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Marketing to Moms - US - September 2013

“In addition to advertising overexposure, moms are confronted with issues such as safety, childhood bullying, health and nutrition, and the influence of social media. Understanding moms’ top concerns as they relate to her children—and her aspirations for them—can help brands tailor messaging that will resonate with moms and assist with solutions.”

– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst

This report will address the following areas:

  • How do moms feel about their children and social media?
  • What do moms worry about the most when it comes to their children?
  • What do moms want most for their children?

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Table of contents

  1. Scope and Themes

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

                  • The mom market
                      • Figure 1: Total population, births by race/Hispanic origin of mother, and births, 2011
                    • The mom economy
                      • Figure 2: Moms’ buying power, 2002, 2008, 2011
                    • The mom consumer
                      • Moms are online making purchases and influencing others
                        • Figure 3: Moms’ online activities related to family in the past three months, July 2013
                      • Moms’ purchases are most likely to be influenced by their children
                        • Figure 4: Moms’ top overall purchase influencers when buying for children, July 2013
                      • Moms look for opportunities to relax
                        • Figure 5: How moms spend and would like to spend their personal free time, July 2013
                      • Moms most concerned with child safety; happiness and finances follow
                        • Figure 6: Moms’ top five concerns over children’s wellbeing, July 2013
                      • Moms want their kids to be confident, to achieve academically
                        • Figure 7: Moms’ top five aspirations for child, July 2013
                      • Moms – particularly Millennial moms – prioritize raising children over career success
                        • Moms stay involved in their kids’ lives – particularly their online lives
                          • Figure 8: Moms’ attitudes about involvement with kids and kids’ influence, July 2013
                        • What we think
                        • Issues and Insights

                            • How do moms feel about their children and social media?
                              • The issues:
                                • The implications:
                                  • What do moms worry about the most when it comes to their children?
                                    • The issues:
                                      • The implications:
                                        • What do moms want most for their children?
                                          • The issues:
                                            • The implications:
                                            • Trend Application

                                                • Inspire Trend: Factory Fear
                                                  • Inspire Trend: Objectify
                                                    • Mintel Futures: East Meets West
                                                    • Moms by the Numbers

                                                      • Key points
                                                        • U.S. moms number 85.4 million
                                                          • Figure 9: Total U.S. population of women, by age, 2007-17
                                                        • Number of births and fertility rate in decline, increase may be on horizon
                                                          • Figure 10: Annual births and birthrate, 2002-12
                                                          • Figure 11: Population of children, by age groups, 2008-18
                                                      • Demographics of Moms

                                                        • Key points
                                                          • First-time moms – and moms overall – are older
                                                              • Figure 12: Mean age first birth and mean age of mothers, 1980-2010
                                                            • Still, majority of new moms are aged 20-29
                                                              • Figure 13: Distribution of births, by age of mother and live-birth order, 2011
                                                            • New Hispanic and black moms’ median age is about three years younger than whites
                                                              • Figure 14: Mean age at first birth, by race/Hispanic origin, 1990-2010
                                                            • Non-Hispanic white moms account for a majority of moms—for now
                                                              • Figure 15: Total population, births by race/Hispanic origin of mother, and births, 2011
                                                            • More unmarried mothers
                                                                • Figure 16: Births by marital status of mother, 2001-11
                                                              • Minorities, less educated, and lower-income mothers more likely unmarried
                                                                • Figure 17: Births to unmarried mothers as a share of births to all mothers, by race and Hispanic origin of mother, 2011
                                                              • Married, unmarried mothers’ income gap
                                                                  • Figure 18: Household income of mothers, by marital status, 2011
                                                              • The Mom Economy

                                                                • Key points
                                                                  • Moms are an economic force with $2.4 trillion buying power
                                                                    • Figure 19: Moms’ estimated buying power, 2002, 2008, 2011
                                                                  • Moms are working, earning more, providing for households
                                                                      • Figure 20: Employment status of mothers with own children younger than 18, by age of youngest child, 2012
                                                                  • Moms’ Parenting Situation

                                                                    • Key points
                                                                      • Two thirds of children live with married parents; one quarter with mom only
                                                                          • Figure 21: Who children live with, by race and Hispanic origin, 2012
                                                                        • Today’s single moms are more varied in background
                                                                          • Figure 22: Moms’ parenting situation, July 2013
                                                                        • Youngest and oldest moms least likely to be married
                                                                          • Figure 23: Moms’ parenting situation, by age, July 2013
                                                                      • Innovations and Innovators

                                                                        • Innovations in safety
                                                                          • For the new mom (children aged 0-1)
                                                                            • Moms of toddlers and preschoolers (children aged 2-5)
                                                                              • Moms of elementary kids and young teens (children aged 6-14)
                                                                                • Other innovations
                                                                                  • Afterschool engagement
                                                                                    • Innovative afterschool programs
                                                                                      • Kids Kritics Approved Seal
                                                                                        • Convenience for moms
                                                                                          • The Prowl offers moms the social aspect moms enjoy with online convenience
                                                                                          • Marketing Strategies

                                                                                            • Overview
                                                                                              • Safety – online and offline
                                                                                                • Parents rely on word-of-mouth, bloggers to feature trustworthy products
                                                                                                  • Independent testing and certification of safety
                                                                                                    • Subaru insures reliability, teen safety while in the driver’s seat
                                                                                                      • Figure 24: Subaru, “Teenager” TV ad, 2013
                                                                                                    • Confidence, happiness, and anti-bullying
                                                                                                      • Finances
                                                                                                        • Kmart’s message of moms’ financial responsibility, back-to-school fashion for kids
                                                                                                          • Figure 25: Kmart “Back to School Layaway-Yo Mama” TV ad, 2013
                                                                                                        • Saving for college
                                                                                                          • Figure 26: Edward Jones, saving for college print Ad, 2013
                                                                                                          • Figure 27: The White House College Scorecard website, 2013
                                                                                                        • BMO Harris Bank offers tools to teach kids about checking and savings
                                                                                                          • Figure 28: BMO Harris Bank “Money Tree” TV ad, 2013
                                                                                                        • Education
                                                                                                          • K12 caters to kids who struggle – as well as those who excel
                                                                                                            • Figure 29: K12 informational TV ad-targeted at parents, July, 2012
                                                                                                            • Figure 30: K12 informational TV ad-targeted at kids, July, 2012
                                                                                                          • Messaging that implies academic achievement through nutrition
                                                                                                            • Figure 31: Kellogg’s Frosted Mini Wheats, feed their full potential, website, July, 2013
                                                                                                          • Brands supporting teachers appeal to mothers
                                                                                                            • Technology – not just for games
                                                                                                              • Figure 32: Amazon Kindle Fire print ad, 2013
                                                                                                              • Figure 33: Amazon Kindle Fire HD Free Time TV Commercial, 2013
                                                                                                            • Box Tops for Education
                                                                                                              • Figure 34: Betty Crocker Box Tops for Education contest, 2013
                                                                                                            • Health – nutrition and exercise
                                                                                                              • Companies support active kids, healthy lifestyles
                                                                                                                • Exercise – Let’s Move spawns a variety of other active kids’ programs
                                                                                                                  • Brands promote health awareness (and offer freebies)
                                                                                                                      • Figure 35: Jamba Kids Day, free smoothie, blog post ad, 2013
                                                                                                                    • Oscar Mayer helps moms say “yes”
                                                                                                                      • Figure 36: Oscar Mayer Selects “It’s Yes Food” TV ad, 2013
                                                                                                                      • Figure 37: Oscar Mayer Selects print Ad, 2013
                                                                                                                    • Brands tout moms’ approval through labels, focus on extra protection, child nutrition
                                                                                                                      • Convenience
                                                                                                                        • On-the-go moms need convenient breakfast options
                                                                                                                          • Figure 38: Kellogg’s Eggo Waffle “What kind of Drizzler do you have?” print ad, 2013
                                                                                                                      • Moms’ Online Activities Related to Family

                                                                                                                        • Key points
                                                                                                                          • Moms are online – making purchases and influencing others
                                                                                                                            • Purchasing
                                                                                                                              • Social networking
                                                                                                                                • Seeking advice
                                                                                                                                  • Figure 39: Moms’ online activities related to family in the past three months, July 2013
                                                                                                                                • Millennial moms use the internet to plan activities, research
                                                                                                                                  • Figure 40: Moms’ online activities related to family in the past three months, by generation, July 2013
                                                                                                                                • Moms’ demographics, family situation impact online activities
                                                                                                                                • Moms’ Purchase Influencers

                                                                                                                                  • Key points
                                                                                                                                    • Overall, children are the strongest influence
                                                                                                                                      • Figure 41: Moms’ purchase influencers when shopping for child(ren), July 2013
                                                                                                                                    • Social network influence stronger among younger moms
                                                                                                                                      • Figure 42: Moms’ social media website use and frequency, by age, January 2012 -March 2013
                                                                                                                                    • Younger moms active posters, attentive to reviews, product followers
                                                                                                                                      • Figure 43: Moms’ attitudes toward social media, by age, January 2012 -March 2013
                                                                                                                                    • Youngest moms most receptive to internet advertising
                                                                                                                                      • Figure 44: Frequency of various forms of internet advertising leading moms to a purchase, by age, January 2012 -March 2013
                                                                                                                                    • Older moms most likely influenced by their (older) children
                                                                                                                                      • It takes a community – physical and virtual – to raise a child
                                                                                                                                          • Figure 45: Moms’ purchase influencers when shopping for child(ren), by generation, July 2013
                                                                                                                                        • Food and drink
                                                                                                                                            • Figure 46: Moms’ food and drink purchase influencers, July 2013
                                                                                                                                          • Clothes and shoes
                                                                                                                                            • Figure 47: Moms’ clothes and shoes purchase influencers, July 2013
                                                                                                                                          • Toys and games
                                                                                                                                            • Figure 48: Moms’ toys and games purchase influencers, July 2013
                                                                                                                                          • Soon-to-be and new moms view different types of magazines
                                                                                                                                              • Figure 49: Magazines read or viewed in the last six months, among women expecting their first child in the next 12 months, January 2012 -March 2013
                                                                                                                                              • Figure 50: Magazines read or viewed in the last six months, among new moms, January 2012 -March 2013
                                                                                                                                          • How Moms Spend Personal Free Time

                                                                                                                                            • Key points
                                                                                                                                              • Moms desire “me time”
                                                                                                                                                • Figure 51: How moms spend and would like to spend their personal free time, July 2013
                                                                                                                                              • Millennial moms online, Baby Boomer moms have more free time
                                                                                                                                                • Baby Boomer moms need encouragement to be active
                                                                                                                                                  • Figure 52: How moms spend their personal free time, by generation, July 2013
                                                                                                                                                  • Figure 53: Exercise regularly in the last 12 months, by moms’ age, January 2012 -March 2013
                                                                                                                                                • Kids’ ages impact how moms spend their free time
                                                                                                                                                  • Figure 54: How moms spend their personal free time (low- cost/low-energy activities), by ages of kids, July 2013
                                                                                                                                                • New moms spend time exercising, despite caring for a newborn
                                                                                                                                                  • Moms of elementary kids find some free time
                                                                                                                                                    • Figure 55: How moms spend their personal free time (higher-cost/higher-energy activities), by ages of kids, July 2013
                                                                                                                                                  • Younger moms are staying home – but when they go out, it’s adults only
                                                                                                                                                      • Figure 56: Moms’ past 12 month leisure activity participation, by age, January 2012 -March 2013
                                                                                                                                                    • Sound of music hits a chord among young moms, reading and cooking not so much
                                                                                                                                                      • Figure 57: Moms’ past 12 month hobby participation, by age, January 2012 -March 2013
                                                                                                                                                  • Moms’ Top Concerns

                                                                                                                                                    • Key points
                                                                                                                                                      • Moms most concerned with child safety; happiness and finances follow
                                                                                                                                                        • Figure 58: Moms’ top concerns for their child’s wellbeing, July 2013
                                                                                                                                                      • Safety first
                                                                                                                                                        • Buying happiness?
                                                                                                                                                            • Figure 59: Moms’ top concerns for their child’s wellbeing, by generation, July 2013
                                                                                                                                                          • What is safe?
                                                                                                                                                              • Figure 60: Moms’ top concerns for their child’s wellbeing, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
                                                                                                                                                            • Mean ranking of concerns generally reflects top worries
                                                                                                                                                              • Figure 61: Moms’ top concerns for their child’s wellbeing—mean ranking, July 2013
                                                                                                                                                          • Moms’ Top Aspirations for Child

                                                                                                                                                            • Key points
                                                                                                                                                              • Confidence, academics, and good behavior are top aspirations
                                                                                                                                                                • Moms want their kids to be confident, academic achievement follows
                                                                                                                                                                  • Moms need to teach their kids desired behaviors
                                                                                                                                                                    • Moms’ priorities for their kids don’t always align with what kids want for themselves
                                                                                                                                                                      • Figure 62: Moms’ top aspirations for child, July 2013
                                                                                                                                                                    • Overall, moms of different generations have similar aspirations
                                                                                                                                                                      • Figure 63: Moms' top aspirations for child, by generation, July 2013
                                                                                                                                                                  • Moms’ Attitudes toward Parenting

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Eight in 10 agree raising their children is more important than career
                                                                                                                                                                        • Figure 64: Moms’ attitudes toward parenting, July 2013
                                                                                                                                                                      • Millennial women don’t want to sacrifice family for career
                                                                                                                                                                        • Younger Millennial moms feeling pretty good about their parenting skills
                                                                                                                                                                          • Figure 65: Moms’ attitudes toward parenting, by generation, July 2013
                                                                                                                                                                        • Moms of young teens begin to think beyond
                                                                                                                                                                          • Moms of teens least likely to be raising their kids the same way they were raised
                                                                                                                                                                            • Figure 66: Moms’ attitudes toward parenting, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
                                                                                                                                                                          • Moms stay involved in their kids’ lives – particularly their online lives
                                                                                                                                                                              • Figure 67: Moms’ attitudes about involvement with kids and kids’ influence, July 2013
                                                                                                                                                                            • Gen X and Baby Boomer moms look to their kids for help with tech
                                                                                                                                                                              • Figure 68: Moms’ attitudes about involvement with kids and kids’ influence, by generation, July 2013
                                                                                                                                                                            • Moms of teenagers influenced by and learn from their kids
                                                                                                                                                                              • Figure 69: Moms’ attitudes about involvement with kids and kids’ influence, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Moms’ parenting situation
                                                                                                                                                                                • Figure 70: Moms’ parenting situation, by race/Hispanic origin, July 2013
                                                                                                                                                                              • Moms’ online activities related to family
                                                                                                                                                                                • Figure 71: Moms’ online activities related to family in the past three months, by race, July 2013
                                                                                                                                                                                • Figure 72: Moms’ online activities related to family in the past three months, by Hispanic origin, July 2013
                                                                                                                                                                              • Moms’ purchase influencers
                                                                                                                                                                                • Figure 73: Moms’ purchase influencers when shopping for child(ren), by race, July 2013
                                                                                                                                                                                • Figure 74: Moms’ purchase influencers when shopping for child(ren), by Hispanic origin, July 2013
                                                                                                                                                                              • How moms spend personal free time
                                                                                                                                                                                  • Figure 75: How moms spend their personal free time, by race, July 2013
                                                                                                                                                                                • Moms’ top concerns
                                                                                                                                                                                    • Figure 76: Moms’ top concerns for their child’s wellbeing, by race, July 2013
                                                                                                                                                                                  • Moms’ attitudes toward parenting
                                                                                                                                                                                    • Figure 77: Moms’ attitudes toward parenting, by race, July 2013
                                                                                                                                                                                • Appendix – Other Useful Tables

                                                                                                                                                                                    • Figure 78: Annual births, 2002-12
                                                                                                                                                                                    • Figure 79: Fertility rate*, 2002-12
                                                                                                                                                                                    • Figure 80: Annual births, by race and Hispanic origin of mother, 2001-11
                                                                                                                                                                                    • Figure 81: Fertility rate*, by race and Hispanic origin of mother, 2001-11
                                                                                                                                                                                    • Figure 82: Mean age at first birth, 1980-2010
                                                                                                                                                                                    • Figure 83: Mean age of mothers, 1980-2010
                                                                                                                                                                                    • Figure 84: Births, by live-birth order and age of mother, 2011
                                                                                                                                                                                    • Figure 85: Distribution of births, by age of mother and live-birth order, 2011
                                                                                                                                                                                • Appendix – Moms’ Parenting Situation

                                                                                                                                                                                    • Figure 86: Moms’ parenting situation, by household income, July 2013
                                                                                                                                                                                    • Figure 87: Moms’ parenting situation, by generation, July 2013
                                                                                                                                                                                    • Figure 88: Moms’ parenting situation, by number of children, July 2013
                                                                                                                                                                                • Appendix – Moms’ Online Activities Related to Family

                                                                                                                                                                                    • Figure 89: Moms’ online activities related to family in the past three months, by age, July 2013
                                                                                                                                                                                    • Figure 90: Moms’ online activities related to family in the past three months, by household income, July 2013
                                                                                                                                                                                    • Figure 91: Moms’ online activities related to family in the past three months, by marital status, July 2013
                                                                                                                                                                                    • Figure 92: Moms’ online activities related to family in the past three months, by employment status, July 2013
                                                                                                                                                                                    • Figure 93: Moms’ online activities related to family in the past three months, by region, July 2013
                                                                                                                                                                                    • Figure 94: Moms’ online activities related to family in the past three months, by number of children, July 2013
                                                                                                                                                                                    • Figure 95: Moms’ online activities related to family in the past three months, by kids aged 0-1, 2-3, and 4-5, July 2013
                                                                                                                                                                                    • Figure 96: Moms’ online activities related to family in the past three months, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
                                                                                                                                                                                    • Figure 97: Moms’ online activities related to family in the past three months by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
                                                                                                                                                                                    • Figure 98: Moms’ online activities related to family in the past three months, by parenting situation, July 2013
                                                                                                                                                                                • Appendix – Moms’ Purchase Influencers

                                                                                                                                                                                    • Figure 99: Moms’ purchase influencers when shopping for child(ren), by age, July 2013
                                                                                                                                                                                    • Figure 100: Moms’ purchase influencers when shopping for child(ren), by household income, July 2013
                                                                                                                                                                                    • Figure 101: Moms’ purchase influencers when shopping for child(ren), by marital status, July 2013
                                                                                                                                                                                    • Figure 102: Moms’ purchase influencers when shopping for child(ren), by employment status, July 2013
                                                                                                                                                                                    • Figure 103: Moms’ purchase influencers when shopping for child(ren), by region, July 2013
                                                                                                                                                                                    • Figure 104: Moms’ purchase influencers when shopping for child(ren), by number of children, July 2013
                                                                                                                                                                                    • Figure 105: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-1, 2-3, and 4-5, July 2013
                                                                                                                                                                                    • Figure 106: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
                                                                                                                                                                                    • Figure 107: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
                                                                                                                                                                                • Appendix – Moms and Social Media, Magazines Read

                                                                                                                                                                                    • Figure 108: Moms’ social media website use and frequency, by household income, January 2012 -March 2013
                                                                                                                                                                                    • Figure 109: Moms’ social media website use and frequency, by race/Hispanic origin, January 2012 -March 2013
                                                                                                                                                                                    • Figure 110: Moms’ attitudes toward social media, by household income, January 2012 -March 2013
                                                                                                                                                                                    • Figure 111: Moms’ attitudes toward social media, by race/Hispanic origin, January 2012 -March 2013
                                                                                                                                                                                    • Figure 112: Magazines read or looked at in the last six months, by expectant women, new moms, second child born, and oldest child enters school, January 2012-March 2013
                                                                                                                                                                                • Appendix – How Moms Spend Personal Free Time

                                                                                                                                                                                    • Figure 113: How moms spend their personal free time, by age, July 2013
                                                                                                                                                                                    • Figure 114: How moms spend their personal free time, by household income, July 2013
                                                                                                                                                                                    • Figure 115: How moms spend their personal free time, by Hispanic origin, July 2013
                                                                                                                                                                                    • Figure 116: How moms spend their personal free time, by marital status, July 2013
                                                                                                                                                                                    • Figure 117: How moms spend their personal free time, by employment status, July 2013
                                                                                                                                                                                    • Figure 118: How moms spend their personal free time, by region, July 2013
                                                                                                                                                                                    • Figure 119: How moms spend their personal free time, by number of children, July 2013
                                                                                                                                                                                    • Figure 120: How moms spend their personal free time, by kids aged 0-1, 2-3, and 4-5, July 2013
                                                                                                                                                                                    • Figure 121: How moms spend their personal free time, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
                                                                                                                                                                                    • Figure 122: How moms spend their personal free time, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
                                                                                                                                                                                    • Figure 123: How moms spend their personal free time, by parenting situation, July 2013
                                                                                                                                                                                    • Figure 124: Moms’ past 12 month leisure activity participation, by household income, January 2012 -March 2013
                                                                                                                                                                                    • Figure 125: Moms’ past 12 month leisure activity participation, by race/Hispanic origin, January 2012 -March 2013
                                                                                                                                                                                    • Figure 126: Moms’ past 12 month hobby participation, by household income, January 2012 -March 2013
                                                                                                                                                                                    • Figure 127: Moms’ past 12 month hobby participation, by race/Hispanic origin, January 2012 -March 2013
                                                                                                                                                                                • Appendix – How Moms Would Like to Spend Their Personal Free Time

                                                                                                                                                                                    • Figure 128: How moms would like to spend their personal free time, by age, July 2013
                                                                                                                                                                                    • Figure 129: How moms would like to spend their personal free time, by household income, July 2013
                                                                                                                                                                                    • Figure 130: How moms would like to spend their personal free time, by race, July 2013
                                                                                                                                                                                    • Figure 131: How moms would like to spend their personal free time, by Hispanic origin, July 2013
                                                                                                                                                                                    • Figure 132: How moms would like to spend their personal free time, by marital status, July 2013
                                                                                                                                                                                    • Figure 133: How moms would like to spend their personal free time, by employment status, July 2013
                                                                                                                                                                                    • Figure 134: How moms would like to spend their personal free time, by region, July 2013
                                                                                                                                                                                    • Figure 135: How moms would like to spend their personal free time, by number of children, July 2013
                                                                                                                                                                                    • Figure 136: How moms would like to spend their personal free time, by generation, July 2013
                                                                                                                                                                                    • Figure 137: How moms would like to spend their personal free time, by kids aged 0-1, 2-3, and 4-5, July 2013
                                                                                                                                                                                    • Figure 138: How moms would like to spend their personal free time, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
                                                                                                                                                                                    • Figure 139: How moms would like to spend their personal free time, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
                                                                                                                                                                                    • Figure 140: How moms would like to spend their personal free time, by parenting situation, July 2013
                                                                                                                                                                                • Appendix – Moms’ Top Concerns

                                                                                                                                                                                    • Figure 141: Moms’ top concerns for their child’s wellbeing, by age, July 2013
                                                                                                                                                                                    • Figure 142: Moms’ top concerns for their child’s wellbeing, by household income, July 2013
                                                                                                                                                                                    • Figure 143: Moms’ top concerns for their child’s wellbeing, by Hispanic origin, July 2013
                                                                                                                                                                                    • Figure 144: Moms’ top concerns for their child’s wellbeing, by marital status, July 2013
                                                                                                                                                                                    • Figure 145: Moms’ top concerns for their child’s wellbeing, by employment status, July 2013
                                                                                                                                                                                    • Figure 146: Moms’ top concerns for their child’s wellbeing, by region, July 2013
                                                                                                                                                                                    • Figure 147: Moms’ top concerns for their child’s wellbeing, by number of children, July 2013
                                                                                                                                                                                    • Figure 148: Moms’ top concerns for their child’s wellbeing, by kids aged 0-1, 2-3, and 4-5, July 2013
                                                                                                                                                                                    • Figure 149: Moms’ top concerns for their child’s wellbeing, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
                                                                                                                                                                                    • Figure 150: Moms’ top concerns for their child’s wellbeing, by parenting situation, July 2013
                                                                                                                                                                                    • Figure 151: Moms’ top concerns for their child’s wellbeing, by number of activities moms do in their personal free time, July 2013
                                                                                                                                                                                • Appendix – Moms’ Top Aspirations for Child

                                                                                                                                                                                    • Figure 152: Moms' top aspirations for child, by age, July 2013
                                                                                                                                                                                    • Figure 153: Moms' top aspirations for child, by household income, July 2013
                                                                                                                                                                                    • Figure 154: Moms' top aspirations for child, by race, July 2013
                                                                                                                                                                                    • Figure 155: Moms' top aspirations for child, by Hispanic origin, July 2013
                                                                                                                                                                                    • Figure 156: Moms' top aspirations for child, by marital status, July 2013
                                                                                                                                                                                    • Figure 157: Moms' top aspirations for child, by employment status, July 2013
                                                                                                                                                                                    • Figure 158: Moms' top aspirations for child, by region, July 2013
                                                                                                                                                                                    • Figure 159: Moms' top aspirations for child, by number of children, July 2013
                                                                                                                                                                                    • Figure 160: Moms' top aspirations for child, by kids aged 0-1, 2-3, and 4-5, July 2013
                                                                                                                                                                                    • Figure 161: Moms' top aspirations for child, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
                                                                                                                                                                                    • Figure 162: Moms' top aspirations for child, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
                                                                                                                                                                                    • Figure 163: Moms' top aspirations for child, by parenting situation, July 2013
                                                                                                                                                                                    • Figure 164: Moms' top aspirations for child, by number of activities moms do in their personal free time, July 2013
                                                                                                                                                                                • Appendix – Moms’ Attitudes Toward Parenting

                                                                                                                                                                                    • Figure 165: Moms’ attitudes toward parenting, by age, July 2013
                                                                                                                                                                                    • Figure 166: Moms’ attitudes toward parenting, by household income, July 2013
                                                                                                                                                                                    • Figure 167: Moms’ attitudes toward parenting, by Hispanic origin, July 2013
                                                                                                                                                                                    • Figure 168: Moms’ attitudes toward parenting, by marital status, July 2013
                                                                                                                                                                                    • Figure 169: Moms’ attitudes toward parenting, by employment status, July 2013
                                                                                                                                                                                    • Figure 170: Moms’ attitudes toward parenting, by region, July 2013
                                                                                                                                                                                    • Figure 171: Moms’ attitudes toward parenting, by number of children, July 2013
                                                                                                                                                                                    • Figure 172: Moms’ attitudes toward parenting, by kids aged 0-1, 2-3, and 4-5, July 2013
                                                                                                                                                                                    • Figure 173: Moms’ attitudes toward parenting, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
                                                                                                                                                                                    • Figure 174: Moms’ attitudes toward parenting, by parenting situation, July 2013
                                                                                                                                                                                • Appendix – Moms’ Attitudes About Involvement With Kids

                                                                                                                                                                                    • Figure 175: Moms’ attitudes about involvement with kids and kids’ influence, by age, July 2013
                                                                                                                                                                                    • Figure 176: Moms’ attitudes about involvement with kids and kids’ influence, by household income, July 2013
                                                                                                                                                                                    • Figure 177: Moms’ attitudes about involvement with kids and kids’ influence, by race, July 2013
                                                                                                                                                                                    • Figure 178: Moms’ attitudes about involvement with kids and kids’ influence, by Hispanic origin, July 2013
                                                                                                                                                                                    • Figure 179: Moms’ attitudes about involvement with kids and kids’ influence, by marital status, July 2013
                                                                                                                                                                                    • Figure 180: Moms’ attitudes about involvement with kids and kids’ influence, by employment status, July 2013
                                                                                                                                                                                    • Figure 181: Moms’ attitudes about involvement with kids and kids’ influence, by region, July 2013
                                                                                                                                                                                    • Figure 182: Moms’ attitudes about involvement with kids and kids’ influence, by number of children, July 2013
                                                                                                                                                                                    • Figure 183: Moms’ attitudes about involvement with kids and kids’ influence, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
                                                                                                                                                                                    • Figure 184: Moms’ attitudes about involvement with kids and kids’ influence, by parenting situation, July 2013
                                                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                                  Marketing to Moms - US - September 2013

                                                                                                                                                                                  £3,277.28 (Excl.Tax)