What Moms Think and Do

Published by: EPM Communications Inc

Published: Sep. 1, 2008 - 37 Pages

Table of Contents

What Moms Think and Do

TABLE OF CONTENTS

INTRODUCTION

Attitudes Toward Advertising and Marketing

Media Companies Expand Offerings And Adopt New Marketing Strategies To Appeal To Busy Moms

When Moms Want A Laugh

When Moms Find Ads Annoying

Advertisers Wrong On Single Moms

Moms Weigh In On Kid Ad Debate

Advertising To Kids: What Moms Think

Moms Dis Super Bowl Ads

Marketing Healthcare To Moms

Family Life

More Than a Third New Moms Are Single

Exhibit 2.1: Views on Unmarried Women Having Children, 2007

Exhibit 2.2: Employment, Single Mothers vs. Married Mothers, 2007

Snapshot Of Married And Unmarried Mothers

Exhibit 2.3: Views on Unmarried Couples Having Children, 2007

The Cost Of Having A Baby

The Cost Of Raising A Child

Exhibit 2.4: Estimated Total Annual Expenditures On Children By Middle-Class Families, By region

Childcare Costs Delay, Even Deny Motherhood

Moms Want More Time With Their Spouses, Don't Miss Work

Exhibit 2.5: Parenting Tasks Moms Wish They Had More Time For, 2007

Parenting Tasks Moms Wish They Had More Time For, 2007 Moms Crave A ""Me"" Zone

New Moms Miss Date Nights

Moms Lack Time For Self-Care

Moms Who Work Part-Time Sleep Best

Mothers Work Hard And Follow Their Own Mothers' Advice

Moms Have Their Own Generation Gap

Black And Hispanic Parents Are Concerned About Kids' Diets

Moms Are Friends With Their Children

Parents Don't Know What Issues Face Their Teen Daughters

Moms Seek E-Spirituality

Exhibit 2.6: What Moms Talk About With Their Children, 2008

Facts About Moms

Food & Nutrition

Navigating The Aisles For The Family Table Reflects Mothers Conflicting Priorities

Exhibit 3.1: What makes a shopping experience ""good"" when shopping with small children?

Exhibit 3.2: Which of the following factors, if any, are important to mothers

when buying products for their families?

Exhibit 3.3: Which three of the following are most likely to make mothers shop at a particular store?

Exhibit 3.4: How do mothers find out about new products and brands for their families?

Exhibit 3.5: Which of the following types of ads speak to mothers most effectively?

Moms Take Evasive Action During Cold And Flu Season

Exhibit 3.6: What Moms Do When They Feel A Cold Coming On, 2007

Exhibit 3.7: What Moms Do During Cold And Flu Season That They Don't Do During The Rest of the Year, 2007

Moms Are Trying New Types Of Baby And Junior Foods

Moms Give More Thought To Nutrition

Most U.S. Moms Breast Feed

Media Use

Claiming A Place In Cyberspace, Mommy Blogs Emerge As A Force For Marketers And Moms

Moms Are An Online Force

Searcher Moms Buy Online

Half Of Kids Help Parents With Internet

Old Media Wanes, New Formats Surge With Working Moms

Women Take The Digital Lead

Shopping Habits

Exhibit 5.1: Proportion of Holiday Shopping Moms Plan to Do Online, 2007

How New Moms Shop

Moms Spend More On Holiday Gifts As Children Get Older

Whoa, Rudolph! Toy Recalls Playing Havoc With Moms' Shopping Mood This Holiday Season

Exhibit 5.2: How Many Shoppers Plan To Buy Toys As Gifts

Toy Recalls: Moms' Point Of View 32

Moms Want Toy Standards

Exhibit 5.3: If there were a set of universal safety standards for the toy industry, how likley would you be to buy a toy labeled as compliant vs. one not labeled as such?

What Women Want In A Store

Moms Spend On Kids Clothes, Entertainment

Work

Mothers Would Stay On The Job

Help Wanted: Moms

Workplaces Support Breastfeeding

Breastfeeding Moms Find Workplace Barriers

School's Out; Working Moms Are Worried

Moms Merit Six Figures

Do Moms Get Better Work/Life Family Programs?

Abstract

• 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.

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