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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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