M2Moms Fast Facts

Fast Facts

Explore the State of Mom

The State of Mom continually changes:

  • The US Census estimates that there are 82.5 million mothers of all ages in the US, from Baby Boomer "soccer moms" to the Gen X and Echo Boom "iMom."
  • The Moms market is continually self-renewing; approximately 4 million babies are born each year, 40% are to first-time mothers.
  • The population of US moms with children under age 18 in the household was 35.7 million in 2012.

Source: eMarketer, 2013


  • Not all moms are created equally. Many demographic factors impact the moms market, including a trend towards delayed childbirth, shifts in household composition, labor force participation, and a more ethnically diverse population.

Millennials By The Numbers

  • $200 Billion = Spending power of the over 105 million-strong millennial market. Represents the first generation to outsize the influential-but-aging Baby Boomers.
  • Millennials spend a huge amount of their lives – 25 hours a week on average – online:
    • 59% on smartphones
    • 35% on tablets
    • 70% on laptops
  • 91% of Millennials are regular internet users.

Source: Forrester Research, 2013

Moms and Loyalty Rewards

  • 81% of Moms are more likely to engage if they earn points towards rewards.
  • When rewarded, moms will tell you more about themselves:
    • 36% will provide more information about themselves including purchasing behavior
    • 73% will answer polls or surveys
  • When rewarded:
    • 92% of Moms will buy more of their favorite products
    • 50% will visit a brand’s Facebook page and 44% will “Like” content
    • 59% will buy other products a brand offers
    • 45% will switch from a competitor’s product
    • 40% will post a review
    • 26% will pin from a brand’s site to Pinterest
    • 25% will Tweet/Retweet content

Source: PunchTab, 2013

Moms & Dads*

  • Moms are more likely than dads to take off from work to care for a sick child (62% vs. 47%).
  • More moms than dads believe their families would find it difficult to manage everyday activities if they became sick (84% vs. 63%).
  • More moms than dads are relied on to be in charge of their family’s healthcare related decisions (90% vs. 64%).

*Source: TNS Global, 2011

Moms in the Workforce

  • 71% of mothers with older children (6 to 17 years of age, none younger) participate in the workforce.

Source: Current Population Survey, Bureau of Census for the Bureau of Labor Statistics

  • 72% of women earn 50% to 100% of the family household income.

Source: iVillage 'Take Charge of Your Career Week' Survey, 2013

Modern Moms vs. the General Population

  • 34% of American households are home to kids under 18, but are responsible for half of all purchases of cereal, juice, fresh meat and prepared foods.
  • Moms in these households are 19% more likely than the general population to engage in social networking, become a fan of or follow a brand (31% more likely), become a fan or follow a celebrity (24% more likely), and comment on others postings (27% more likely).
  • Moms account for one-fourth of all video streams occuring on social networks, and are also more likely to post their own content.
  • Moms make up more than one-fifth of online video viewers and spent an average of 258 minutes viewing online video in March 2011. Compared to overall usage in the US, Moms spent 25% more time, about 52 minutes longer on average, viewing online video from Home PCs.
  • In broadcast primetime, ad recall levels are 8% lower among moms 25-54 than non-moms of the same age and the general population. A heavy focus on products/services tends to reduce ad effectiveness among moms.

Source: Neilsen Company Study, May 2011

Moms & Social Media

  • 74% of Moms have purchased products as a result of promotion mention in a blog.
  • 65% of Moms learn about a product of service through social media.
  • 66% view social networks as a source of information.
  • 64% of Moms read online reviews before making a purchase.
  • 56% follow up on product recommendations received on social sites to learn more.

Source: PunchTab, 2013

New and expectant moms, as part of the demographic segment of “women in transition,”

  • Are more likely to be a member of social networks.
  • Have 43% more friends on social sites.
  • Are more likely to recommend brand and pass along coupons.

Source: Oxygen/NBC Universal Research, Fall 2010

  • U.S. moms spend an average of $822 on gadgetry each year and account for more than half of their household’s total consumer-electronics spending.
  • Moms who post information online about electronics tend to be affluent and interested in technology. Half are early adapters, and one in three has a household income of $75,000 or more.
  • Moms favor social media sites including blogs, message boards and product fan pages to research products and get firsthand product reviews and recommendations.
  • A third of moms queried said they have posted reviews, opinions or experience about electronics products and retailers in the past year, compared to just a quarter of all women online.
  • 84% of moms visit social media sites like Facebook, versus 74% of all adults.
  • 65% visit social video sites like YouTube versus 56% of adults. A little under half visit product review sites versus 38% of adults. The biggest gap was 44% of moms who visit blogs versus 33% of adults.

Source: Consumer Electronics Assoc., Influencing CE Purchases, December 2010

Word-of-Mouth Has The Greatest Effect on Moms

  • Moms trust what they read online, and that’s their first stop.
  • 84% of Moms go online when looking for product/brand recommendations.

Source: PunchTab, 2013

  • 63% believe word-of-mouth received is credible.
  • 56% are likely to pass along to others.
  • 55% are more likely to purchase suggested product.
  • 39% are likely to seek out information.

Source: Keller Fay study, September 2010

Cause Marketing Wins with Moms:

  • 95% find cause marketing acceptable.
  • 92% want to buy a product supporting a cause.
  • 93% are likely to switch brands.
  • 61% of purchased more cause-related products in the past year.

Source: Cone Cause Evolution Study, 2010

Women and Sports

  • Super Bowl survey: 44% of women say they prefer ads to any other aspect of the game.

Source: Lab42 Research study, 2013

  • Of the NFL's 185 million fans, 45% are women.
  • Half of all NFL fans classify themselves as "avid", and one-third of those fans are women.
  • Slightly more women than men classify themselves as "casual" fans of the NFL.
  • Sales of women's NFL apparel have tripled in the last four years.
  • Source: Businessweek, September 2013

    Women and Health & Beauty

    • The average black woman spends 3 times as much on beauty products compared with the average woman.

    Source: Procter & Gamble Co., P&G/Essence poll

    • Women account for 93% OTC pharmaceutical purchases

    Source: Tom Peters, in the forward to Marketing to Women, by Marti Barletta

    Women and Home Improvement

    • Women initiate 80% of home improvement purchases, and do most of their pre-purchase research online rather than in-store.

    Source: Chicago Sun Times, June 2013

    Moms, Kids and the Internet

    In a survey conducted of nearly 1,000 moms of kids aged 8 to 13 years about their children's online behavior and why they worry about their actions online:

    • Moms worry that their children may be exposed to inappropriate content and "stranger danger."
    • 61% Moms worry about their child unknowingly posting personal information
    • 40% fear their child might post information online that can never be removed or deleted
    • 30% worry their kids might lie about their age
    • 23% fear their child may be involved in cyber-bulling behavior
    • 55% of Moms feel acutely aware that colleges search online for background information when kids apply to college. Awareness shifts closer to 60% as kids enter junior high/high school
    • Most children who spend time on social networking or gaming sites do not play unsupervised. Nearly 70% of Moms retain control of where and when their 8-13-year-old children play.

    Source: Mom Central Consulting, 2010

    Moms, Kids and TV

    In a survey conducted of over 400 moms who have children under the age of 12:

    • 75% of respondents indicated they watch certain shows with their children.
    • 50% of respondents indicated that they're likely also doing other things while watching television with their children. (They're watching, but they're not likely to be engaged.)
    • Women with very small children indicated that it was "impossible for anyone to watch anything in the house when the kids are up" and women with older children experienced phases of "family TV viewing" where they watched shows targeted to their kids' age group between ages 4-7.
    • The respondents indicated that ultimately they can only truly engage in what's on the television when their children aren't present.
    • 81% stated that they have "their shows" that they watch during what they deem to be their "me time."
    • Women are also prone to "time-shift" their preferred programming by DVRing their favorite shows or visiting On Demand, network websites and Hulu.com to re-watch shows or catch episodes they've missed.

    Source: Brunner Advertising Survey, 2010

    Moms' Beliefs

    • While 89% of Moms say failure is healthy for their child, 40% would use a magic wand to keep their child from failing.
    • Worries about safety extend well beyond the playground and backyard, and 47% of Moms indicated they spy on their children's electronic accounts (mobile texting, email, Facebook) to make sure everything is okay.
    • One out of every four Moms states she needs to be involved in everything her child does. Among Moms of older, college-bound or college-age kids, 48% feel anxious about their children making decisions on their own and 27% worry that their child will not make the right decisions unless Mom is there to help every step of the way. This involvement continues well into the college years with 33% of Moms helping college-age kids pick their classes.

    Source: Mom Central Consulting, December 2009 report

    Moms are Online!

    • 89% of household moms use the Internet at least twice a day.
    • 86% rely on search engines to find Web information.
    • 70% use search engines to research an online purchase.
    • 57% use Google, Yahoo and other search engines study up on offline buys.
    • 64% use search engines to locate brick-and-mortar stores for their shopping.
    • 72% use search engines to compare CPG prices at different outlets.
    • 71% reported using online search to turn up product information.
    • 71% searched to find retail locations.

    Source: Searcher Moms: A Search Behavior and User Study, DoubleClick, 2007

    Moms spend more than their share!

    Moms are 44% of the women's market, but they account for:

    • 55% of spending on consumer electronics.
    • 51% of spending on food.
    • 49% of spending on health & beauty aids.
    • 48% of spending on home furnishings.
    • 47% of spending on clothing.

    Source: MRI Fall 2004

    Working Mothers

    • According to the U.S. Department of Labor, 72 % of mothers with children under 18 are in the workforce.
    • In 2001, women held almost half of all high paying 'executive, administrative and managerial occupations.
    • Each day, more than 25 millions mothers work, in addition to performing their duties as a mother, wife or homemaker.

    Moms and Advertising

    • Only 20 % of mothers said that advertisers were doing a good job connecting with mothers. Another 70 % said that marketers are not focused on moms in their advertising and 30 % said that they see ads that offend them.
    • On average, even the busiest moms say they read 4.1 magazines a month, with at least two on these titles delivered to their mailboxes.
    • We asked moms if they would rather get information from a celebrity mom or an experienced mom like themselves. 67 % said they would more likely turn to a peer mom.

    Trillion Dollar Moms" by Maria T. Bailey & Bonnie Worthy Ulman

    The Power of Face-To-Face

    • 95% of executives agreed that in-person meetings are both key-to successful long-term relationships and to building relationships.
    • 89% of executives agreed that face-to-face meetings are essential to “sealing the deal”.

    Source: Women-Drivers.com, 2010

    • 86% of attendees use face-to-face at conferences to become aware of new products, evaluate vendors for future purchase, and/or narrow their choices to preferred vendors.
    • 53% of attendees plan to buy one or more products of services as a result of what they saw at a conference.

    Source: Center for Exhibition Industry Research, 2003

    • 8 out of 10 executives prefer face-to-face meetings over virtual, citing the ability to build stronger, more meaningful relationships (85%), the ability to “read” another person (77%), and greater social interaction (74%) as key benefits.

    Source: Forbes Insights, 2009

    • Businesses experience on average $12.50 in increased revenue and $3.80 in new profits for every dollar invested in business travel.
    • Executives cited conference and trade show participation returns ranging from $4.00 to $5.99 per dollar invested.

    Source: Oxford Economics, 2009

    • 45% of attendees develop an emotional connection with a brand after interacting with it at a conference.

    Source: Exhibit Surveys, 2007

    • 63% of sales and marketing managers agree or strongly agree that conferences assist in gaining/retaining market share.

    Source: Center for Exhibition Industry Research, 2009

    The Power of Attendees

    • 77% of qualified attendees at conferences represent new customers.

    Source: Center for Exhibition Industry Research, 2008

    • 50%: The percentage of visitors who come to conferences with buying plans for products and services.

    Source: Center for Exhibition Industry Research, 2007

    • On average, 30% of conference and trade show attendees are top management personnel (vice president, director or above). At M2W®, the average is 70%.

    Source: Center for Exhibition Industry Research, 2003 and PME Enterprises LLC, 2011

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