|
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 |
|
|
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. |
|
| 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 |
|
The
following statistics were sourced from Trillion
Dollar Moms by Maria T. Bailey & Bonnie Worthy
Ulman:
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. |
|
| Moms
Online |
|
80% of moms tell us they go
online to do their consumer research. |
|
|
A study
commissioned by the Walt Disney Group's Disney Online,
conducted by C&R Research, reports that there are
31 million moms online. |
|
|
A recent Gallop poll reported
that in the U.S. there are an estimated 21.2 million
Web-surfing mothers . |
|
|
Moms are not
only surfing the Web and spending money, they are
also spending more time on the Internet than they
are watching television. Research shows that 88%
of moms said they rely on the Web for parental guidance,
advice, and ideas for raising their children. 86%
said they made an online purchase, while 85% said
they clicked on an online ad, and 95% said they
are online at least once a day. |
|
|
A 2004 study
conducted by Opinion Research Corporation for America
Online found that 67% of moms use the Internet for
product research. |
