2014 millennial mum report - babycenter brand labs · 2019-08-08 · parents you know in real life...
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Email bcsolutions@babycentre.co.uk for the full report
2014 Millennial Mum Report
This year in the UK
614,000 babies will be born to
Millennials
Source: Office of National Statistics, 2012; "Birth Summary Tables, 2012"
96%
82%
Being a good parent Having a successful marriage
Millennial Mums
Good Parenting More Important to Millennial Mums than Marriage
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014 Office of National Statistics, 2013.
% describing each as one of the most important
things in their life
Fast Facts
34% of
Millennial Mums
are living with a
partner…
24% higher
than Gen X Mums
+15%
Millennial Mum is Comfortable Considering a Bigger Family
6%
47%
32%
15% 14%
49%
22%
16%
One Two Three or more Not sure
Millennial Mums Gen X Mums
Q: How many children, in total, do you plan to have?
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
+45% -57%
Fast Facts
23% more likely to
live with
extended family
than Gen X
92% say Dad is
somewhat or
very involved;
60% say he is
very involved
Millennial Mums are Working Hard
64%
41%
16%
45%
21%
59%
37%
14%
52%
23%
Protective Aspirational Strict Enabling Democratic
Millennial Mums Gen X Mums
Q: Which words best describe your parenting style?
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
-11% -14% +13% +9% +18%
Fast Facts
3 in 4 say it’s ok for
their children to
get frustrated
when trying
new things, so
they learn
independence
Millennial Mums Spend More Time Digitally Compared to Gen X Mums
Q: In a typical day, how many hours do you
spend with the following media?
2.4 2.2
0.3 0.2
0.78 0.95
1.28 1.61 0.36 0.31
2.07 1.34
0.96 0.91
Millennial Mums Gen X Mums
8.1 hrs.
Online on tablet
Online on smartphone
Streaming to TV
Radio
TV
7.4 hrs.
Online on PC/laptop
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
57% of her media day
is digital
+54% more time on her
smartphone than
Gen X
Time
Online on smartphone
and tablet exceeds
PC/laptop
Fast Facts
72%
18%
82%
51%
86%
70%
Smartphone Tablet
Millennial Mums
2012 2013 2014
Millennial Mums Are Mobile Mums
Q: Do you have any of these devices or services?
Source: BabyCentre 21st Century Mum® Insights Series, Mobile Mum 2011, Mobile Mum 2013, Millennial Mum Report, April 2014 *Among mums age 18-34
Today, Millennial
Mums are less likely
to own these devices
than Gen X Mums:
10% less likely to
own a desktop PC
15% less likely to
own a laptop PC
17% less likely to
own a landline phone
Fast Facts
+37% +5%
Percent growth,
2013 to 2014
It’s Her “Do Everything” Platform
Q: How often do you use your mobile phone or tablet for these
activities? (weekly or more often)
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
96%
77%
63%
50%
35%
86%
73%
50%
41%
29%
Social media Searched forparenting advice
Listen to music Looked up a recipe Watch onlinevideos/movies
Millennial Mums GenX Mums
+11% +21% +20% +25%
Millennial Mums are Mobile Shoppers
Q: What have you purchased through your smartphone?
82%
66%
57% 55%
82%
56%
50% 48%
Clothing or shoes Travel Food/Groceries Children’s products (bottles, etc.)
Millennial Mum Gen X Mum
Sources: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
Cisco 2012 Connected World Technology Report
+17% +13% +15%
Fast Facts
50% made a purchase
on their phone in
the past week
(+7% higher than
Gen X)
Social Continues to be Important for Mums Q: Do you use the following social media regularly?
95%
65%
40%
28% 25%
16%
96%
55%
32%
13%
26%
12%
Facebook YouTube Google+ Instagram Twitter Pinterest
+122% +31%
Millennial Mums
Gen X Mums
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
+22% +18%
Fast Facts
73% of Millennials use
Facebook to keep
up to date with
news and current
events
64% say social media
helps them feel
closer to their
friends and family
Winning
with
Millennial
Mums
Millennial Mums Need to Fill the Gap
52% Say online mother’s groups give her a
sense of community and support
33% More likely than Gen X Mums to seek out
other mother’s experiences online
“I get most of my parenting info online - I'm always on
the internet asking questions using Google or on
mum forums.” -Kiki
Sources: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
She is Looking for Advice and Support
70% 70%
55% 51%
63% 61%
45%
40%
Friends/family/otherparents you know in
real life
Expert advice onparenting websites
Other parents onparenting social
media
Parenting/Baby Apps
+15% +22% +27%
Millennial Mums
Gen X Mums
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
Q: How often do you use the following for parenting-related information?
(weekly or more often)
+12% Fast Facts
52% of Millennial
Mums say online
mother’s groups
give them a
sense of
community and
support
Let’s hear from Millennial Mums
She’s Also Looking for Solutions That Fit Her Life Q: How important are these characteristics of brands?
(% selected very important)
88%
74%
57%
51%
42%
Products are proven to be safe for children
Good value
Products that simplify my life
Matches my lifestyle/personality
Products use natural/wholesome ingredients
Millennial Mums
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
She Has Different Brand Needs than Gen X Q: How important are these characteristics of brands?
(% selected very important)
62%
36%
42%
31%
38%
6%
39%
3%
47%
41%
41%
30%
19%
16%
17%
12%
Understands what matters to me as a
parent
Shares my values
Understands Me
Recommended by other parents
Recommended by experts
Recommendations
Socially responsible, gives back to the community
Supports organizations that are important to me
Gives Back
Real time customer service
Have a strong social media presence
Customer Relations
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
Millennial Mums Gen X Mums
Mobile is Her Shopping Resource
58%
39%
34%
26%
23%
15%
Millennial Mums
Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014
Q: Which of the following have you done using your mobile device?
Used a mobile coupon
Searched for products to comparison
shop while I was in a store
Used a retailer specific app
Texted or emailed a photo of a product
to someone else
Scanned a product code
Posted to a social media site about
your purchases
Fast Facts
Millennials are
82% more
likely to scan
product codes
and
47% more
likely to post on
social sites about
purchases, than
Gen X
Questions? We’d love to hear from you.
Email bcsolutions@babycentre.co.uk
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