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Millennial Parents in the U.S.


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Millennial Parents in the U.S.

Millennial Parents in the U.S. analyzes the complex world of the more than 20 million 18- to 34-year-olds who are raising children. and highlights the implications for marketers. One consideration is that the demographic and social profile of Millennial parents differs radically from that of their peers without children. For example, Millennial moms are less urban, less secular, less affluent, and less educated than other women in their age group.

The report shows how the increasingly non-traditional structure of Millennial families with children presents something of a minefield for marketers. Traditional images of a nuclear family may not resonate among Millennial moms because a large percentage of them are single moms. On the other hand, more than 80% of 30- to 34-year-old dads are married and live in a recognizably traditional family environment. Many are part of a relationship where both partners are intent on living out egalitarian views about the roles of moms and dads within a family. These demographic and cultural factors may lead marketers down another kind of non-traditional path that includes dads as well as moms in their marketing appeals.

Scope of the Report

This Packaged Facts report analyzes Millennial parents with an emphasis on the consumer behavior of Millennial moms. The report focuses on Millennial parents who can be assumed to be present in their children’s lives and available to be involved in consumer decisions related to the rearing of their children. The report screens Millennial parents as follows:
  • Census data profiling the living arrangements of Millennial parents focus on Millennial parents with “co-resident” children. The Census Bureau does not break down data related to 15- to 24-year-olds parents with co-resident children. However, only a miniscule percentage of 15- to 17-year-olds are co-resident parents. Packaged Facts estimates that 18- to 24-year-olds (the youngest Millennial age segment) account for 92% of parents in the 15- to -24-year-old age group. Thus, using Census data for 15- to 24-year-olds serves as a robust surrogate for younger Millennial parents.
  • When using Simmons National Consumer Study (NCS) data, Packaged Facts defines a Millennial parent as an 18- to 34-year-old who is a parent and lives in the same household with children under 18 years of age. The report often uses Simmons NCS data to compare Millennial parents with Gen-X parents (those in the 35- to 49-year-old age group) and uses the same screening criteria to define Gen-X parents.
Methodology

The primary source of consumer data in this report is the Simmons NCS for Spring 2015—which was fielded from April 2014 through June 2015. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

Other data sources include the U.S. Census Bureau and a range of surveys and studies published by private research organizations including Pew Research Center, The Hartford, Weber Shandwick/KRC Research and Goldman Sachs. The report is also based upon data collected from a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs, and releases from companies.


  • Executive Summary
    • Scope of the Report
    • Methodology
    • Topline Insights and Opportunities
      • Millennial Families Different from Previous Generations
      • Millennial Parents Reflect Economic and Cultural Divide
      • Vast Demographic Differences Between Parents and Non-Parents
      • Millennial Family Structure Challenges Marketers
      • Millennial Parents Collaborate on Buying Decisions
      • Millennial Parents Depend on Mobile for Brick-and-Mortar Shopping
      • Millennial Moms Are Digital Influencers
      • Traditional Orientation of Hispanic Moms Tests Marketers
      • Marketers Focus on Concerns of Millennial Parents
    • Social Trends Affecting Millennial Parents
      • Shift in Attitudes Toward Marriage Defines Millennial Generation
      • Many Millennials Continue to Live with Their Own Parents
      • Post-Recession Baby Bust May Morph into Next Baby Boom
    • Demographic Profile of Millennial Parents
      • Millennial Moms Far Outnumber Millennial Dads
      • Majority of Older Millennials Are Parents
      • Most Millennial Parents Live with a Partner
      • Many Millennial Moms Are on Their Own
      • Multicultural Moms Increasingly Important Segment
      • Millennial Moms Behind in Educational Attainment
      • Nearly Half of Millennial Moms Work Full-Time
      • Millennial Moms less Affluent than Other Women Their Age
    • The Mindset of Millennial Parents
      • Millennial Parents More Socially Conservative than Others Their Age
      • Consumer Confidence Increases with Parenthood
      • Millennial Moms More Concerned About Conventional Behavior
      • Millennial Parents Look to Digital Media for Social Life
    • Highlights of Consumer Behavior
      • Millennial Moms Share Purchasing Decisions
      • Advertising and Product Placement Succeed with Millennial Moms
      • Millennial Moms Turn to Smartphones Before the Store
      • Sales Attract Millennial Moms
      • Incentive Offers Appeal
      • Online Coupons Attract Millennial Moms
      • Millennial Moms Turn to Smartphones in Stores
      • Millennial Moms Shop Less than Gen-X Moms
      • Credit Card Use Picks Up
    • Marketing to Millennial Parents
      • Millennial Moms Pay More Attention When Watching TV
      • Younger Millennial Moms Still Like Magazines
      • Millennial Moms Less Connected to Online Media than Others Their Age
      • Social Media Matter More to Millennial Mom Consumers
      • Younger Hispanic Moms Look to Their Heritage
      • Hispanic Millennial Moms Less Likely to Prefer English
      • Hispanic Millennial Moms More Traditional than Other Latinas Their Age
      • Younger Hispanic Moms More Engaged with Big-Screen TV
  • Insights and Opportunities
    • Topline Insights
      • Millennials Rewrite the Book on Marriage
      • Millennial Families Different from Previous Generations
      • Millennial Parents Reflect Economic and Cultural Divide
      • Millennial Moms Segmented into "Drifters" and "Planners"
        • Table Key Demographic Differences between 25- to 29-Year-Old Moms and Other 25- to-29-Year-Old Women by Marital Status, 2015
      • Vast Demographic Differences Between Parents and Non-Parents
        • Table Key Demographic and Attitudinal Differences between 25- to 34-Year-Old Moms and Other 25- to 34-Year-Old Women, 2015
    • Marketing Implications
      • Millennial Family Structure Challenges Marketers
      • Single Moms Important
      • Dads Matter Too
      • Millennial Parents Collaborate on Buying Decisions
      • Millennial Parents Depend on Mobile for Brick-and-Mortar Shopping
      • Millennial Moms Are Digital Influencers
      • Traditional Orientation of Hispanic Moms Tests Marketers
      • Marketers Advised to Align with Millennial Parents' Values
      • Marketers Focus on Concerns of Millennial Parents
      • Providing Transparency
      • Getting Real
      • Creating an Authentic Connection
      • Sharing Through Social Media
      • Going All Mobile All the Time
      • Maintaining Tradition
      • Using Humor
  • Social Trends Affecting Millennial Parents
    • Shift in Attitudes Toward Marriage Defines Millennial Generation
      • Table Marital Status of 18- to 34-Year-Olds, 2014
    • Marriage Comes Later as Cohabiting Becomes More Common
      • Table Percent of 18- to 34-Year-Olds Living with Spouse or Partner by Age Group, 2004 vs. 2014
    • Many Millennials Continue to Live with Their Own Parents
      • Table Percent of 25- to 34-Year-Olds Living with Parents or Other Relatives by Age Group, 2004 vs. 2014
    • Millennials Drive Post-Recession Baby Bust
      • Table Births per Thousand 20- to 34-Year-Old Women by Age Group, 2006-2013
    • Millennial Moms Still Responsible for Most Births
      • Table Births in the United States by Age of Mother, 2013 (in thousands)
      • Table 20- to 34-Year-Old Women by Number of Children Ever Born by Age Group, 2014
      • Table 20- to 34-Year-Old Women by Number of Children Ever Born by Age of Mother, 2014
    • Millennials May Be on Verge of Creating Next Baby Boom
  • Demographic Profile of Millennial Parents
    • Overview
      • Millennial Moms Far Outnumber Millennial Dads
        • Table Number of Parents with Co-Resident Children by Age Group and Gender, 2014 (in thousands)
      • Majority of Older Millennials Are Parents
        • Table Percent of 15- to 34-Year-Olds Who Are Parents and Have Co-Resident Children under 18 by Age Group and Type of Living Arrangement, 2014
        • Table Percent of 15- to 34-Year-Old Women Who Are Parents and Have Co-Resident Children under 18 by Age Group and Type of Living Arrangement, 2014
        • Table Percent of 15- to 34-Year-Old Men Who Are Parents and Have Co-Resident Children Under 18 by Age Group and Type of Living Arrangement, 2014
      • Most Millennial Parents Live with a Partner
        • Table Living Arrangements of 15- to 34-Year-Old Parents with Co-Resident Children Under 18 by Age Group, 2014
      • Many Millennial Moms Are on Their Own
        • Table Living Arrangements of 15- to 34-Year-Old Mothers with Co-Resident Children Under 18 by Age Group, 2014
        • Table Living Arrangements of 15- to 34-Year-Old Fathers with Co-Resident Children Under 18 by Age Group, 2014
    • Key Demographic Characteristics of Millennial Parents
      • Multicultural Moms Increasingly Important Segment
        • Table 18- to 34-Year-Old Parents by Race and Hispanic Origin, Age Group and Gender, 2015
      • Millennial Moms Less Likely to Live in Northeast or Urban Areas
        • Table 18- to 34-Year-Old Parents by Region of Residence, Age Group and Gender, 2015
        • Table 18- to 34-Year-Old Parents by Place of Residence, Gender and Age Group, 2015
      • Millennial Moms Behind in Educational Attainment
        • Table 18- to 34-Year-Old Parents by Educational Attainment, Gender and Age Group, 2015
      • Nearly Half of Millennial Moms Work Full-Time
        • Table Employment Status and Future Work Plans of 18- to 34-Year-Old Moms, 2015
        • Table Employment Status of 18- to 34-Year-Old Dads by Age Group, 2015
      • Millennial Moms Less Affluent than Other Women Their Age
        • Table 18- to 34-Year-Olds by Household Income and Age Group, Parents vs. Non-Parents, 2015
      • Homeownership Picks Up Among Older Millennial Parents
        • Table 18- to 34-Year-Olds by Housing Tenure and Age Group, Parents vs. Non-Parents, 2015
  • The Mindset of Millennial Parents
    • Social and Political Values
      • Millennial Parents More Conservative Politically than Others Their Age
        • Table Political Engagement of 18- to- 34-Year-Olds, Parents vs. Non-Parents by Gender, 2015
        • Table Political Engagement of 25- to- 34-Year-Old Parents, 2005 vs. 2015
        • Table Political Engagement of 18- to- 49-Year-Old Parents by Age Group, 2015
      • Social Values Also Trend Conservative
        • Table Selected Social and Political Attitudes of 18- to- 34-Year-Olds, Parents vs. Non-Parents, 2015
        • Table Selected Social and Political Attitudes of 25- to- 34-Year-Old Parents, 2005 vs. 2015
        • Table Selected Social and Political Attitudes of 18- to 49-Year-Old Parents by Age Group, 2015
      • Social Values of Millennial Parents Reflect Broad Demographic Patterns
        • Table Selected Social and Political Attitudes of 18- to 34-Year-Old Parents by Selected Demographic Variable, 2015
    • Balancing Work and Family
      • Many Millennial Parents Espouse Traditional Roles
      • Two-Earner Households Common
      • Most Millennial Moms Are Working Moms
      • Millennial Parents Driven to Succeed
        • Table Attitudes Toward Work and Money of 18- to 49-Year-Old Working Moms by Age Group, 2015
        • Table Attitudes toward Work and Family of 18- to 49-Year-Old Dads by Age Group, 2015
      • Millennial Parents Struggle to Change Traditional Family Roles
      • Millennial Dads Lead Way with Paternity Leave
    • How Millennial Parents View Their Economic Prospects
      • Millennials Exude More Confidence Even in Bad Times
      • Consumer Confidence Increases with Parenthood
        • Table Measures of Consumer Confidence of 18- to- 34-Year-Olds, Parents vs. Non-Parents, 2015
      • Millennial Moms Have More Faith in the Future than Gen-X Moms
    • Social Life and Social Media
      • Millennial Moms More Concerned About Conventional Behavior
        • Table Attitudes Toward Behavior, 18- to- 34-Year-Old Parents vs. Non-Parents, 2015
      • Millennial Moms Are Influencers
        • Table Attitudes Toward Setting Trends and Influencing Others, 18- to- 34-Year-Old Parents vs. Non-Parents, 2015
      • Millennial Parents Look to Digital Media for Social Life
        • Table Use of Social Media,18- to- 34-Year-Old Parents vs. Non-Parents, 2015
  • Highlights of Consumer Behavior
    • The Path to Purchase
      • Millennial Moms Share Purchasing Decisions
        • Table Living Arrangements of 15- to 49-Year-Old Mothers with Co-Resident Children Under 18 by Age Group, 2014
        • Table Percent of Purchasing Decisions Made Jointly with Spouse/Partner by 18- to 49-Year-Old Moms by Age Group and Category of Purchase, 2015 (percent of those making purchase in category in last 12 months)
      • Advertising Succeeds with Millennial Moms
      • Product Placement Succeeds
      • Millennial Moms More Receptive to Smartphone Ads
      • Millennial Moms Turn to Smartphones Before the Store
        • Table Use of Mobile/Handheld Devices to Prepare for Shopping Trips in Last 30 Days by 18- to 49-Year Old Moms by Age Group, 2015
      • In-Store Merchandising Activities Less Likely to Work with Millennial Moms
        • Table In-Store Merchandising Activities Referred to by 18- to 49-Year-Old Moms by Age Group, 2015
    • Shopping Patterns
      • Sales Disproportionately Attract Millennial Moms
        • Table Price Sensitivity of 18- to 49-Year-Old Moms by Age Group, 2015
      • Incentive Offers Appeal to Millennial Moms
        • Table Use of Incentive Offers by 18- to 49-Year-Old Moms by Age Group, 2015
      • Millennial Moms Drawn to Online Coupons
        • Table Use of Online Coupons by 18- to 49-Year-Old Moms by Age Group, 2015
        • Table Use of Coupons by 18- to 49-Year-Old Moms by Age Group, 2015
      • Millennial Moms Less Interested than Gen-X Moms in Loyalty Cards
      • Millennial Moms Turn to Smartphones in Stores
        • Table Attitudes of 18- to 49-Year-Old Moms toward Use of the Internet and Cellphones as In-Store Shopping Tools by Age Group, 2015
      • Millennial Moms Shop Less than Gen-X Moms
        • Table Brick-and-Mortar Shopping by 18- to 49-Year-Old Moms by Retail Category and Age Group, 2015
        • Table Frequency of Online Shopping by 18- to 49-Year-Old Moms by Age Group, 2015
      • Credit Card Use Picks Up
        • Table Payment Methods of 18- to 49-Year-Old Moms by Age Group, 2015
  • Media Usage and Marketing
    • Highlights of Media Usage
      • Millennial Moms Pay More Attention When Watching TV
        • Table Activities of 18- to 49-Year Old Moms While Watching TV, 2015
      • Younger Millennial Moms Still Like Magazines
        • Table Attitudes of 18- to 49-Year Old Moms Toward Magazines, 2015
      • Millennial Moms Less Connected to Online Media than Others Their Age
        • Table Use of Online Media by 18- to 49-Year Old Moms in Last 30 Days by Age Group, 2015
      • Smartphones and Tablets Key Media Platforms
        • Table Media Usage of Mobile/Handheld Device in Last 30 Days by 18- to 49-Year Old Moms by Type of Media and Age Group, 2015
      • Social Media Matter More to Millennial Moms
        • Table Impact of Social Media on 18- to 49-Year-Old Moms by Age Group, 2015
    • Marketing to Hispanic Millennial Moms
      • Younger Hispanic Moms Look to Their Heritage
        • Table Nativity and Cultural Identification of Hispanic Moms by Age Group, 2015
      • Hispanic Millennial Moms Less Likely to Prefer English
        • Table Percent of Hispanic Moms Preferring English Language by Age Group, 2015
      • Hispanic Millennial Moms More Traditional than Other Latinas Their Age
        • Table Measures of Acculturation of Hispanic Moms by Age Group, 2015
      • Younger Hispanic Moms More Engaged with Big-Screen TV
    • Marketing Approaches
      • Fisher-Price Goes Digital to Target Millennial Moms
      • Fisher-Price Invites Moms to "Make Your Baby Royal"
    • Nestlé Partners with BabyCenter to Reach Latina Millennial Moms
    • Procter & Gamble Caters to Millennial Parents
    • Chuck E. Cheese Looks to Millennial Moms
    • Vicks Unveils Thermometer for Millennial Moms
    • Barbie Targets Young Parents with New Campaign
    • Juicy Juice Makeover Designed to Please Moms
    • Aflac Looks to Expand Reach with Millennial Moms

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