The origin of modern mom

GENERATIONAL SNAPSHOT

Baby Boomers 1946-1964 45-63 years old 78 million Individuality Idealists Self-fulfillment
Everyday, 10,000 Boomers turn 55

Generation X 1965-1978 31-44 years old 55 million Entrepreneurial Work/family balance Self-reliance
Currently the dominant family rearing generation

Gen Y 1979-1999 10-30 years old 84 million Optimistic Complexity Self-confidence
For the next four years, 10,500 will turn 21 everyday

THREE GENERATIONS OF MOMS

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

Generation X 31-44 years old Partner role Independent My terms Want happy kids
Are in peak child bearing years and continue to grow their families

Gen Y 18-30 years old Role to be defined Help from Mom What’s best Want kids to fit in
Starting to become moms. Will likely create largest baby boom in U.S. history

ROUGHLY BREAK DOWN AS
24.7 million Gen X moms 13 million Gen Y moms 9.7 million Boomer moms

Source: Mediamark Research – Spring 2008

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

67% of kids under 18 live with two married parents

Source: Childstats.gov – 2008

BUT HOLD ON …

The Gen Y Mommy Tsunami is coming

First Gen Yers just now reaching their 30s and already over 13 million are moms

Source: Mediamark Research – Spring 2008

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

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

2,742,604 born to Gen Y moms 1,567,166 born to Gen X moms 7,349 born to Boomer moms

Source: CDC National Vital Statistics Report – March 2009

Around 11,000 women a day give birth

Source: U.S. Census Bureau

And of those, roughly 40% are first time moms

Source: American Community Survey 2007

Many of which depend on their Momtourage

iVillage generally credited with coining the term “momtourage”

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

It’s no secret that moms lead a pretty busy life

MOM ROLES

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

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

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

While it’s easy to classify moms generationally, reality says …

MOM TRIBES

Digital Moms

34 million U.S. moms with children under 18 go online at least once per month

Source: eMarketer – May 2009

“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

WHAT MOMS ARE DOING ONLINE
C

TECHNOLOGIES USED IN THE PAST THREE MONTHS
E-mail Search Engines Social Network Sites Instant Messaging Gaming (online or console) 55% 52% 65% 74% 95%

News Sites
Online Video Consumer Reviews Blogs RSS Feeds Podcasts (Audio or Video) 0% 10% 11% 20% 30% 40% 50% 21% 36% 33% 29%

51%

60%

70%

80%

90%

100%

Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009

WHAT ARE MOMS DOING ONLINE
C

CATEGORIES RESEARCHED, SOUGHT ADVICE OR PURCHASED IN THE PAST THREE MONTHS
Clothing/Fashion Accessories Food/Cooking Baby/Parenting Banking Services Electronics/Computers Travel Medication/Medical Condition Health/Fitness Homegoods/Appliances/Furniture Telecommunications 14% 14% 22% 21% 21% 20% 18% 26% 31% 40%

Cars
Brokerage Services 0% 2% 5% 10%

12%

15%

20%

25%

30%

35%

40%

45%

Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009

Moms more likely to be socially networked than the average adult
Moms Average Adult Facebook 60.3%50.2% MySpace 42.4 34.4 Twitter 16.5 15.0

Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009

15.3% of moms maintain their own blog

Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009

DIGITAL MOMS ON KIDS
Boomers = keeping up with kids Gen Xers = showing off kids

Gen Y = getting/giving advice on kids

Tools Of The Modern Mom

TOOLS OF THE MODERN MOM
OLD NEW

TOOLS OF THE MODERN MOM
OLD NEW

TOOLS OF THE MODERN MOM
OLD NEW

TOOLS OF THE MODERN MOM
OLD NEW

TOOLS OF THE MODERN MOM
OLD NEW

TOOLS OF THE MODERN MOM
OLD NEW

TOOLS OF THE MODERN MOM
OLD NEW

TOOLS OF THE MODERN MOM
OLD NEW

In closing …

david.stutts@luckie.com twitter.com/stutts slideshare.net/stutts

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