understanding the modern mom
DESCRIPTION
A quick presentation loaded with recent stats that looks at who Mom is today. Given at the Luckie & Company sponsored Marketing To The Modern Mom conference in Birmingham on October 8TRANSCRIPT
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The origin of modern mom
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GENERATIONAL SNAPSHOT
Gen Y
1979-1999
10-30 years old
84 million
Optimistic
Complexity
Self-confidence
Generation X
1965-1978
31-44 years old
55 million
Entrepreneurial
Work/family balance
Self-reliance
Baby Boomers
1946-1964
45-63 years old
78 million
Individuality
Idealists
Self-fulfillment
Everyday, 10,000
Boomers turn 55
For the next four years,
10,500 will turn 21 everyday
Currently the dominant
family rearing generation
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THREE GENERATIONS OF MOMS
Gen Y
18-30 years old
Role to be defined
Help from Mom
What’s best
Want kids to fit in
Generation X
31-44 years old
Partner role
Independent
My terms
Want happy kids
Baby Boomers
45-55 years old
Authoritative role
Team effort
Follow the pack
Want successful kids
Children growing up and
moving out. Embracing
Empty Nester role and
grandparenthood
Starting to become moms.
Will likely create largest
baby boom in U.S. history
Are in peak child bearing
years and continue to
grow their families
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ROUGHLY BREAK DOWN AS
24.7 million Gen X moms13 million Gen Y moms9.7 million Boomer moms
Source: Mediamark Research – Spring 2008
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These moms represent 73.6 million children under 18 years old
• 24.5 million 0-5 year olds• 23.9 million 6-11 year olds• 25.2 million 12-17 year olds
Source: Mediamark Research – Spring 2008
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67% of kids under 18 live with two married parents
Source: Childstats.gov – 2008
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BUT HOLD ON …
The Gen Y Mommy Tsunami is coming
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First Gen Yers just now reaching their 30s and already over 13 million are moms
Source: Mediamark Research – Spring 2008
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2006 was the first time in 25 years that the mean age for a mother to give birth fell
Source: National Center For Health Statistics
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4,317,119 births in 2007 was the highest year total ever recorded in the U.S.
Source: CDC National Vital Statistics Report – March 2009
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2,742,604 born to Gen Y moms1,567,166 born to Gen X moms
7,349 born to Boomer moms
Source: CDC National Vital Statistics Report – March 2009
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Around 11,000 women a day give birth
Source: U.S. Census Bureau
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And of those, roughly 40% are first time moms
Source: American Community Survey 2007
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iVillage generally credited with coining the term “momtourage”
Many of which depend on their Momtourage
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With 84 million members, of which roughly half are female, Gen Y is mathematically
destined to dominate motherhood for the next couple of decades
Source: U.S. Census Bureau
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It’s no secret that moms lead a pretty busy life
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MOM ROLES
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NOT SURPRISINGLY …
70% of Americans say moms today have it tougher than their counterparts 20 or 30 years ago
Source: Pew Research Center – May 2007 Motherhood Today study
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CHIEF PROCUREMENT OFFICER
• Control nearly 80% of all household spending
• Which equates to a little over $2 trillion per year
Source: Maria Bailet, BMS Media Group
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CHIEF NUTRITION OFFICER
• Responsible for feeding 141 million individuals
• Individually prepare 290 dinner meals annually, which, collectively amounts to 10.2 billion dinners
Source: NPD “What’s on the minds of moms” study – June 1009
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While it’s easy to classify moms generationally, reality says …
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MOM TRIBES
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Digital Moms
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34 million U.S. moms with children under 18
go online at least once per month
Source: eMarketer – May 2009
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“Women with children highly value social media, mobile and other digital technologies as a convenient means to stay connected, seek advice and information, shop and learn about products, meet others like themselves, and simplify the many dimensions of their lives.”
Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009
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WHAT MOMS ARE DOING ONLINEC
TECHNOLOGIES USED IN THE PAST THREE MONTHS
11%
21%
29%
33%
36%
51%
52%
55%
65%
74%
95%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Podcasts (Audio or Video)
RSS Feeds
Blogs
Consumer Reviews
Online Video
News Sites
Gaming (online or console)
Instant Messaging
Social Network Sites
Search Engines
Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009
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WHAT ARE MOMS DOING ONLINEC
CATEGORIES RESEARCHED, SOUGHT ADVICE OR PURCHASED IN THE PAST THREE MONTHS
2%
12%
14%
14%
18%
20%
21%
21%
22%
26%
31%
40%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Brokerage Services
Cars
Telecommunications
Homegoods/Appliances/Furniture
Health/Fitness
Medication/Medical Condition
Travel
Electronics/Computers
Banking Services
Baby/Parenting
Food/Cooking
Clothing/Fashion Accessories
Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009
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Moms more likely to be socially networked than the average adult
Moms Average AdultFacebook 60.3%50.2%MySpace 42.4 34.4Twitter 16.5 15.0
Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009
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15.3% of moms maintain their own blog
Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009
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DIGITAL MOMS ON KIDS
Boomers = keeping up with kids
Gen Xers = showing off kids
Gen Y = getting/giving advice on kids
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Tools Of The Modern Mom
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TOOLS OF THE MODERN MOM
OLD NEW
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TOOLS OF THE MODERN MOM
OLD NEW
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TOOLS OF THE MODERN MOM
OLD NEW
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TOOLS OF THE MODERN MOM
OLD NEW
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TOOLS OF THE MODERN MOM
OLD NEW
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TOOLS OF THE MODERN MOM
OLD NEW
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TOOLS OF THE MODERN MOM
OLD NEW
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TOOLS OF THE MODERN MOM
OLD NEW
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In closing …
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