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Marketing to Moms - US - February 2012

For today’s moms the pressure to “do it all” is as strong as ever. Not only are they more likely to be primary earners in their households, they continue to hold primary responsibility for most parenting duties and household upkeep. As they try to balance the many priorities in their lives, they have an increasingly varied array of resources to call on, from trusted personal contacts like their partners, friends, and parents, to authority figures like doctors and teachers, to brands, and a broad selection of online resources.

This report provides an in-depth analysis of what’s important to moms as they navigate the increasingly complex world of parenting, including:

  • An overview of today’s moms including: trends in demographics, birthrates, marriage statistics, employment statistics, educational attainment, and family arrangements.
  • An examination of how moms spend time during the week, including the reality, their ideal, and their priorities for a hypothetical extra hour in the day.
  • Insight into moms’ and dads’ perceptions of ongoing shifts in who handles various parenting duties and examples of how marketers are adjusting to new realities.
  • Analysis of moms’ online activities.
  • Revealing research on which sources of parenting information and advice moms trust most, including analysis on how Millennial moms differ in this regard from their older counterparts.
  • How becoming a parent changes moms’ purchasing behaviors, priorities, and attitudes.
  • Moms’ greatest parenting concerns and pressures.
  • What moms really want for Mother’s Day.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
            • Executive Summary

                • Moms by the numbers
                  • Figure 1: Birthrate (births per 1,000 women per year), 2003-10
                • No such thing as the typical mom
                  • Birthrates among young women fall sharply
                    • Figure 2: Birthrates (births per 1,000 women per year), by age of mother, 2000-10
                  • More single moms have never been married
                    • Figure 3: Single mothers, by past marital status, 2011
                  • Tough economy accelerates move to multigenerational households
                    • Most moms work, especially moms of school-age kids
                      • Non-working moms can feel guilty not working, but most believe family comes first
                        • Figure 4: Non-working moms’ attitudes concerning decision not to work, December 2011
                      • Ideal weekday would balance care for the kids, family life, and work
                        • Figure 5: How moms spend a typical weekday and an ideal weekday, December 2011
                      • Moms would devote an extra hour to time with family and time alone
                        • Figure 6: How moms would spend an extra hour of the day, December 2011
                      • Moms still getting more social online, but could growth be leveling off?
                        • Moms are using the internet more to get more things done
                          • Figure 7: Moms’ online activities in the last 30 days, 2007-11
                        • How do parents share family responsibilities? Depends on whom you ask
                          • Figure 8: Who handles parenting and household responsibilities, Part I, by gender, December 2011
                        • Moms’ deal-hunting behavior becoming more deeply ingrained
                          • Online shopping continues to gain
                            • Figure 9: Changes in time moms spend on shopping-related activities, December 2011
                          • Offline sources of parenting information still the most relied upon
                            • Millennial moms most likely to rely heavily on their own moms
                              • Figure 10: Moms’ information sources for parenting, by degree of reliance, December 2011
                            • Moms feel more pressure to “do it all”
                              • Simple, personal gestures top most moms’ wish lists
                                • Figure 11: Ideal mother’s day gift, by age, December 2011
                              • What we think
                              • Insights and Opportunities

                                • Millennial moms and their moms
                                  • Moms of tweens and teens
                                    • E-commerce and a changing new-mom retail landscape
                                      • Pinterest: fresh take on branding, new way to connect with moms
                                        • A unique format for sharing interests, ideas, and inspirations
                                        • Inspire Insights

                                            • Trend: Accentuate the Negative
                                              • Trend: Why Buy?
                                              • Moms by the Numbers

                                                • Key points
                                                  • 85 million moms, slow growth projected
                                                    • Figure 12: Female population, by age, 2006-16
                                                  • Birthrate continued to drop after recession
                                                    • Figure 13: Birthrate and births, 2003-10
                                                  • Projections for slow growth in <6 population
                                                    • Figure 14: U.S. population estimates and projections of children aged 5 and younger, 2006-16
                                                • The Demographics of Moms

                                                  • Overview
                                                    • Birthrates among young women fall sharply
                                                      • Figure 15: Birthrates (births per 1,000 women per year), by age of mother, 2000-10
                                                    • Age of first-time mothers on the rise
                                                      • Figure 16: Mean age at first birth, by race/Hispanic origin, 2009
                                                    • Mean age of all moms rose slightly in 2009, likely to rise further
                                                      • Figure 17: Mean age of mothers, 2000-09
                                                    • Marriage rates drop
                                                      • Moms becoming more likely to be unmarried
                                                        • Figure 18: Birthrate among married and unmarried women and percent of all births for unmarried women, 2000-09
                                                      • In spite of sharper decline, birthrate still far higher for Hispanics
                                                        • Figure 19: Birthrate, by race/Hispanic origin, 2000-09
                                                        • Figure 20: Distribution of births, by race and Hispanic origin of mother, 2000-09
                                                        • Figure 21: Households with children by race and Hispanic origin of householder, 2011
                                                      • Today’s moms are better educated
                                                      • Moms and Their Families

                                                        • Key points
                                                          • Continued decline in number of households with kids
                                                            • Figure 22: U.S. Households, by presence of children younger than 18, 2000-11
                                                          • Seven in 10 kids live with two parents, most others live with mother only
                                                            • Older kids less likely to live with two parents
                                                              • Figure 23: Who children live with, by age and presence of parents, 2011
                                                            • More single moms never married
                                                              • Figure 24: Single-mother family groups with children younger than 18, by marital status, 2011
                                                            • Tough economy accelerates move to multigenerational households
                                                              • Figure 25: Percentage of children younger than 18 living with a grandparent, by householder status of grandparent and presence of parents, 2006-10
                                                            • More young parents relying on their parents for support
                                                              • Figure 26: U.S. children living in grandparents' home by presence of parent(s), 2000-11
                                                          • Moms In and Out of the Workforce

                                                            • Key points
                                                              • Most moms work, especially moms of school-age kids
                                                                • Figure 27: Labor force participation rate of women, by age of youngest child, 2001-10
                                                              • Non-working moms can feel guilty about not contributing financially...
                                                                • ...but most believe kids and family come first
                                                                  • Figure 28: Non-working moms’ attitudes concerning decision not to work, December 2010
                                                                • Still, most non-working moms have plans to work in the future
                                                                  • Working moms, especially part-time workers, happier and healthier, according to study
                                                                    • Figure 29: Non-working moms’ future employment plans, April 2010-June 2011
                                                                  • Dads, grandparents take on more childcare duty while mom is at work
                                                                    • Figure 30: Childcare arrangements while mother is at work or school, by age of child, 2005 and 2010
                                                                • A Day in the Life: Time Use for a Typical Weekday

                                                                  • Key points
                                                                    • For moms, taking care of the kids is more time-consuming than work
                                                                      • Figure 31: How parents spend a typical weekday, by gender, December 2011
                                                                    • Older moms gain more time to themselves apart from kids and work
                                                                      • Figure 32: How moms spend a typical weekday, by age, December 2011
                                                                    • More kids doesn’t necessarily mean more time caring for them
                                                                      • Figure 33: How moms spend a typical weekday, by number of children in household, December 2011
                                                                    • Working moms spend 11 hours a day working and caring for kids
                                                                      • Figure 34: How moms spend a typical weekday, by employment status, December 2011
                                                                    • Time attending to kids’ needs drops as kids age
                                                                      • Figure 35: How moms spend a typical weekday, by age of children in household, December 2011
                                                                  • How Moms Would Spend the Ideal Weekday

                                                                    • Key points
                                                                      • Ideal weekday would balance care for the kids, family life, and work
                                                                        • Figure 36: How moms spend a typical weekday, an ideal weekday, and difference, December 2011
                                                                      • Higher-income moms would work less
                                                                        • Figure 37: Difference between how moms spend a typical weekday and an ideal weekday, by household income, December 2011
                                                                      • Working moms would work less, but not cut back on childcare
                                                                        • Figure 38: Difference between how moms spend a typical weekday and an ideal weekday, by employment status, December 2011
                                                                    • How Moms Would Spend an Extra Hour in the Day

                                                                      • Key points
                                                                        • Time with family and time alone top the list
                                                                          • Full-time working moms crave more family time
                                                                            • Figure 39: How moms would spend an extra hour of the day, by employment status, December 2011
                                                                          • Moms of young kids would appreciate more time to themselves
                                                                            • Figure 40: How moms would spend an extra hour of the day, by age of children in household, December 2011
                                                                        • Changes in Time Moms Spend on Family Activities

                                                                          • Key points
                                                                            • Moms prioritize healthy activities
                                                                              • Educational activities hold steady
                                                                                • Video games and movies less of a priority
                                                                                  • Figure 41: Changes in time moms spend on family entertainment and activities, by age, December 2011
                                                                                • Higher-income families likely to be involved in more activities
                                                                                  • Figure 42: Changes in time moms spend on family entertainment and activities, by household income, December 2011
                                                                                • Moms of young kids likely to spend more time on health and education
                                                                                  • Figure 43: Changes in time moms spend on family entertainment and activities, by age of children in household, December 2011
                                                                              • Moms’ Online Activities

                                                                                • Key points
                                                                                  • For moms, media continuing to get more social
                                                                                    • Growth in time spent with social media starting to level off?
                                                                                      • Technology increases access to social media
                                                                                        • Facebook tops all other SNS
                                                                                          • Pinterest captures moms’ interests
                                                                                              • Figure 44: Chobani Greek Yogurt Pinterest pinboards, February 2012
                                                                                              • Figure 45: Changes in time spent on social and traditional media, by age, December 2011
                                                                                            • Moms are using the internet more to get more things done
                                                                                              • Figure 46: Moms’ online activities in the last 30 days, 2007-11
                                                                                          • How Parents Share Family Responsibilities

                                                                                            • Key points
                                                                                              • Who’s taking responsibility? Depends on whom you ask
                                                                                                • It’s nice to share, but sharing isn’t always easy
                                                                                                  • Getting the tone right
                                                                                                    • Moms claim responsibility for shopping, cooking, laundry
                                                                                                      • Figure 47: Who handles parenting and household responsibilities, Part I, by gender, December 2011
                                                                                                    • Disciplining and play more likely to be shared with partner
                                                                                                      • Figure 48: Who handles parenting and household responsibilities, part II, by gender, December 2011
                                                                                                    • Younger moms more likely to share
                                                                                                      • Figure 49: Who handles parenting and household responsibilities, according to moms, Part I, by age, December 2011
                                                                                                      • Figure 50: Who handles parenting and household responsibilities, according to moms, part II, by age, December 2011
                                                                                                  • Changes in Time Spent on Shopping Activities

                                                                                                    • Key points
                                                                                                      • Moms’ deal-hunting behavior becoming more deeply ingrained
                                                                                                        • Coupon redemptions climb
                                                                                                          • Moms’ online shopping continues to gain
                                                                                                            • Amazon courts moms, pulls back
                                                                                                              • Figure 51: Changes in time moms spend on shopping-related activities, by age, December 2011
                                                                                                            • Middle-income moms most likely to spend more time looking for sales
                                                                                                              • Figure 52: Changes in time moms spend on shopping-related activities, by household income, December 2011
                                                                                                          • How Parenthood Changes Purchasing Habits

                                                                                                            • Overview: milestones trigger shifts, force trade-offs
                                                                                                              • A greater focus on value
                                                                                                                • Increased attention to safety, especially among new moms
                                                                                                                  • More planning, less impulse
                                                                                                                    • Nutrition becomes more important
                                                                                                                      • Convenience is a must for many, especially new moms
                                                                                                                        • Brand preferences shift
                                                                                                                          • Figure 53: Changes in purchasing habits since becoming a parent/kids getting older, by age of oldest child, December 2011
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview
                                                                                                                          • Tide ads portray trend toward shared parenting duties
                                                                                                                            • Figure 54: Tide “Triplets Challenge” TV ad, 2011
                                                                                                                            • Figure 55: Tide Free and Gentle “Not it… Just Kidding” TV ad, 2011
                                                                                                                          • Tide also leverages online, social, and cause marketing to connect with moms
                                                                                                                            • Huggies MomInspired grant program targets “mompreneurs”
                                                                                                                              • Huggies puts diapers to the “Dad Test” in Facebook promotion
                                                                                                                                • Figure 56: Huggies “Dad Test – The Game” TV ad, 2012
                                                                                                                                • Figure 57: Huggies “Dad Test – Naptime” TV ad, 2012
                                                                                                                              • Quaker Chewy targets moms with better-for-you story
                                                                                                                                • Figure 58: Quaker Chewy “Big World” TV ad, 2011
                                                                                                                              • Promotional effort focused on afterschool programs
                                                                                                                              • Changes in Time Spent on Meals and Nutrition

                                                                                                                                • Key points
                                                                                                                                  • Moms continue to prioritize home cooking, nutrition
                                                                                                                                    • Moms spending more time reading nutrition labels
                                                                                                                                      • Walmart launches “Great for You,” latest nutrition labeling system
                                                                                                                                          • Figure 59: Changes in time moms spend on activities related to meals and nutrition, by age, December 2011
                                                                                                                                        • Lower-income moms more likely to spend more time cooking at home
                                                                                                                                          • Organic foods still more of a luxury
                                                                                                                                            • Figure 60: Changes in time moms spend on activities related to meals and nutrition, by household income, December 2011
                                                                                                                                        • Sources of Parenting Information

                                                                                                                                          • Key points
                                                                                                                                            • Offline information sources still the most relied upon
                                                                                                                                              • Figure 61: Moms’ information sources for parenting, by degree of reliance, December 2011
                                                                                                                                            • Millennial moms most likely to rely heavily on their own moms
                                                                                                                                              • Figure 62: Moms’ information sources for parenting, by age, Part I, December 2011
                                                                                                                                              • Figure 63: Moms’ information sources for parenting, by age, Part II, December 2011
                                                                                                                                            • Younger moms especially avid information seekers
                                                                                                                                              • Figure 64: Moms’ information sources for parenting, by age of children in household, December 2011
                                                                                                                                          • Family Time, Kids’ Activities, and Technology

                                                                                                                                            • Key points
                                                                                                                                              • Moms value family traditions
                                                                                                                                                • School involvement peaks in elementary school
                                                                                                                                                  • More than half of moms of kids aged 12-17 connect digitally with their kids
                                                                                                                                                    • Figure 65: Moms' behaviors relating to family time, involvement, and technology, by age of children in household, December 2011
                                                                                                                                                • Changes in Financial, Lifestyle, and Emotional Dynamics

                                                                                                                                                  • Key points
                                                                                                                                                    • Moms feel the financial pressure of parenthood
                                                                                                                                                      • Figure 66: Changes in moms’ perceptions of financial stress and security since becoming a parent/kids growing older, by age of oldest child, December 2011
                                                                                                                                                    • More responsibilities, less free time
                                                                                                                                                      • Figure 67: Changes in moms’ perceptions of responsibility, free time, and control since becoming a parent/kids growing older, by age of oldest child, December 2011
                                                                                                                                                    • Relationships benefit, health and appearance suffer
                                                                                                                                                      • Figure 68: Changes in moms’ perceptions of relationships, health, and appearance since becoming a parent/kids growing older, by age of oldest child, December 2011
                                                                                                                                                    • More emotional stress, but optimism as well
                                                                                                                                                      • Figure 69: Changes in moms’ perceptions of emotional wellbeing since becoming a parent/kids growing older, by age of oldest child, December 2011
                                                                                                                                                  • Parenting Concerns

                                                                                                                                                    • Key points
                                                                                                                                                      • Moms especially concerned about threats and economy
                                                                                                                                                        • Lower-income moms more concerned about most issues
                                                                                                                                                          • Figure 70: Moms’ parenting concerns, by household income, December 2011
                                                                                                                                                      • Parenting Pressures

                                                                                                                                                        • Key points
                                                                                                                                                          • More concerns, more pressure for today’s parents
                                                                                                                                                            • Moms feel more pressure to “do it all”
                                                                                                                                                              • Figure 71: Parenting pressures, by gender, December 2011
                                                                                                                                                            • Moms of teenagers particularly attuned to parenting pressure...
                                                                                                                                                              • ...but feel a little less pressure to “do it all”
                                                                                                                                                                • Figure 72: Parenting pressures according to moms, by age of children in household, December 2011
                                                                                                                                                            • Moms’ Values/Qualities/Behavior Priorities for Their Kids

                                                                                                                                                              • Key points
                                                                                                                                                                • Parents value honesty and effort in their kids
                                                                                                                                                                  • Moms especially likely to value communication
                                                                                                                                                                    • Figure 73: Parents’ values/behavior priorities for their kids, by gender, December 2011
                                                                                                                                                                  • Good grades more important for moms of older kids
                                                                                                                                                                    • Figure 74: Moms’ values/behavior priorities for their kids, by age of children in household, December 2011
                                                                                                                                                                  • Kindness, good behavior prioritized over athletics and popularity
                                                                                                                                                                    • Figure 75: Parents’ qualities priorities for their kids, by gender, December 2011
                                                                                                                                                                  • Higher-income moms slightly more likely to value well-rounded kids
                                                                                                                                                                    • Figure 76: Moms’ qualities priorities for their kids, by household income, December 2011
                                                                                                                                                                • Ideal Mother’s Day Gift

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Simple, personal gestures top most moms’ wish lists
                                                                                                                                                                      • Of course, a little jewelry might also go a long way
                                                                                                                                                                        • Figure 77: Ideal Mother’s Day gift, by age, December 2011
                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                      • Marital status and living arrangements
                                                                                                                                                                        • Single moms work more
                                                                                                                                                                          • Figure 78: How moms spend a typical weekday, by marital status and living arrangement, December 2011
                                                                                                                                                                        • Married moms still likely to claim primary or exclusive responsibility for parenting duties
                                                                                                                                                                          • Figure 79: Who handles parenting and household responsibilities, according to moms, Part I, by marital status and living arrangement, December 2011
                                                                                                                                                                          • Figure 80: Who handles parenting and household responsibilities, according to moms, part II, by marital status and living arrangement, December 2011
                                                                                                                                                                        • Single moms more reliant on their own parents for advice and information
                                                                                                                                                                            • Figure 81: Moms’ information sources for parenting, by degree of reliance, by marital status and living arrangement, part I, December 2011
                                                                                                                                                                            • Figure 82: Moms’ information sources for parenting, by degree of reliance, by marital status and living arrangement, part II, December 2011
                                                                                                                                                                          • Parenting concerns weigh more heavily on single moms
                                                                                                                                                                            • Figure 83: Moms’ parenting concerns, by marital status and living arrangement, December 2011
                                                                                                                                                                          • Single moms feel more pressure, wish for even greater involvement in their kids’ lives
                                                                                                                                                                            • Figure 84: Parenting pressures according to moms, by marital status and living arrangement, December 2011
                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                          • How moms spend a typical weekday
                                                                                                                                                                            • Figure 85: How moms spend a typical weekday, by household income, December 2011
                                                                                                                                                                          • How moms would spend an ideal weekday
                                                                                                                                                                            • Figure 86: How moms would spend an ideal weekday, by age, December 2011
                                                                                                                                                                            • Figure 87: How moms would spend an ideal weekday, by household income, December 2011
                                                                                                                                                                            • Figure 88: How moms would spend an ideal weekday, by Number of children in household, December 2011
                                                                                                                                                                            • Figure 89: How moms would spend an ideal weekday, by employment status, December 2011
                                                                                                                                                                            • Figure 90: How moms would spend an ideal weekday, by age of children in household, December 2011
                                                                                                                                                                          • How moms would spend an extra hour of the day
                                                                                                                                                                            • Figure 91: How moms would spend an extra hour of the day, by age, December 2011
                                                                                                                                                                            • Figure 92: How moms would spend an extra hour of the day, by household income, December 2011
                                                                                                                                                                            • Figure 93: How moms would spend an extra hour of the day, by number of children in household, December 2011
                                                                                                                                                                          • Family time, entertainment, and media
                                                                                                                                                                            • Figure 94: Changes in time moms spend on family entertainment and activities, by employment status, December 2011
                                                                                                                                                                            • Figure 95: Changes in time moms spend on family entertainment and activities, by number of children in the household, December 2011
                                                                                                                                                                          • Moms’ online activities
                                                                                                                                                                            • Figure 96: Changes in time moms spend on social and traditional media, by household income, December 2011
                                                                                                                                                                            • Figure 97: Changes in time moms spend on social and traditional media, by number of children in the household, December 2011
                                                                                                                                                                            • Figure 98: Changes in time moms spend on social and traditional media, by employment status, December 2011
                                                                                                                                                                            • Figure 99: Changes in time moms spend on social and traditional media, by age of children in household, December 2011
                                                                                                                                                                            • Figure 100: Moms’ online activities in the last 30 days, by age, April 2010-June 2011
                                                                                                                                                                            • Figure 101: Moms’ online activities in the last 30 days, by Household income, April 2010-June 2011
                                                                                                                                                                            • Figure 102: Moms’ online activities in the last 30 days, by employment status, April 2010-June 2011
                                                                                                                                                                          • Who handles parenting and household responsibilities
                                                                                                                                                                            • Figure 103: Who handles parenting and household responsibilities, according to moms, Part I, by household income, December 2011
                                                                                                                                                                            • Figure 104: Who handles parenting and household responsibilities, according to moms, Part II, by household income, December 2011
                                                                                                                                                                            • Figure 105: Who handles parenting and household responsibilities, according to moms, Part I, by number of children in household, December 2011
                                                                                                                                                                            • Figure 106: Who handles parenting and household responsibilities, according to moms, Part II, by number of children in household, December 2011
                                                                                                                                                                            • Figure 107: Who handles parenting and household responsibilities, according to moms, Part I, by employment status, December 2011
                                                                                                                                                                            • Figure 108: Who handles parenting and household responsibilities, according to moms, Part II, by employment status, December 2011
                                                                                                                                                                            • Figure 109: Who handles parenting and household responsibilities, according to moms, Part I, by age of children in household, December 2011
                                                                                                                                                                            • Figure 110: Who handles parenting and household responsibilities, according to moms, Part II, by age of children in household, December 2011
                                                                                                                                                                          • Who’s taking care of the kids on weekdays
                                                                                                                                                                            • Figure 111: Children’s primary caretaker on weekdays, according to moms, by age, December 2011
                                                                                                                                                                            • Figure 112: Children’s primary caretaker on weekdays, according to moms, by household income, December 2011
                                                                                                                                                                            • Figure 113: Children’s primary caretaker on weekdays, according to moms, by number of children in household, December 2011
                                                                                                                                                                            • Figure 114: Children’s primary caretaker on weekdays, according to moms, by employment status, December 2011
                                                                                                                                                                            • Figure 115: Children’s primary caretaker on weekdays, according to moms, by age of children in household, December 2011
                                                                                                                                                                          • Who’s taking care of the kids on weekends
                                                                                                                                                                            • Figure 116: Children’s primary caretaker on weekends, according to moms, by age, December 2011
                                                                                                                                                                            • Figure 117: Children’s primary caretaker on weekends, according to moms, by household income, December 2011
                                                                                                                                                                            • Figure 118: Children’s primary caretaker on weekends, according to moms, by number of children in household, December 2011
                                                                                                                                                                            • Figure 119: Children’s primary caretaker on weekends, according to moms, by employment status, December 2011
                                                                                                                                                                            • Figure 120: Children’s primary caretaker on weekends, according to moms, by age of children in household, December 2011
                                                                                                                                                                          • Changes in time spent on shopping activities
                                                                                                                                                                            • Figure 121: Changes in time moms spend on shopping-related activities, by number of children in household, December 2011
                                                                                                                                                                            • Figure 122: Changes in time moms spend on shopping-related activities, by employment status, December 2011
                                                                                                                                                                            • Figure 123: Changes in time moms spend on shopping-related activities, by age of children in household, December 2011
                                                                                                                                                                          • Moms, meals, and nutrition
                                                                                                                                                                            • Figure 124: Changes in time moms spend on activities related to meals and nutrition, by number of children in household, December 2011
                                                                                                                                                                            • Figure 125: Changes in time moms spend on activities related to meals and nutrition, by employment status, December 2011
                                                                                                                                                                            • Figure 126: Changes in time moms spend on activities related to meals and nutrition, by age of children in household, December 2011
                                                                                                                                                                          • Parenting information sources
                                                                                                                                                                            • Figure 127: Moms’ information sources for parenting, by household income, December 2011
                                                                                                                                                                            • Figure 128: Moms’ information sources for parenting, by number of children in household, December 2011
                                                                                                                                                                            • Figure 129: Moms’ information sources for parenting, by employment status, December 2011
                                                                                                                                                                          • Family Time/Involvement/Technology
                                                                                                                                                                            • Figure 130: Moms' behaviors relating to family time, involvement, and technology, by age, December 2011
                                                                                                                                                                            • Figure 131: Moms' behaviors relating to family time, involvement, and technology, by household income, December 2011
                                                                                                                                                                            • Figure 132: Moms' behaviors relating to family time, involvement, and technology, by employment status, December 2011
                                                                                                                                                                            • Figure 133: Moms' behaviors relating to family time, involvement, and technology, by number of children in household, December 2011
                                                                                                                                                                          • Parenting concerns
                                                                                                                                                                            • Figure 134: Moms’ parenting concerns, by age, December 2011
                                                                                                                                                                            • Figure 135: Moms’ parenting concerns, by number of children in the household, December 2011
                                                                                                                                                                            • Figure 136: Moms’ parenting concerns, by employment status, December 2011
                                                                                                                                                                            • Figure 137: Moms’ parenting concerns, by age of children in household, December 2011
                                                                                                                                                                          • Parenting pressures
                                                                                                                                                                            • Figure 138: Parenting pressures according to moms, by age, December 2011
                                                                                                                                                                            • Figure 139: Parenting pressures according to moms, by number of children in household, December 2011
                                                                                                                                                                            • Figure 140: Parenting pressures according to moms, by employment status, December 2011
                                                                                                                                                                          • Moms’ values/qualities/behavior priorities for their kids
                                                                                                                                                                            • Figure 141: Moms’ values/behavior priorities for their kids, by age, December 2011
                                                                                                                                                                            • Figure 142: Moms’ values/behavior priorities for their kids, by household income, December 2011
                                                                                                                                                                            • Figure 143: Moms’ values/behavior priorities for their kids, by number of children in household, December 2011
                                                                                                                                                                            • Figure 144: Moms’ values/behavior priorities for their kids, by employment status, December 2011
                                                                                                                                                                            • Figure 145: Moms’ qualities priorities for their kids, by age, December 2011
                                                                                                                                                                            • Figure 146: Moms’ qualities priorities for their kids, by number of children in household, December 2011
                                                                                                                                                                            • Figure 147: Moms’ qualities priorities for their kids, by employment status, December 2011
                                                                                                                                                                            • Figure 148: Moms’ qualities priorities for their kids, by age of children in household, December 2011
                                                                                                                                                                          • Ideal Mother’s Day gifts
                                                                                                                                                                            • Figure 149: Ideal Mother’s Day gift, by household income, December 2011
                                                                                                                                                                            • Figure 150: Ideal Mother’s Day gift, by number of children in household, December 2011
                                                                                                                                                                            • Figure 151: Ideal Mother’s Day gift, by employment status, December 2011
                                                                                                                                                                            • Figure 152: Ideal Mother’s Day gift, by age of children in household, December 2011
                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Amazon North America
                                                                                                                                                                          • American Dietetic Association (ADA)
                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                          • Families And Work Institute, Inc
                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                          • Quaker
                                                                                                                                                                          • Subaru of America, Inc.
                                                                                                                                                                          • Toyota Motor Corporation USA
                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                          • Volkswagen of America, Inc.
                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                          • Whole Foods Market Inc
                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                          Marketing to Moms - US - February 2012

                                                                                                                                                                          £3,199.84 (Excl.Tax)