Parenting Trends

03.19.10

Tuesday, September 6, 2011

What Makes a Good Mom – Prioritizing
The notion of having it all or doing it all may no longer be realistic or even desirable. Prioritizing and inevitably, compromising are facts of life for most moms. The wellbeing of her children is at the top of her list.

1. Safety 2. Emotional Health 3. Nutrition

2

Tuesday, September 6, 2011

1. Safety & Protection
• According to most moms, a good mother monitors her kids, especially in areas where: • Heightened coverage exposes her kids to more risks – such as drugs, alcohol, peer pressure, bullying, violence, and sex in entertainment • She experiences uncertainty of the online activity her child engages in, creating a greater overall concern for internet safety • A good mother is classified as by always being prepared for any emergency or unexpected situation

3

Tuesday, September 6, 2011

2. Emotional Health
• A good mom feels it is imperative to create a positive, nurturing home and family environment • Half of respondents say that making sure that everyone sits down to meals together and bringing the family together is very important
• Marketers can benefit by helping moms to create shared experiences for their families

• More than half characterize good spouse relations as a very important part of being a mom

4

Tuesday, September 6, 2011

3. Nutrition & Physical Health
Moms are spending more time planning healthy activities for their children • She makes sure her kids get plenty of exercise • She limits their junk food and sugar intake • Mom’s increased emphasis on nutrition of babies and toddlers diminishes as her kids reach their teens
• Moms of kids under 3 are considerably more likely than moms of kids aged 12-17 to say that providing kids with healthy snacks and limiting kids junk food intake is important

5

Tuesday, September 6, 2011

What Makes a Good Mom – Secondary
Many other positive traits are considered less essential by mom

1. Involvement in Activities 2. Physical Appearance

6

Tuesday, September 6, 2011

1. Involvement in Activities
Moms feel that activities in excess may cause their children to lead over-programmed lives • Only a quarter of moms feel engaging kids in sports, play dates and music is very important

7

Tuesday, September 6, 2011

2. Physical Appearance
• While mom doesn’t place significant value on kids’ physical appearance, she most certainly puts it before her own • Seven out of 10 moms viewed that keeping her kids welldressed and clean is somewhat important to being a good mother, while only one-third of moms viewed it as very important • Half of moms rate that paying attention to her own appearance is only somewhat important

8

Tuesday, September 6, 2011

Moms & Family Activities – Added Benefits
Moms have an increasing interest in leisure activities, which provide a benefit to their children 1. Entertainment, Health and Education 2. Bringing the Family Together

9

Tuesday, September 6, 2011

1. Entertainment, Health and Education
• The trend toward kid experiences that combine learning or health with play show no signs of losing momentum • Wii has generated multi-generational appeal and introduced a degree of physicality to the world of video games. Bringing the family together, and up off the couch for a shared activity lines up with mom’s priorities. • Trend more popular by age, not by income
• Strongest –influenced are those moms of kids aged 5 and younger • It is not income-dependent, as moms at all income levels report spending more time than they did a year ago planning healthy and educational activities for their kids • The opportunity to market both fitness and educational products

10

Tuesday, September 6, 2011

Moms and Shopping – On a Budget
Moms are taking an increasingly budget-minded approach to shopping 1. We’re in This Together 2. Sales, Discounts and Coupons

11

Tuesday, September 6, 2011

1. We’re in This Together
• It is clear that the recession is motivating moms to be more budget-conscious • Budget-driven shopping behavior is prevalent among moms of every income group

12

Tuesday, September 6, 2011

2. Sales, Discounts and Coupons
• Coupon redemption data quantifies moms’ claims of taking an increasingly budget-minded approach to shopping • 3 out of 5 moms, consistent across age groups, are spending more time looking for sales, discounts, and coupons, than they did a year ago • Not only are moms motivated to save, they also have more coupons available to them than ever before • While new digital and mobile shopping technology is receving considerable trade press attention, traditional offline budgeting tactics, such as clipping coupons and using weekly circulars, show substantial reported increases

13

Tuesday, September 6, 2011

Influences on Mom’s Purchase Decisions –
Moms seek product information from a variety of sources

1. Familiarity 2. Word of Mouth 3. Internet

14

Tuesday, September 6, 2011

1. Familiarity
• Familiarity holds significant influence over moms’ decisions of what to buy for her children • “A brand you are familiar with” remains the most important influence on moms’ purchases for their kids
• The finding suggests that while moms often seek product information from a variety of sources, they also trust their own instincts and preferences

15

Tuesday, September 6, 2011

2. Word of Mouth
• Word of mouth remains as powerful an influence as ever, and even in a highly connected digital world, personal contact is still important • A significant influence on moms’ purchase decisions include the people closest to them
• Nearly two-thirds of moms cite children’s requests • More than half say that recommendations from family and friends are important influences • A little less than half say that recommendations from other moms influence their decisions

• Respondents rate information from the internet, as well as from traditional media such as television, newspapers, and

16

Tuesday, September 6, 2011

3. Internet
• Higher income moms claim slightly less influence from kids’ requests and more from other moms and the internet, suggesting that they are more likely to be tapped into social media that may directly or indirectly provide purchase guidance

17

Tuesday, September 6, 2011

Moms and Social Networking – Staying
• Moms are using Social Networking as a way to make connections. It is simply the latest manifestation of moms’ age-old desire to share experiences, feelings and advice with other moms 1. More Connected, More Frequently 2. It’s Not Just Social Anymore

18

Tuesday, September 6, 2011

1. More Connected, More Frequently
• Online social networking has become the commonplace for moms • Seven out of 10 moms connect with family and friends through social networking sites, such as Facebook • The percentage of moms who use social media regularly has increased from 11% in 2006, to 63% in 2009 (21st Century Mom Report, BabyCenter 2009)
• Of these moms, nearly 6 out of 10 say they are doing so more often than they were a year ago

• Online social media has dramatically changed the way that brands and moms connect
• Mom blogs are a powerful force in the marketing world
• 23 million women engage in weekly blogging activity

19

Tuesday, September 6, 2011

2. It’s Not Just Social Anymore
• While they once viewed Social Networks as mostly social institutions, moms are more commonly using them as resources for companies, information on products and services, and to voice their opinions
• 44% of moms use social networking sites for word-of-mouth recommendations on brands and products • 73% of moms say they find trustworthy information about products and services through online communities focused on specific interests

20

Tuesday, September 6, 2011

Mom Cluster Analysis – Who are they?
A total of 750 moms (25+), with a child under 18 who use the internet were used to develop three clusters according to their particular characteristics*: 1. Family Engineers 2. Chill Moms 3. Networkers

* Column shares may not sum to 100% due to rounding. All statistical significance is at the 95% confidence level.

21

Tuesday, September 6, 2011

1. Family Engineers – 34% of the Sample
• Family Engineers tend to place a high emphasis on the various attributes of motherhood; they make family time a high priority • This group believes that making sure the family sits down at meals together is very important to being a good mother • Let their children’s request influence their purchases more than other groups • This group feels that the product having a familiar brand is important to the purchases they make • Because these moms put a premium on values, they are likely to appreciate authentic marketing messages that emphasize quality family time, especially in the wake of

22

Tuesday, September 6, 2011

2. Chill Moms – 45% of the Sample
• Chill Moms tend to be more relaxed in their approach to motherhood. They value the various attributes of maternity, but usually stay away from superlative terms. • They don’t believe that television shows and advertisements or magazines and newspapers are important to their purchases • They tend to think that recommendations from other moms are neither important nor unimportant to their purchases • Given that these moms are comprised mostly of low-income respondents, marketers should focus on value positioning— but not in terms of price. Such offerings would earn the respect of these moms, while at the same time enhancing a

23

Tuesday, September 6, 2011

3. Networkers – 21% of the Sample
• Networkers are super-connected moms. They get help from daycare providers and family. They place value on the various attributes of motherhood and find a broad spectrum of these aspects important. • This group tends to think that living healthy and taking care of oneself is important to being a good mother • Many marketers are viewing these moms as “influentials,” especially in new media and technology. The internet has seen a number of websites attempting to attract the interests of mothers. • This group is the most likely to have a smart phone with

24

Tuesday, September 6, 2011

Tuesday, September 6, 2011

Sign up to vote on this title
UsefulNot useful