhibit 1.15: Top Influencers On Apparel Purchases, Moms Of Tweens Vs. All Adults
- Moms Prefer To Cruise In An SUV
- Exhibit 1:16: Vehicles Moms Most Frequently Drive
- Hispanic Women Stick With Their Mothers' Cleaning Traditions
- Moms Split On Kids With Microchips
- Exhibit 1:17: Moms On Whether They Will Implant A Microchip In Their Children
- ATTITUDES TOWARD BRANDS, ADVERTISING, AND MARKETING
- Moms Are Willing To Switch Brands
- Exhibit 2.1: Baby Products For Which Moms Are Most Willing To Switch
- Brands Based On New Benefits, Safety Features, And Affordability
- Moms' Top Influencers For Baby Care, Toy Purchases
- Exhibit 2.2: Top Sources Women Turn To For Information On Baby Care Products
- Exhibit 2.3: Top Sources Women Rely On For Information About Toys
- Families With Kids Are Most Likely To Trust Advertising
- Exhibit 2.4: Households That Trust Advertising Is Honest In Its Claims, Those With Children Vs.
- Those Without Children
- Moms Are More Receptive To Cause Marketing
- Exhibit 2.5: Preferred Cause Marketing Opportunities, Moms Vs. All Adults
- Exhibit 2.6: Cause Marketing Shopping Attitudes & Behavior, Moms Vs. Adults In General
- Exhibit 2.7: Cause-Related Branding Is Important When Deciding Select Purchase Behaviors
- FAMILY LIFE & PARENTING
- Parents Play With Their Kids Two Hours A Day
- Moms Cite Books As Top Positive Influence On Their Kids
- Exhibit 3.1: Positive Influences On Children, According To Their Mothers
- Parents More Likely To Be Friendly With Neighbors Than Non Parents
- Nearly All Kids Have Online Footprint By Two
- Exhibit 3.2: Digital Representation Of U.S. Children Under Age Two
- Moms Stay Active In Tweens' Schooling
- Exhibit 3.3: Parental Involvement In Child’s School During 2010-2011
- Most Parents Oversee Their Teen's Homework
- Exhibit 3.4: Parental Involvement In Teen's Academic Work
- Moms' Reading To Kids Begins Early
- Kids Want Moms To Act Their Age
- Exhibit 3.5: Select Parent Behaviors Annoying To Children
- Parental Discipline Methods
- Exhibit 3.6: Most Effective Methods For Discipling Children, According To Parents
- Dad Zone
- Dads Engaged In Family Purchases, Yet Feel Ignored By Marketers
- Fairies Price Kids' Teeth Under $3
- Exhibit 3.7: Amount Tooth Fairies Give Children Per Tooth
- Dads: I Want To Be Just As Involved As Moms
- Exhibit 3.8: Who Dads Trust The Most For Advice On Family Purchases
- Dads More Likely Than Moms To Google Their Kids
- Kids Tend To Use Dad's iPhone
- Exhibit 3.9: Owner Of iPhone That Kids Play With
- Car Seats Frustrate Moms, Dad
- FOOD & NUTRITION
- Segmenting Family Food Shoppers
- Exhibit 4.1: Charactertistics Of Family Food Shoppers
- Parents Less Likely To Eat Healthy Meals Than Their Kids
- Exhibit 4.2: Healthy Eating Habits, Behaviors, Parents Vs. Non-Parents
- Moms Place Priority On Eating Together
- Exhibit 4.3: Parents' And Mothers' Views On Food, Nutrition
- Divining Food Shopping Trends: Moms As "Surgical Shoppers"
- Moms With Tweens, Teens Spend $9,000 Annually On Food
- Exhibit 4.4: Annual Spending On Food And Beverages, By Oldest Child's Age
- Kid School Lunches Feature Fruit, And Wheat — Not White — Bread
- MEDIA USE
- Moms Are Tech-Savvy Early Adopters
- Exhibit 5.1: Social Network Behaviors, Moms Vs. All Adults
- Moms Prefer Multi-Screen Experiences
- Exhibit 5.2: Those Who Feel Ads On Select Devices Are More Meaningful And Relevant Than Ads On
- Other Devices, Moms Vs. Non-Moms
- Profiles Of Women Social Network Users
- Moms Are Open To Email Marketing Messages
- How Moms View Facebook And Twitter — And The Most Effective Ways To Reach Them
- Exhibit 5.3: What Moms Want To See In Businesses' Tweets
- Exhibit 5.4: Reasons Moms Follow Businesses On Twitter
- Exhibit 5.5: Reasons Moms Stop Following Businesses On Twitter
- Social Media Moms Seek Online Recommendations For Kid Purchases
- Moms Readily Embrace Smartphones
- Exhibit 5.6: Apps Used By Moms Who Shop With Smartphones
- Exhibit 5.7: Actions Moms Take In Response To Mobile Ads
- Moms See Education Apps As Their Kids' Entree To Technology
- Apps A Growing Hit With Preschoolers As Moms Seek To Educate, Entertain Their Kids
- Moms Check Up On All Their Kids' Digital, Mobile Activities
- Teens' Online Privacy And Their Parents’ Monitoring
- Brand, Media Strategies Companies Discuss Most Effective Ways To Reach Women Via Digital,
- Mobile Platforms
- Meredith Extends Its Brands Beyond Print Pubs
- SHOPPING HABITS
- Moms' Spending And Brand Loyalty
- Exhibit 6.1: Moms' Expected Spending Increases In 2011
- Exhibit 6.2: Ways Moms Save Money Grocery Shopping
- Exhibit 6.3: Kids' Influence On Mom Purchases
- Exhibit 6.4: Products Moms With Kids Under Six Plan To Purchase In 12 Months
- Key Drivers Influencing Mom Buys
- Bringing Up Baby: Shopping Habits And Behaviors Of Expectant Moms
- Exhibit 6.5: Resources Moms-To-Be Use And Find Valuable
- Exhibit 6.6: Where Moms-To-Be Register For Baby Gifts
- Exhibit 6.7: Ways Expectant Moms Acquire Select Baby Items
- Where The Money Goes
- Working Moms Are Coupon Users, Big Spenders On Home Upgrades
- Exhibit 6.8: How Moms Prefer To Receive Grocery, Restaurant Coupons
- Moms' Seek Dads' Input Before Buying Technology
- Exhibit 6.9: Parents Who Say They Know More About The
- Select Tech Gadgets Than Their Children
- Exhibit 6.10: How Moms, Dads Decide Which Electronic/Computer Brand To Purchase
- Exhibit 6.11: Expected Family Electronics/Computer Purchases In 2011, According To Parents,
- By Age Of Children
- Moms Seek Value, Family-Focused Travel Deals For The Summer
- Exhibit 6.12: Sources Moms Find "Somewhat" To "Very" Trustworthy For Finding Travel Information
- Exhibit 6.13: Where Moms Go To Find The Best Travel Deals
- Exhibit 6.14: Auto Insurance Decision Maker, By Generation
- Diapers Are A Financial DrainMoms Reminisce With Back-To-School Shopping
- Walmart Is The Top Place For Back-To-School Supplies
- Exhibit 6.15: Top Destinations To Purchase Back-To-School Supplies
- WORK
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