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Lifestyles of Mums: Consumer Report - UK - September 2012

  • Are modern mums under more pressure to ‘do it all’?
  • Will mobile apps become essential to parenting?
  • What influences the decision of new mothers to return to work after having a baby?
  • How do mums' lifestyle and priorities change after becoming a parent?
  • What sources do mums consult when they need advice on parenting?

British families are faced with growing financial pressures amidst continued recession and the rising cost of living. Over six in ten mothers have no choice but to return back to work soon after having a baby, as dual incomes are increasingly necessary to maintain a more comfortable family lifestyle. On the other hand, more mothers compared with last year chose not to return to work (24% in August 2012 vs 18% in June 2011), with six in ten quoting high costs of childcare as the reason.

What's included in the 'Lifestyles of Mums' consumer report?

The report explores how families’ financial situation has changed over the past year and examines in greater details whether mother had to reshuffle their spending priorities for themselves and their families. The report goes further into changes in family lifestyle and activities that families do together. Finally, it examines mothers’ use of the internet and mobile technologies to help with parenting and sources that they typically go to for advice on raising their offspring.

 

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Fertility rate is levelling out
              • Figure 1: Trends and projections of total fertility rate in the UK, 2000-2017
            • 1.2 million mums stayed at home due to high childcare costs
              • Figure 2: Influence of cost of childcare on decision not to go back to work after having a child, August 2012
            • Fewer mums switch to cheaper products for children
              • Figure 3: Categories where spending was switched to cheaper alternatives over the past year, August 2012
            • Mums working full-time would like to spend more time with children
              • Figure 4: Family leisure habits, August 2012
            • Interest in mobile parenting apps is strong
              • Figure 5: Use of mobile apps related to parenting, August 2012
            • Word of mouth parenting information is trusted the most
              • Figure 6: Sources of information on parenting, August 2012
            • 2.1 million UK mothers feel under pressure to ‘have it all’
              • Figure 7: Attitudes towards modern parenting, August 2012
          • Issues in the Market

              • What are mums’ spending priorities?
                • Are modern mums under more pressure to ‘do it all’?
                  • Will mobile apps become essential to parenting?
                  • Trend Application

                      • Trend: Men Shopping Badly
                        • Trend: Re-Teching the Past
                          • 2015 Trend: Access Anything, Anywhere
                          • Demographic Overview

                            • Key points
                              • Age structure and growth projections
                                • Figure 8: Trends in the age structure of the UK female population, 2007-17
                              • Live births
                                • Figure 9: Live births in the UK, October 2008-September 2011
                              • Fertility rate
                                • Figure 10: Trends and projections of total fertility rate in the UK, 2000-17
                              • Trends in the number of dependent children
                                • Figure 11: Trends in number of dependent children in UK families, 2001-11
                              • UK family types
                                • Figure 12: UK family types, 2011
                            • Parenthood and Employment

                              • Key points
                                • A quarter of mothers don’t return to work after giving birth
                                  • Figure 13: Age of child when mother went back to work, August 2012
                                • High childcare costs prompt mums to stay at home with the baby
                                  • Figure 14: Influence of cost of childcare on decision not to go back to work after having a child, August 2012
                                • Affordability of childcare comes to the fore
                                  • Figure 15: Reasons for going back to work, August 2012
                              • Family Spending Habits

                                • Key points
                                  • Female primary income earners are found in struggling families
                                    • Figure 16: Main income earner status, by age of mother, August 2012
                                  • Older mums are better-placed to raise children on their own
                                    • Figure 17: Household income and housing situation, by age of mother, August 2012
                                  • Over four in ten mums are in charge of family finances
                                    • Figure 18: Main financial decision-maker status, August 2012
                                  • Bigger focus on household finances in lower-income families
                                    • Figure 19: Main financial decision-maker status, by household income, August 2012
                                  • Prioritising spending on essentials
                                    • Figure 20: Changes in spending over the past year, August 2012
                                  • Mothers are less willing to compromise when it comes to children
                                    • Figure 21: Categories where spending was switched to cheaper alternatives for parents over the past year, August 2012
                                  • Healthy finances lead to fewer compromises
                                    • Figure 22: Number of categories where spend was switched to cheaper alternatives over the past year, August 2012
                                  • Prioritising children and family time
                                    • Figure 23: What extra money is spent on, August 2012
                                  • Equal financial decision-making translates into higher spending
                                    • Figure 24: Selected things that extra money is spent on, by financial decision maker, August 2012
                                • Changes in Family Lifestyle

                                  • Key points
                                    • Health issues come to the fore
                                      • Figure 25: Changes in lifestyle after becoming a parent, August 2012
                                    • Mothers aged 16-34 more focused on their careers
                                      • Figure 26: Changes in lifestyle after becoming a parent, by age of mother, August 2012
                                    • Divorced or widowed mums most concerned about finances
                                      • Figure 27: Marital status, by levels of confidence in future finances after becoming a parent, August 2012
                                    • Lower PDI signals falling standards of living
                                      • Figure 28: Changes in family lifestyle compared with a year ago, August 2012
                                    • Younger mums are ‘having it all’
                                      • Figure 29: Changes in family lifestyle compared with a year ago, by age of mother, August 2012
                                  • Parenting and Family Leisure

                                    • Key points
                                      • Mums set boundaries for their children
                                        • Figure 30: Parenting habits, August 2012
                                      • Full-time working mums less able to focus on the family
                                        • Figure 31: Parenting habits, by mother’s employment status, August 2012
                                      • Parents instil discipline in younger children
                                        • Figure 32: Parenting habits, by age of children, August 2012
                                      • Half buy their way into family time
                                        • Figure 33: Family leisure habits, August 2012
                                      • Mums aged 45+ most worried about impact of social networks
                                        • Figure 34: Family leisure habits, by age of mother, August 2012
                                      • Affordability of being a home-maker
                                        • Figure 35: Attitudes towards being a stay-at-home parent, August 2012
                                      • Mums aged 35+ enjoy home-making
                                        • Figure 36: Attitudes towards being a stay-at-home mum, August 2012
                                    • Online and Mobile Activities Related to Parenting

                                      • Key points
                                        • Online major source of advice on parenting
                                          • Figure 37: Online activities related to parenting done in the past three months, August 2012
                                        • Online activity rises with household income
                                          • Figure 38: Number of online activities related to parenting done in the past three months, August 2012
                                        • Over two thirds of mums own smartphones
                                          • Figure 39: Mobile phone ownership, August 2012
                                        • It’s all fun and games
                                          • Figure 40: Use of mobile apps related to parenting, August 2012
                                        • App adoption is niche…
                                          • Figure 41: Number of mobile apps related to parenting already used, by age of mother, August 2012
                                        • … but opportunities are growing
                                          • Figure 42: Number of mobile apps mothers are interested in using, by age of mother, August 2012
                                        • Apple smartphones lead parenting apps arena
                                          • Figure 43: Number of mobile apps related to parenting already used, by type of mobile phone, August 2012
                                      • Sources of Advice about Parenting

                                        • Key points
                                          • Word of mouth advice most trusted
                                            • Figure 44: Sources of information on parenting, August 2012
                                          • Two thirds don’t seek advice in an average week
                                            • Figure 45: Number of sources of information on parenting, August 2012
                                          • Mums with university degrees consult more sources
                                            • Figure 46: Number of sources of information on parenting, by highest level of education of mother, August 2012
                                        • Attitudes towards Modern Parenting

                                          • Key points
                                            • 2.1 million UK mothers feel under pressure to ‘have it all’
                                              • Figure 47: Attitudes towards modern parenting, August 2012
                                            • Generational differences in views on parenting
                                              • Figure 48: Attitudes towards modern parenting, by age of mother, August 2012
                                            • Dove raises awareness about real beauty on behalf of mums
                                              • Figure 49: Self-Esteem Fund campaign by Dove, March 2012
                                          • Mums’ Typologies

                                            • Key points
                                              • Figure 50: Mums’ typologies, August 2012
                                            • Easy-going Mums (53%)
                                              • Who are they?
                                                • Disciplinarian Mums (28%)
                                                  • Who are they?
                                                    • Breadwinner Mums (19%)
                                                      • Who are they?
                                                      • Appendix – Parenthood and Employment

                                                          • Figure 51: Age of child when mother went back to work, by detailed demographics, August 2012
                                                          • Figure 52: Reasons for going back to work, by detailed demographics, August 2012
                                                      • Appendix – Changes in Family Lifestyle

                                                          • Figure 53: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                          • Figure 54: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                          • Figure 55: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                          • Figure 56: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                          • Figure 57: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                          • Figure 58: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                      • Appendix – Parenting and Family Leisure

                                                          • Figure 59: Most popular parenting habits, by detailed demographics, August 2012
                                                          • Figure 60: Next most popular parenting habits, by detailed demographics, August 2012
                                                          • Figure 61: Other parenting habits, by detailed demographics, August 2012
                                                          • Figure 62: Most popular family leisure habits, by detailed demographics, August 2012
                                                          • Figure 63: Next most popular family leisure habits, by detailed demographics, August 2012
                                                          • Figure 64: Most popular attitudes towards being a stay-at-home parent, by detailed demographics, August 2012
                                                          • Figure 65: Next most popular attitudes towards being a stay-at-home parent, by detailed demographics, August 2012
                                                      • Appendix – Family Spending Habits

                                                          • Figure 66: Main income earner and financial decision-maker status, by detailed demographics, August 2012
                                                          • Figure 67: Most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
                                                          • Figure 68: Next most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
                                                          • Figure 69: Repertoire of categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
                                                          • Figure 70: Most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
                                                          • Figure 71: Next most popular categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
                                                          • Figure 72: Repertoire of categories where spending was switched to cheaper alternatives, by detailed demographics, August 2012
                                                          • Figure 73: What extra money is spent on, by detailed demographics, August 2012
                                                          • Figure 74: What extra money is spent on, by detailed demographics, August 2012
                                                          • Figure 75: What extra money is spent on, by detailed demographics, August 2012
                                                          • Figure 76: What extra money is spent on, by detailed demographics, August 2012
                                                      • Appendix – Online and Mobile Activities Related to Parenting

                                                          • Figure 77: Most popular online activities related to parenting, by detailed demographics, August 2012
                                                          • Figure 78: Next most popular online activities related to parenting, by detailed demographics, August 2012
                                                          • Figure 79: Use of parental advice apps and apps to help babies/young children go to sleep related to parenting, by detailed demographics, August 2012
                                                          • Figure 80: Use of apps that provide health advice/diagnosis for babies/young children and apps that help track babies’ activities, growth and milestones related to parenting, by detailed demographics, August 2012
                                                          • Figure 81: Use of pregnancy-related advice apps and apps that monitor children’s mobile usage/track their location related to parenting, by detailed demographics, August 2012
                                                          • Figure 82: Use of apps that allow children to browse safely online, filtering inappropriate content and Gaming apps related to parenting, by detailed demographics, August 2012
                                                          • Figure 83: Use of child development apps and educational/book apps related to parenting, by detailed demographics, August 2012
                                                          • Figure 84: Use of entertainment apps to occupy young children related to parenting, by detailed demographics, August 2012
                                                      • Appendix – Sources of Advice About Parenting

                                                          • Figure 85: Most popular sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
                                                          • Figure 86: Next most popular sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
                                                          • Figure 87: Repertoire of sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
                                                      • Appendix – Attitudes Towards Modern Parenting

                                                          • Figure 88: Most popular attitudes towards modern parenting, by detailed demographics, August 2012
                                                          • Figure 89: Next most popular attitudes towards modern parenting, by detailed demographics, August 2012
                                                      • Appendix – Mums’ Typologies

                                                          • Figure 90: Target groups, by detailed demographics, August 2012
                                                          • Figure 91: Main income earner status, by target groups, August 2012
                                                          • Figure 92: Main financial decision-maker status, by target groups, August 2012
                                                          • Figure 93: Age of child when mother went back to work, by target groups, August 2012
                                                          • Figure 94: Reasons for going back to work, by target groups, August 2012
                                                          • Figure 95: Importance of childcare costs in decision for not going back to work, by target groups, August 2012
                                                          • Figure 96: Changes in lifestyle after becoming a parent, by target groups, August 2012
                                                          • Figure 97: Changes in lifestyle compared with a year ago, by target groups, August 2012
                                                          • Figure 98: Parenting habits, by target groups, August 2012
                                                          • Figure 99: Family leisure habits, by target groups, August 2012
                                                          • Figure 100: Attitudes towards being a stay-at-home parent, by target groups, August 2012
                                                          • Figure 101: Changes in spending over the past year, by target groups, August 2012
                                                          • Figure 102: Categories where spending was switched to cheaper alternatives, by target groups, August 2012
                                                          • Figure 103: Categories where spending was switched to cheaper alternatives, by target groups, August 2012
                                                          • Figure 104: What extra money is spent on, by target groups, August 2012
                                                          • Figure 105: Online activities related to parenting, by target groups, August 2012
                                                          • Figure 106: Mobile phone ownership, by target groups, August 2012
                                                          • Figure 107: Use of mobile apps related to parenting, by target groups, August 2012
                                                          • Figure 108: Sources of information on parenting, by target groups, August 2012
                                                          • Figure 109: Attitudes towards modern parenting, by target groups, August 2012

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                                                      Lifestyles of Mums: Consumer Report - UK - September 2012

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