Marketing to Moms - US - February 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
EXECUTIVE SUMMARY
The demographics of motherhood
How many moms
Who are the moms
Moms and their families
Working moms inside and outside the home
What makes a good mom
Moms and family activities
Moms, food and nutrition
Moms and shopping
Influences on moms’ purchase decisions
Moms and social networking
Moms and technology
Moms apart from their families
INSIGHTS AND OPPORTUNITIES
Kid nutrition, ever a central issue for moms, attracting greater attention
Government, retailers, manufacturers wrestling with the issue
Moms more focused on nutrition, a key good-mom trait
The real power of kid nutrition is the ways it links to other issues important to moms
INSPIRE INSIGHTS
Inspire trend: Resilience
Chief resilience officer
Trend Observation: iPhone Moms
HOW MANY MOMS
Key points
Women of childbearing age
Figure 1: U.S. female population, by age, 2005-15
Fertility rate, births start to dip in recession
Figure 2: Fertility rate and births, 2002-09
Current projections show steady, slow growth
Figure 3: U.S. population estimates and projections of children aged five and under, 2005-15
WHO ARE THE MOMS?
Key points
First-time moms
Figure 4: Age at first birth, by race/Hispanic origin, 2006
Figure 5: Households with children, by race and Hispanic origin of householder, 2009
The mean age of moms has crept up, but only slowly
Figure 6: Mean age of mothers, 2000-06
Figure 7: Fertility rates and birth rates, by age of mother, 2001-07
MOMS AND THEIR FAMILIES
Key points
Families with kids making up smaller percentage of total households
Figure 8: households, by presence of children under age 18, 1999-2009
Seven in 10 kids live with two parents
Figure 9: Married couples with kids, by age of householder, 2009
Single-mom households financially challenged
Figure 10: Single-mother family groups with children under 18, by marital status, 2009
Grandmothers can be moms too
Lesbian and gay parents
WORKING MOMS, INSIDE AND OUTSIDE THE HOME
Key points
Most moms work
Figure 11: Labor force participation rate of women, by age of youngest child, 2001-08
Family takes precedence, but more working moms achieve balance
Feel stressed? I don’t have the time…
More working moms work in the home
Figure 12: Work outside or inside the home? by age, November 2009
Relatively few traditional stay-at-home married moms
Figure 13: Parents and children in stay-at-home parent family groups, 2004-09
Dual incomes give married couples more spending power
Figure 14: Household income, distribution by household type and presence of children, 2009
WHAT MAKES A GOOD MOM?
Key points
A good mom focuses on the safety, emotional health, and nutrition of her kids
Many other areas, while important, are secondary
Suave makes hair care mom-friendly
Views consistent across age groups
Figure 15: Traits that define a good mother, rated very important, by age, November 2009
Some differences across household income levels
Figure 16: Traits that define a good mother, rated very important, by household income, November 2009
Moms of younger kids place particular importance on good nutrition
Figure 17: Traits that define a good mother, rated very important, by age of kids, November 2009
MOMS AND FAMILY ACTIVITIES
Key points
Moms spending more time with kids at healthy and educational activities
Kids’ museums get a boost from the recession
Nintendo’s Wii motivates more moms to play video games with their kids
Figure 18: Activities with kids, by age, November 2009
Growing interest in health and education extends across income levels
Figure 19: Activities with kids, by household income, November 2009
Activity planning heaviest among moms of younger kids
Figure 20: Activities with kids, by age of kids, November 2009
MOMS, FOOD AND NUTRITION
Key points
More home cooking, less takeout
Substantial benefits to getting the family together at the dinner table
Barilla pasta strives to enhance the home meal experience
Figure 21: Dining and meal-prep behaviors, by household income, November 2009
Moms report paying more attention to nutrition labeling
Looking for local and organic more common among high-income moms
Figure 22: Locally-sourced and organic food behaviors, by household income, November 2009
MOMS AND SHOPPING
Key points
Moms tighten the purse strings
Figure 23: Shopping activities moms are doing more of this year, May-June 2009
Coupon clipping – and hunting – on the rise
Figure 24: shopping behaviors, by age, November 2009
Budgeting mindset prevalent at all income levels
Figure 25: shopping behaviors, by household income, November 2009
INFLUENCES ON MOMS’ PURCHASE DECISIONS
Key points
Familiarity, word-of-mouth drives purchase decisions
Figure 26: Factors that influence decisions to purchase items/services for child(ren), by age, November 2009
Figure 27: Factors that influence decisions to purchase items/services for child(ren), by household income, November 2009
New moms more likely to consult their networks
Figure 28: Factors that influence decisions to purchase items/services for child(ren), by age of kids, November 2009
MOMS AND SOCIAL NETWORKING
Key points
Moms ever more connected
More moms connecting more frequently
Moms of all ages connect
Mom blogs remain powerful as new forms of mom networking take shape
Moms view social networks as social, but corporate presence is on the rise
Marketing role of social media still being defined
Figure 29: Traditional and social media behaviors, by age, November 2009
Figure 30: Traditional and social media behaviors, by household income, November 2009
MOMS AND TECHNOLOGY
Key points
Moms embracing technology to help get the job done
Older moms a little less likely to use technology
Figure 31: Ownership of tech products, by age, November 2009
Figure 32: Interest in tech products among non-owners, very/somewhat interested, by age, November 2009
Lower-income moms less likely to own some tech devices
Figure 33: Ownership of tech products, by household income, November 2009
MOMS APART FROM THEIR FAMILIES
Moms, not their own top priority, have little time for themselves
Figure 34: Time spent apart from child/children - not doing work or chores, by age, November 2009
CUSTOM CONSUMER GROUPS
Employment status and place of work
What makes a good mom?
Figure 35: Traits that define a good mother, rated very important, by employment status and place of employment, November 2009
Moms and family activities
Figure 36: Activities with kids, by employment status and place of employment, November 2009
Moms and food
Figure 37: Dining and meal-prep behaviors, by employment status and place of employment, November 2009
Moms and shopping
Figure 38: Shopping behaviors, by employment status and place of employment, November 2009
Purchase influences
Figure 39: Factors that influence decisions to purchase items/services for child(ren), by employment status and place of employment, November 2009
Figure 40: Traditional and social media behaviors, by employment status and place of employment, November 2009
CLUSTER ANALYSIS
Family Engineers
Chill Moms
Networkers
Cluster characteristics
Figure 41: Marketing to moms clusters, November 2009
Figure 42: Incidence of childcare, by marketing to moms clusters, November 2009
Figure 43: Traits that define a good mother, by marketing to moms clusters, November 2009
Figure 44: Factors that influence decisions to purchase items/services for child(ren), by marketing to moms clusters, November 2009
Figure 45: Ownership of tech products, by marketing to moms clusters, November 2009
Cluster demographics
Figure 46: Marketing to moms clusters, by age group, November 2009
Figure 47: Marketing to moms clusters, by household income, November 2009
Cluster methodology
APPENDIX: OTHER USEFUL CONSUMER TABLES
Figure 48: Dining and meal-prep behaviors, by age, November 2009
Figure 49: Dining and meal-prep behaviors, by age of kids, November 2009
Figure 50: Locally-sourced and organic food behaviors, by age, November 2009
Figure 51: Locally-sourced and organic food behaviors, by age of kids, November 2009
Figure 52: Shopping behaviors, by age of kids, November 2009
Figure 53: Traditional and social media behaviors, by age of kids, November 2009
Figure 54: Ownership of tech products, by age of kids, November 2009
Figure 55: Interest in tech products among non-owners, very/somewhat interested, by age of kids, November 2009
Figure 56: Interest in tech products among non-owners, very/somewhat interested, by household income, November 2009
Figure 57: Time spent apart from child/children, by household income, November 2009
Figure 58: Time spent apart from child/children (other than work and chores), by age of kids, November 2009
APPENDIX: TRADE ASSOCIATIONS