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Lifestyles of Mums - UK - May 2016

“Whilst some blame devices for making today’s kids lazy, there are many ways in which technology could encourage kids to do all the things that are not always considered to be fun, making parents’ lives easier. Some of the best educational apps are free and could motivate kids to eat healthier, be more active, do better in school and help around the house.”
– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report looks at the following areas:

  • Making sure the kids are alright
  • Setting up good habits through character merchandising
  • Selling convenience to modern parents

Watching TV remains a staple of family entertainment and an important way of keeping children occupied when parents are busy, but other technology is catching up. More than ever before, today’s mums are worried about their children’s online safety and there is rising demand for age-appropriate online and mobile content and ways of monitoring kids’ digital activities.

Major digital entertainment brands targeting families are already making steps to make their content more child-friendly, with more brands expected to respond to parental concerns.

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Mums see themselves as ‘doing it all’
          • Figure 1: What being a ‘good mother’ means, March 2016
        • Finding alternatives to sedentary entertainment
          • Figure 2: Activities that bring families together, March 2016
        • Incorporating educational value into character merchandise
          • Figure 3: Perceptions of products with characters on pack, March 2016
        • Mums’ ambitions for their kids
          • Figure 4: Mothers’ attitudes towards raising children, March 2016
        • What we think
        • Issues and Insights

          • Making sure the kids are alright
            • The facts
              • The implications
                • Setting up good habits through character merchandising
                  • The facts
                    • The implications
                      • Selling convenience to modern parents
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • The baby boom subsides
                              • Rising diversity of families
                                • Rising costs of childcare hit lower income parents
                                  • Reliance on family grows for families with under-5s
                                    • Grandparents’ contribution to childcare recognised
                                    • Market Drivers

                                      • Number of mothers
                                        • Figure 5: Number of mothers and fathers with dependent children in the household, UK, 2005-15
                                      • Number of live births
                                        • Figure 6: Total fertility rate (TFR) and number of live births, England and Wales, 2009-14
                                      • Family composition
                                        • Figure 7: UK families (thousands), 2010 and 2015
                                        • Figure 8: Family composition – dependent children, March 2016
                                      • Mums’ working status
                                        • Figure 9: Working status of mothers, March 2016
                                        • Figure 10: Average hourly cost of a childminder for a child aged 2+, England, 2005 to 2014
                                      • Parents’ support network
                                        • Figure 11: Informal childcare hours by age, UK, 2005-14
                                        • Figure 12: Who helps look after children in a typical week, by working status, March 2016
                                    • The Consumer – What You Need to Know

                                      • A ‘good mum’ prioritises healthy family nutrition
                                        • Technology as a babysitter
                                          • Character merchandising with added value
                                            • Children’s education is a top concern
                                              • Shared parental leave: one year on
                                              • Maternity Leave and Family Finances

                                                • 38% of mums went back to work after their child’s first birthday
                                                  • Figure 13: Age of youngest child when mother went back to work after maternity, March 2016
                                                • Work doesn’t cover childcare for lower earning mums
                                                  • Figure 14: Age of youngest child when mother went back to work after maternity, by current financial situation, March 2016
                                                • Family finances OK on balance
                                                  • Figure 15: Financial situation compared to a year ago, March 2016
                                                  • Figure 16: Sentiment about financial situation over the next year or so, March 2016
                                              • What it Means to be a ‘Good Mother’

                                                • Good mums ‘do it all’
                                                  • Figure 17: What being a ‘good mother’ means, March 2016
                                                • Finding authenticity on social media
                                                  • Figure 18: Front page of the motherpukka.com website, April 2016
                                                • Working mums are under more strain
                                                  • Helping mums take care of family health
                                                    • Figure 19: Screenshot of the Eat & Move-O-Matic mobile all, April 2016
                                                  • Priorities shift as children grow older
                                                    • Figure 20: Selected qualities of a ‘good mother’, by age group of youngest child, March 2016
                                                • Moments That Bring Families Together

                                                  • Families prioritise outside activities
                                                    • Figure 21: Activities that bring families together, March 2016
                                                    • Figure 22: ‘Come home to play’ campaign from IKEA, April 2016
                                                  • Moving away from sedentary entertainment
                                                    • Figure 23: Activities that bring families together – Watching TV, by age group of youngest child, March 2016
                                                    • Figure 24: Screenshot from This Girl Can campaign, April 2016
                                                  • Going back to tradition
                                                  • How Kids Occupy Themselves if Mum is Busy

                                                    • Leaving kids to digital devices
                                                      • Figure 25: How children occupy themselves when mums are busy/not around, by age group of youngest child, March 2016
                                                      • Figure 26: Screenshot from the Dumb Ways to Die campaign, April 2016
                                                    • Technology overtakes traditional play amongst teens
                                                    • Mums’ Attitudes towards Kids’ Entertainment Sources and Technology Use

                                                      • TV programmes – go-to source of entertainment
                                                        • Figure 27: Correspondence analysis – Associations with children’s entertainment sources, March 2016
                                                        • Figure 28: Associations with children’s entertainment sources, March 2016
                                                      • There is an app for that
                                                        • Figure 29: Mums’ attitudes towards children using technology, March 2016
                                                        • Figure 30: Mums’ attitudes towards children using technology, by mums’ working status, March 2016
                                                        • Figure 31: Screenshot from Zemcar website, April 2016
                                                      • Wearable technologies can provide reassurance for parents
                                                      • Attitudes towards Character Merchandising

                                                        • Characters are the biggest draw for younger kids
                                                          • Figure 32: Purchases of products with well-known characters on-pack, by age group of youngest child, March 2016
                                                          • Figure 33: New product launches in food with characters on packaging, 2015-16
                                                        • Earning parents’ trust
                                                          • Figure 34: Perceptions of products with characters on pack, March 2016
                                                        • Simplifying family routines
                                                          • Figure 35: New product launches in health and hygiene with characters on packaging, 2015
                                                        • Kids aged 3-7 are the biggest collectors of character merchandise
                                                          • Figure 36: Perceptions of products with characters on pack, March 2016
                                                      • Mums’ Concerns

                                                        • Children’s safety – biggest concern
                                                          • Figure 37: Mums’ worries, March 2016
                                                          • Figure 38: Screenshot of the MamaBear mobile app, April 2016
                                                        • Steering kids towards future careers
                                                          • Need for family ‘digital detox’
                                                          • Mums’ Attitudes

                                                            • Family support is becoming crucial
                                                              • Figure 39: Mothers’ attitudes towards raising children, March 2016
                                                            • The cost of achievement
                                                              • Figure 40: Mothers’ attitudes towards raising children, continued, March 2016
                                                            • Few dads take up the shared parental leave
                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                              • Data sources
                                                                • Correspondence Analysis Methodology
                                                                  • Abbreviations
                                                                    • Definitions
                                                                      • Generations

                                                                      Companies Covered

                                                                      To learn more about the companies covered in this report please contact us.

                                                                      Lifestyles of Mums - UK - May 2016

                                                                      US $2,842.31 (Excl.Tax)