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Lifestyles of Mums - UK - September 2013

“Brands that are responsive to mums’ concerns and aim to grow with their preferences (which are increasingly expressed via social media channels) will be in a stronger position when competing for their consumer loyalty.”

- Ina Mitskavets, Senior Consumer and Lifestyle Analyst

Some questions answered in this report include:

  • What impact will the changes to the parental leave law have on mums’ role in their families?
  • What does raising happy children mean to modern mums?
  • Do mums prioritise academic achievement for their children?
  • What factors drive mothers’ engagement online?

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Abbreviations
          • Executive Summary

              • Mothers focus on children’s personal development
                • Figure 1: Mothers’ aspirations for their children, June 2013
              • Mums set children up for multiple options in the future
                • Figure 2: Mothers’ encouragement of children’s after-school activities and recreation, June 2013
              • Almost eight in ten mums will support children for as long as it takes
                • Figure 3: Attitudes towards finances and children’s future, June 2013
              • Mums with children under the age of 5 are the most engaged on social media
                • Figure 4: Activities done on social media sites in the past three months, June 2013
              • What we think
              • Issues in the Market

                  • What impact will the changes to the parental leave law have on mums’ role in their families?
                    • What does raising happy children mean to modern mums?
                      • Do mums prioritise academic achievement for their children?
                        • What factors drive mothers’ engagement online?
                        • Trend Application

                            • Trend: Help Me Help Myself
                              • Trend: Patriot Games
                                • Mintel Futures: Generation Next
                                • Market Drivers

                                  • Key points
                                    • Demographic trends
                                      • Figure 5: Trends in the age structure of the UK female population, 2008-18
                                    • Trends in the number of live births
                                      • Figure 6: Trends in the number of live births in England and Wales, 2008-12
                                    • Trends in types of births’ registrations
                                      • Figure 7: Live births, by registration type, 2001 and 2011
                                    • Current living area
                                      • Figure 8: Current living area, by age of mother, June 2013
                                    • Proportion of mothers in employment
                                      • Figure 9: Mothers’ current working situation, June 2013
                                    • Trends in ownership of smartphones
                                      • Figure 10: Ownership of smartphones and tablet computers, by presence of children in the household and age of children, April 2013
                                  • Division of Parental Responsibilities

                                    • Key points
                                      • Family lifestyle revolves around mums’ responsibilities
                                        • Figure 11: Division of parenting responsibilities, June 2013
                                      • Partners step back when it comes to childcare
                                        • Figure 12: Number of parenting responsibilities handled by mothers, June 2013
                                      • Mums retain strong influence over household decisions
                                        • Figure 13: Who influences family decisions, by gender of parent, June 2013
                                    • Mums’ Aspirations for Children

                                      • Key points
                                        • Mums prioritise children’s personal development
                                          • Figure 14: Mothers’ aspirations for their children, June 2013
                                        • Self-employed mums will nurture independent spirit in their kids
                                          • Figure 15: Selected mothers’ aspirations for their children, by mothers’ employment status, June 2013
                                        • Middle-income mums want their kids to be savvy with money
                                          • Figure 16: Selected mothers’ aspirations for their children, by household income, June 2013
                                        • Priorities evolve as children grow up
                                          • Figure 17: Selected mothers’ aspirations for their children, by children’s age, June 2013
                                        • 10-15-year-olds gain practical skills
                                          • Getting a good job more important than going to university
                                          • Children’s After-School Activities and Recreation

                                            • Key points
                                              • Setting children up for more options in the future
                                                • Figure 18: Mothers’ encouragement of children’s after-school activities and recreation, June 2013
                                              • University-educated mums have similar hopes for their offspring
                                                • Figure 19: Mothers’ encouragement of children’s after-school activities and recreation, by highest level of education, June 2013
                                              • Affluence determines how active children are outside of school
                                                • Figure 20: Mothers’ encouragement of children’s after-school activities and recreation, by household income, June 2013
                                              • Mums’ aspirations drive their effort to help children achieve
                                                • Figure 21: Mothers’ encouragement of children’s after-school activities and recreation, by selected aspirations for their children, June 2013
                                              • Over three quarters of mums encourage their child’s development outside of the school syllabus
                                                • Figure 22: Number of after-school activities mothers encourage their children to take up, June 2013
                                              • The rise of Tiger Mothers
                                                • Figure 23: Gender, age and social grade of children whose mothers encourage them to take up 4-8 after-school activities, June 2013
                                            • Mums’ Segmentation – Attitudes towards Finances and Children’s Future

                                              • Key points
                                                • Concerns about children’s future come to the fore
                                                  • Figure 24: Attitudes towards finances and children’s future, June 2013
                                                • Mothers’ segmentation
                                                  • Figure 25: Mothers’ segmentation, June 2013
                                                • Mum Worriers (39%)
                                                  • Who are they?
                                                    • No-Expense-Spared Mums (31%)
                                                      • Who are they?
                                                        • Time-Poor Mums (30%)
                                                          • Who are they?
                                                            • Mothers’ aspirations for children
                                                              • Figure 26: Mothers’ aspirations for their children, by mothers’ typologies, June 2013
                                                            • Attitudes towards children’s future
                                                              • Figure 27: Attitudes towards finances and children’s future (any agree), by mothers’ typologies, June 2013
                                                            • Encouragement of activities outside of school
                                                              • Figure 28: Mothers’ encouragement of children’s after-school activities, by mothers’ typologies, June 2013
                                                          • Online Socialising Habits of Mums

                                                            • Key points
                                                              • New mums struggle to maintain their friendships
                                                                • Figure 29: Attitudes towards parenting and personal time, June 2013
                                                              • Facebook maintains dominant position amongst social networks
                                                                • Figure 30: Social media sites used weekly, June 2013
                                                                • Figure 31: Trends in the target audience of Facebook, by presence of children, UK, February 2011-13
                                                              • Mums with babies and toddlers eager to explore social media
                                                                • Figure 32: Activities done on social media sites in the past three months, June 2013
                                                                • Figure 33: Trends in the mobile audience for kids and family entertainment apps, UK, February 2011-13
                                                              • Mums are highly engaged on Pinterest
                                                                • Figure 34: Activities done on social media sites in the past 3 months, by social media sites used weekly, June 2013
                                                              • Promoting regular family digital detox
                                                                • Figure 35: Attitudes towards social media, June 2013
                                                              • Mums of 16-18-year-olds keener to use social media for interactions with children
                                                                • Figure 36: Attitudes towards social media, by age of children, June 2013
                                                            • Online Engagement

                                                              • Key points
                                                                • Mothers are becoming more active online
                                                                  • Figure 37: Online activities done in the past three months, June 2013 and August 2012
                                                                • Younger mums drive online family research
                                                                  • Figure 38: Number of online activities done in the past 3 months, June 2013
                                                                • Engagement on social networks drives online research and purchases
                                                                  • Figure 39: Online activities done in the past three months, by selected weekly activities on social media sites, June 2013
                                                              • Attitudes towards Children’s Use of Technology

                                                                • Key points
                                                                  • Concerns about online and mobile safety rise amongst mums aged 45
                                                                    • Figure 40: Attitudes towards children’s use of technology, June 2013
                                                                  • Affluent mums give children more pocket money to spend on mobile phone
                                                                    • Figure 41: Selected attitudes towards children’s use of technology, by household income, June 2013
                                                                • Appendix – Mum’s Demographics

                                                                    • Figure 42: Demographics of mums, by age group, June 2013
                                                                    • Figure 43: Demographics of mums, by age of children, June 2013
                                                                    • Figure 44: Demographics of mums, by family typology and region, June 2013
                                                                    • Figure 45: Demographics of mums, by area and working status, June 2013
                                                                    • Figure 46: Demographics of mums, by socio-economic group and highest level of education, June 2013
                                                                    • Figure 47: Demographics of mums, by grosss annual household income, June 2013
                                                                    • Figure 48: Demographics of mums, by support network, June 2013
                                                                • Appendix – Division of Parental Responsibilities

                                                                    • Figure 49: Division of responsibilities between parents – Cooking their meals, by demographics, June 2013
                                                                    • Figure 50: Division of responsibilities between parents – Buying their clothes, by demographics, June 2013
                                                                    • Figure 51: Division of responsibilities between parents – Buying them treats, by demographics, June 2013
                                                                    • Figure 52: Division of responsibilities between parents – Buying electronic gadgets for them, by demographics, June 2013
                                                                    • Figure 53: Division of responsibilities between parents – Tidying up after them, by demographics, June 2013
                                                                    • Figure 54: Division of responsibilities between parents – Choosing their birthday/christmas presents, by demographics, June 2013
                                                                    • Figure 55: Division of responsibilities between parents – Looking after them when they are not well, by demographics, June 2013
                                                                    • Figure 56: Division of responsibilities between parents – Getting them to/from school, by demographics, June 2013
                                                                    • Figure 57: Division of responsibilities between parents – Taking them to/from after-school activities, by demographics, June 2013
                                                                    • Figure 58: Division of responsibilities between parents – Picking them up when they visit their friends, by demographics, June 2013
                                                                    • Figure 59: Division of responsibilities between parents – Making sure they are bathed/teeth are brushed, by demographics, June 2013
                                                                    • Figure 60: Division of responsibilities between parents – Helping them with homework, by demographics, June 2013
                                                                    • Figure 61: Division of responsibilities between parents – Playing/doing activities with child(ren), by demographics, June 2013
                                                                    • Figure 62: Division of responsibilities between parents – Disciplining them, by demographics, June 2013
                                                                • Appendix – Mums’ Aspirations for Children

                                                                    • Figure 63: Most popular aspirations for children, by demographics, June 2013
                                                                    • Figure 64: Next most popular aspirations for children, by demographics, June 2013
                                                                • Appendix – Children’s After-school Activities and Recreation

                                                                    • Figure 65: Most popular children’s recreation, by demographics, June 2013
                                                                    • Figure 66: Next most popular children’s recreation, by demographics, June 2013
                                                                • Appendix – Mums’ Segmentation: Attitudes towards Finances and Children’s Future

                                                                    • Figure 67: Agreement with the statement ‘A parent’s job is never done’, by demographics, June 2013
                                                                    • Figure 68: Agreement with the statement ‘I worry about my child(ren)’s ability to live independently after they leave home’, by demographics, June 2013
                                                                    • Figure 69: Agreement with the statement ‘I worry about my child(ren)’s future job prospects’, by demographics, June 2013
                                                                    • Figure 70: Agreement with the statement ‘It’s important to teach children about managing money’, by demographics, June 2013
                                                                    • Figure 71: Agreement with the statement ‘I am willing to support my child(ren) for as long as it takes’, by demographics, June 2013
                                                                    • Figure 72: Agreement with the statement ‘It’s worth spending more to send children to the best school/university’, by demographics, June 2013
                                                                    • Figure 73: Agreement with the statement ‘Having a private education improves a child’s job prospects in later life’, by demographics, June 2013
                                                                  • Mums’ Segmentation – Attitudes towards Finances and Children’s Future
                                                                    • Figure 74: Target groups, by demographics, June 2013
                                                                    • Figure 75: Mums’ attitudes, by target groups, June 2013
                                                                    • Figure 76: Division of responsibilities between parents, by target groups, June 2013
                                                                    • Figure 77: Children’s recreation, by target groups, June 2013
                                                                    • Figure 78: Aspirations for children, by target groups, June 2013
                                                                    • Figure 79: Social media sites used weekly, by target groups, June 2013
                                                                    • Figure 80: Activities done on social media sites in the past 3 months, by target groups, June 2013
                                                                    • Figure 81: Online activities done in the past 3 months, by target groups, June 2013
                                                                    • Figure 82: Attitudes towards children’s use of technology, by target groups, June 2013
                                                                • Appendix – Online Socialising Habits of Mums

                                                                    • Figure 83: Agreement with the statement ‘Social media makes it easier to connect with other parents’, by demographics, June 2013
                                                                    • Figure 84: Agreement with the statement ‘Social media helps me stay more connected to my child(ren)’, by demographics, June 2013
                                                                    • Figure 85: Agreement with the statement ‘It’s important to plan regular family activities outside to take a break from using technology’, by demographics, June 2013
                                                                    • Figure 86: Agreement with the statement ‘I feel I have less in common with my friends who are not parents’, by demographics, June 2013
                                                                    • Figure 87: Agreement with the statement ‘I don’t have as much time to be involved in my child(ren)’s lives as I’d like’, by demographics, June 2013
                                                                    • Figure 88: Agreement with the statement ‘I don’t have much time to socialise regularly with my/partner’s friends outside of home’, by demographics, June 2013
                                                                    • Figure 89: Most popular social media sites used weekly, by demographics, June 2013
                                                                    • Figure 90: Next most popular social media sites used weekly, by demographics, June 2013
                                                                    • Figure 91: Most popular activities done on social media sites in the past 3 months, by demographics, June 2013
                                                                    • Figure 92: Next most popular activities done on social media sites in the past 3 months, by demographics, June 2013
                                                                    • Figure 93: Other activities done on social media sites in the past 3 months, by demographics, June 2013
                                                                • Appendix – Online Engagement

                                                                    • Figure 94: Most popular online activities done in the past 3 months, by demographics, June 2013
                                                                    • Figure 95: Next most popular online activities done in the past 3 months, by demographics, June 2013
                                                                • Appendix – Attitudes towards Children’s Use of Technology

                                                                    • Figure 96: Most popular attitudes towards children’s use of technology, by demographics, June 2013
                                                                    • Figure 97: Next most popular attitudes towards children’s use of technology, by demographics, June 2013

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                                                                Lifestyles of Mums - UK - September 2013

                                                                US $2,648.76 (Excl.Tax)