Market Overview

Latest Report on Marketing to Moms in US 2014 Trend, Size, Growth and Research Share

Latest Report on Marketing to Moms in US 2014 Trend, Size, Growth and Research Share

Most up-to-date research on "Marketing to Moms - US - September 2014" to its huge collection of research reports.

The modern mom utilizes an assortment of tools and resources to research products and make purchases; most prominent among them is her smartphone, but her arsenal also includes social media, family and friends, and experts. As the Millennial generation settles into its prime childbearing years, brands must keep tabs on the shifting preferences and attitudes of this generation to effectively target the modern mom.

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Table of Content

Scope and Themes

What you need to know
Data sources
Consumer survey data
Direct marketing creative
Abbreviations and terms

Executive Summary

US moms
Moms’ buying power
Working moms
Marketing strategies
The consumer
Social media use
Figure 1: Moms’ social media use – social use, May 2014
Qualities of a “good mother”
Figure 2: Very/somewhat important qualities of a “good mother,” May 2014
Attitudes toward parenting and discipline
Figure 3: Moms’ attitudes toward strictness and discipline, by generations, May 2014
Perceived trustworthiness of information sources
Figure 4: Perceived trustworthiness of information sources, May 2014
Brand loyalty and purchase influencers
Figure 5: Brand loyalty in food and drink purchases, net: “always” or “usually” buy same brand, May 2014
Figure 6: Brand loyalty in non-food and drink purchases, net: “always” or “usually” buy same brand, May 2014
What we think

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Issues and Insights

Hours spent on leisure, household duties unequal between moms, dads
The issues:
Figure 7: Average number of hours spent per week on paid work, housework, and childcare, moms versus dads, 1965 versus 2011
Figure 8: Average number of hours spent per day on housework, childcare, and leisure, weekday versus weekend day, moms versus dads, 2003-12
The implications:
Pressure to be a “super mom”
The issues:
The implications:
The majority of moms are not brand loyal
The issues:
The implications:

Trend Application

Trend: Slow It All Down
Trend: The Real Thing
Trend: Help Me Help Myself

Birthrate and Trends

Key points
US fertility rate hits new record low in 2013
Figure 9: Annual births and fertility rate, 2003-13*
Figure 10: Population by age, 2009-19
Non-Hispanic White mothers account for majority of births, have lowest fertility rate
Figure 11: Births, by race and Hispanic origin of mother, 2003-13*
Figure 12: Fertility rate, by race and Hispanic origin, 2003-13*
More than three quarters of births to women aged 20-34
Figure 13: Distribution of births, by age of mother, 2013
Teen birthrate continues to decline

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