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Marketing to Moms - US - September 2014

“The modern mom utilizes an assortment of tools and resources to research products and make purchases; most prominent among them is her smartphone, but her arsenal also includes social media, family and friends, and experts. As the Millennial generation settles into its prime childbearing years, brands must keep tabs on the shifting preferences and attitudes of this generation to effectively target the modern mom.”
- Lauren Bonetto, Lifestyles & Leisure Analyst

This report looks at the following issues:

  • The discrepancies between moms and dads in time devoted to work, household duties, childcare, and leisure
  • Pressure to be a “super mom”
  • Brand loyalty and purchase influencers

 

While moms have been dedicating more hours to working outside the home, the time they spend on household duties has not decreased at the same pace. Studies have shown that moms continue to spend more hours than dads on childcare and household duties and that they have less leisure time on the weekends. While moms of the past likely felt the need for change, Millennial moms may be the generation to finally demand progress on the home front.

The issues:

  • A Pew Research Center study released in 2013 analyzed the number of hours moms and dads spent on paid work, housework, and childcare in 1965 and 2011. Researchers observed a significant convergence of the traditional gender roles; however, mothers continue to shoulder a disproportionate share of household and childcare duties, even in dual-income households. 
  • Though dads are dedicating more time to housework and childcare than they were in the 1960s, moms today still spend roughly twice as much time as dads on these duties each week.

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Table of contents

  1. Scope and Themes

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

                      • US moms
                        • Moms’ buying power
                          • Working moms
                            • Marketing strategies
                              • The consumer
                                • Social media use
                                  • Figure 1: Moms’ social media use – social use, May 2014
                                • Qualities of a “good mother”
                                  • Figure 2: Very/somewhat important qualities of a “good mother,” May 2014
                                • Attitudes toward parenting and discipline
                                  • Figure 3: Moms’ attitudes toward strictness and discipline, by generations, May 2014
                                • Perceived trustworthiness of information sources
                                  • Figure 4: Perceived trustworthiness of information sources, May 2014
                                • Brand loyalty and purchase influencers
                                  • Figure 5: Brand loyalty in food and drink purchases, net: “always” or “usually” buy same brand, May 2014
                                  • Figure 6: Brand loyalty in non-food and drink purchases, net: “always” or “usually” buy same brand, May 2014
                                • What we think
                                • Issues and Insights

                                    • Hours spent on leisure, household duties unequal between moms, dads
                                      • The issues:
                                        • Figure 7: Average number of hours spent per week on paid work, housework, and childcare, moms versus dads, 1965 versus 2011
                                        • Figure 8: Average number of hours spent per day on housework, childcare, and leisure, weekday versus weekend day, moms versus dads, 2003-12
                                      • The implications:
                                        • Pressure to be a “super mom”
                                          • The issues:
                                            • The implications:
                                              • The majority of moms are not brand loyal
                                                • The issues:
                                                  • The implications:
                                                  • Trend Application

                                                      • Trend: Slow It All Down
                                                        • Trend: The Real Thing
                                                          • Trend: Help Me Help Myself
                                                          • Birthrate and Trends

                                                            • Key points
                                                              • US fertility rate hits new record low in 2013
                                                                  • Figure 9: Annual births and fertility rate, 2003-13*
                                                                  • Figure 10: Population by age, 2009-19
                                                                • Non-Hispanic White mothers account for majority of births, have lowest fertility rate
                                                                  • Figure 11: Births, by race and Hispanic origin of mother, 2003-13*
                                                                  • Figure 12: Fertility rate, by race and Hispanic origin, 2003-13*
                                                                • More than three quarters of births to women aged 20-34
                                                                  • Figure 13: Distribution of births, by age of mother, 2013
                                                                • Teen birthrate continues to decline
                                                                • Innovations and Innovators

                                                                  • Theme: Entertainment and activities
                                                                    • Google apps for kids
                                                                      • Elmer’s Early Learners
                                                                          • Figure 14: Elmer’s, “Elmer’s Early Learners Glue Stick and Glue Pen,” Television Ad, 2013
                                                                          • Figure 15: Elmer’s, Website Screenshot – Early Learners Products, 2014
                                                                        • Theme: Convenience
                                                                          • CluckCluck app
                                                                            • Figure 16: CluckCluck, Website Screenshot, 2014
                                                                          • Baby Brezza Formula Pro
                                                                            • Figure 17: Baby Brezza, “Formula Pro How to: Daily Usage,” How-to Video, 2013
                                                                            • Figure 18: Baby Brezza, Print Ad, 2014
                                                                          • Theme: Monitoring
                                                                            • Sproutling Baby Monitor
                                                                                • Figure 19: Sproutling, “Introducing the Sproutling Baby Monitor,” Online Video, 2014
                                                                                • Figure 20: Sproutling, Website Screenshot, 2014
                                                                              • Mevoked online tracking
                                                                                • Tykester mobile app
                                                                                  • Figure 21: Tykester, Website Screenshot, 2014
                                                                                • Theme: Exercise
                                                                                  • LeapFrog LeapBand
                                                                                    • Figure 22: LeapFrog, “LeapBand from LeapFrog is Fit Made Fun!,” Online Video, 2014
                                                                                    • Figure 23: LeapFrog, Website Screenshot, 2014
                                                                                  • X-Doria KidFit
                                                                                    • Figure 24: X-Doria, “KidFit – Wireless Fitness & Sleep Tracker for Kids,” Online Video, 2014
                                                                                    • Figure 25: X-Doria, Website Screenshot, 2014
                                                                                  • Theme: Keeping families connected
                                                                                    • DinnerTime app
                                                                                        • Figure 26: DinnerTime, Website Screenshot, 2014
                                                                                      • Mini Hug mobile app
                                                                                      • Marketing Strategies

                                                                                        • Overview of the brand landscape
                                                                                          • Theme: Natural (and Effective) Products
                                                                                            • Sea-Band – Sea-Band Mama
                                                                                              • Figure 27: Sea-Band, “Pregnancy Morning Sickness? Drug Free Ways to Reduce Nausea During Pregnancy,” Television Ad, 2014
                                                                                            • Plum Organics and Target – Made to Matter Program
                                                                                              • Figure 28: Plum Organics, “Plum Organics: Handpicked by Target for Made to Matter,” Television Ad, 2014
                                                                                              • Figure 29: Target, “Made to Matter, handpicked by Target – Extended Version,” Television Ad, 2014
                                                                                              • Figure 30: Target, “Made to Matter Baby,” Television Ad, 2014
                                                                                            • Method – Clean Happy
                                                                                              • Figure 31: Method “Clean Happy – The Movie Trailer”, Television Ad, 2014
                                                                                              • Figure 32: Method, Online Ad, 2014
                                                                                            • The Honest Company – #HonestMom
                                                                                              • Figure 33: The Honest Company, “An #HonestMom Commercial,” Television AD, 2014
                                                                                              • Figure 34: The Honesty Company, Website Screenshot – Subscription Service, 2014
                                                                                            • Gap – Organics Collection
                                                                                              • Figure 35: Gap, Email Ad, 2014
                                                                                            • Theme: Customer Reviews
                                                                                              • Carter’s – Five-star Reviews
                                                                                                • Figure 36: Carter’s, Email Ad, 2014
                                                                                              • OshKosh B’gosh – Write & Win
                                                                                                • Figure 37: OshKosh B’gosh, Email Ad, 2014
                                                                                              • Theme: Making Memories
                                                                                                • Walt Disney World Resorts and Theme Parks
                                                                                                  • Figure 38: Walt Disney World Resort, Direct Mailing, 2014
                                                                                                  • Figure 39: Walt Disney World Resort, “Be Our Guest – MyMagic+,” Television Ad, 2014
                                                                                                • Campbell’s – Look Who’s Home
                                                                                                  • Figure 40: Campbell’s, “Look Who’s Home,” Television Ad, 2013
                                                                                                • Elmer’s – Let’s Bond
                                                                                                  • Figure 41: Elmer’s, “Let’s Bond,” Television ad, 2013
                                                                                                • Theme: Safety
                                                                                                  • Cybex – Aton infant car seats
                                                                                                    • Figure 42: Cybex, Print Ad, 2014
                                                                                                    • Figure 43: Cybex, Email Ad, 2014
                                                                                                  • United Healthcare – Health in Numbers
                                                                                                    • Figure 44: United Healthcare, Print Ad, 2014
                                                                                                  • Johnson & Johnson – Our Safety Promise
                                                                                                    • Figure 45: Johnson & Johnson, “Our Safety Promise,” Online Video, 2014
                                                                                                  • Theme: Ads That Make You Say, “Awww”
                                                                                                    • Dreft – Hypoallergenic Detergent
                                                                                                      • Figure 46: Dreft, Print Ad, 2014
                                                                                                    • Gerber – Baby Food and Graduates
                                                                                                      • Figure 47: Gerber, “Meet Gerber’s panel of 2,000 tiny taste-testers,” Television Ad, 2014
                                                                                                      • Figure 48: Gerber, “Gerber Graduates Lil’ Entrees: ‘Pants’,” Television Ad, 2014
                                                                                                    • Graco – 4ever 4-in-1 Car Seat
                                                                                                      • Figure 49: Graco, Print Ad, 2014
                                                                                                    • Theme: Subscription Delivery Services
                                                                                                      • Amazon.com – Amazon Mom
                                                                                                        • Figure 50: Amazon.com, Mobile Ad, 2014
                                                                                                        • Figure 51: Amazon.com, “Amazon Mom Program,” Online Video, 2014
                                                                                                      • Amazon.com – Dash
                                                                                                        • Figure 52: Amazon.com, “Introducing Amazon Dash,” Online Video, 2014
                                                                                                      • Target – Subscription
                                                                                                        • Figure 53: Target, “Target Subscriptions,” Online Video, 2014
                                                                                                        • Figure 54: Target, “Time Thieves – In-store Pick-up,” Television Ad, 2014
                                                                                                    • Moms’ Parenting Situation

                                                                                                      • Key points
                                                                                                        • Four in 10 births in US to unmarried women
                                                                                                          • Figure 55: Percentage of births to unmarried women, 2002-12
                                                                                                          • Figure 56: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                                                                                                        • Majority of moms raising children with a spouse or significant other
                                                                                                          • Figure 57: Moms’ parenting situation, May 2014
                                                                                                          • Figure 58: Mothers’ living situation – based on Family Groups by Race and Hispanic Origin of Reference Person, 2012
                                                                                                          • Figure 59: Moms’ parenting situation, by age, May 2014
                                                                                                          • Figure 60: Moms’ parenting situation, by household income, May 2014
                                                                                                        • Moms’ labor force participation
                                                                                                          • Figure 61: Labor force participation rate of mothers, by marital status and children’s age, 2013
                                                                                                      • Moms’ Social Media Use

                                                                                                        • Key points
                                                                                                          • Moms over index on social media use
                                                                                                            • Figure 62: Uses social media 3+ times per day, by age of children in household, January 2013-March 2014
                                                                                                          • Moms use social media for photo sharing
                                                                                                              • Figure 63: Moms’ social media use – social use, May 2014
                                                                                                            • Interaction with brands/companies on social media
                                                                                                              • Figure 64: Moms' social media use – purchase use, May 2014
                                                                                                            • Social media initiatives should target young moms
                                                                                                                • Figure 65: Moms' social media use, by age, May 2014
                                                                                                              • Moms more likely to interact with brands on Twitter
                                                                                                                • Figure 66: Moms' social media use, by social media websites visited daily, May 2014
                                                                                                              • Single moms may not have time for social media
                                                                                                                • Figure 67: Moms' social media use, by parenting situation, May 2014
                                                                                                              • Moms of young children frequently share photos
                                                                                                                • Figure 68: Moms' social media use, by age of kids, May 2014
                                                                                                            • Qualities of a “Good Mother”

                                                                                                              • Key points
                                                                                                                • So much to do and only so many hours in a day
                                                                                                                    • Figure 69: Qualities of a “good mother,” May 2014
                                                                                                                  • Working moms more likely to take “me time”
                                                                                                                    • Figure 70: Very important qualities of a “good mother,” by employment, May 2014
                                                                                                                  • Amount of control over children sways level of importance
                                                                                                                      • Figure 71: Very important qualities of a “good mother,” by age of kids, May 2014
                                                                                                                  • Attitudes toward Parenting and Discipline

                                                                                                                    • Key points
                                                                                                                      • Modern parenting emphasizes trust, rewards
                                                                                                                          • Figure 72: Attitudes toward parenting and discipline, May 2014
                                                                                                                        • Moms’ approaches vary by household income
                                                                                                                            • Figure 73: Attitudes toward parenting and discipline, by household income, May 2014
                                                                                                                          • Millennial moms: A return to traditional parenting styles?
                                                                                                                              • Figure 74: Attitudes toward parenting and discipline, by generations, May 2014
                                                                                                                          • Perceived Trustworthiness of Information Sources

                                                                                                                            • Key points
                                                                                                                              • Moms seek unbiased information sources
                                                                                                                                • Figure 75: Perceived trustworthiness of information sources, May 2014
                                                                                                                              • Mid- to high-income moms more trusting of experts
                                                                                                                                • Figure 76: Perceived trustworthiness of information sources – “Any top three,” by household income, May 2014
                                                                                                                              • Moms in low-income households are most wary
                                                                                                                                • Figure 77: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by household income, May 2014
                                                                                                                              • Moms who work full-time are more trusting
                                                                                                                                • Figure 78: Perceived trustworthiness of information sources – “Any top three,” by employment, May 2014
                                                                                                                            • Brand Loyalty and Purchase Influencers: Food and Drink

                                                                                                                              • Key points
                                                                                                                                • Moms are reasonably loyal to food and drink brands
                                                                                                                                  • Figure 79: Brand loyalty in food and drink purchases, net: “always” or “usually” buy same brand, May 2014
                                                                                                                                • Moms in high-income homes generally more brand loyal
                                                                                                                                  • Figure 80: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by household income, May 2014
                                                                                                                                • Food and drink purchase influencers
                                                                                                                                    • Figure 81: Influencers on food and drink purchases, May 2014
                                                                                                                                  • The influence of children
                                                                                                                                    • In-store samples could sway moms
                                                                                                                                      • High-income moms look at panels, low-income moms look at prices
                                                                                                                                        • Figure 82: Influencers on food and drink purchases, by household income, May 2014
                                                                                                                                    • Brand Loyalty and Purchase Influencers: Non-food and Drink

                                                                                                                                      • Key points
                                                                                                                                        • Moms slightly less loyal to non-food and drink brands
                                                                                                                                          • Figure 83: Brand loyalty in non-food and drink purchases, net: “always” or “usually” buy same brand, May 2014
                                                                                                                                        • Moms in lower-income homes more brand loyal
                                                                                                                                          • Figure 84: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by household income, May 2014
                                                                                                                                        • Full-time working moms least brand loyal
                                                                                                                                          • Figure 85: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by employment, May 2014
                                                                                                                                        • Non-food and drink purchase influencers
                                                                                                                                          • Figure 86: Influencers on non-food and drink purchases, May 2014
                                                                                                                                        • High-income moms look at quality, low-income moms look at price
                                                                                                                                          • Figure 87: Influencers on non-food and drink purchases, by household income, May 2014
                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Black moms feel the pressure
                                                                                                                                            • Figure 88: Count of very important qualities of a “good mother,” by race/Hispanic origin, May 2014
                                                                                                                                            • Figure 89: Very important qualities of a “good mother,” by race/Hispanic origin, May 2014
                                                                                                                                          • Trusted sources of information
                                                                                                                                            • Figure 90: Perceived trustworthiness of information sources – “Any top three,” by race/Hispanic origin, May 2014
                                                                                                                                          • Brand loyalty and purchase influencers for food and drink purchases
                                                                                                                                            • Black moms more brand loyal to food and drink brands
                                                                                                                                              • Hispanic moms not particularly brand loyal
                                                                                                                                                • Figure 91: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by race/Hispanic origin, May 2014
                                                                                                                                                • Figure 92: Influencers on food and drink purchases, by race/Hispanic origin, May 2014
                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                              • Moms’ parenting situation
                                                                                                                                                • Figure 93: Moms’ parenting situation, by employment, May 2014
                                                                                                                                                • Figure 94: Moms’ parenting situation, by marital status, May 2014
                                                                                                                                                • Figure 95: Moms’ parenting situation, by employment, May 2014
                                                                                                                                                • Figure 96: Moms’ parenting situation, by age of kids, May 2014
                                                                                                                                                • Figure 97: Moms’ parenting situation, by generations, May 2014
                                                                                                                                              • Moms’ social media use
                                                                                                                                                • Figure 98: Moms' social media use, May 2014
                                                                                                                                                • Figure 99: Moms' social media use, by household income, May 2014
                                                                                                                                                • Figure 100: Moms' social media use, by race/Hispanic origin, May 2014
                                                                                                                                                • Figure 101: Moms' social media use, by employment, May 2014
                                                                                                                                                • Figure 102: Moms' social media use, by social media websites visited daily, May 2014
                                                                                                                                                • Figure 103: Moms' social media use, by social media websites visited daily, May 2014
                                                                                                                                                • Figure 104: Moms' social media use, by marital status, May 2014
                                                                                                                                                • Figure 105: Moms' social media use, by employment, May 2014
                                                                                                                                                • Figure 106: Moms' social media use, by generations, May 2014
                                                                                                                                              • Qualities of a “good mother”
                                                                                                                                                • Figure 107: Very important qualities of a “good mother,” by age, May 2014
                                                                                                                                                • Figure 108: Very important qualities of a “good mother,” by household income, May 2014
                                                                                                                                                • Figure 109: Very important qualities of a “good mother,” by marital status, May 2014
                                                                                                                                                • Figure 110: Very important qualities of a “good mother,” by employment, May 2014
                                                                                                                                                • Figure 111: Very important qualities of a “good mother,” by parenting situation, May 2014
                                                                                                                                                • Figure 112: Very important qualities of a “good mother,” by generations, May 2014
                                                                                                                                              • Attitudes toward parenting and discipline
                                                                                                                                                • Figure 113: Attitudes toward parenting and discipline, May 2014
                                                                                                                                                • Figure 114: Attitudes toward parenting and discipline, by age, May 2014
                                                                                                                                                • Figure 115: Attitudes toward parenting and discipline, by race/Hispanic origin, May 2014
                                                                                                                                                • Figure 116: Attitudes toward parenting and discipline, by employment, May 2014
                                                                                                                                                • Figure 117: Attitudes toward parenting and discipline, by marital status, May 2014
                                                                                                                                                • Figure 118: Attitudes toward parenting and discipline, by employment, May 2014
                                                                                                                                                • Figure 119: Attitudes toward parenting and discipline, by parenting situation, May 2014
                                                                                                                                                • Figure 120: Attitudes toward parenting and discipline, by age of kids, May 2014
                                                                                                                                                • Figure 121: Attitudes toward parenting and discipline, by generations, May 2014
                                                                                                                                              • Perceived trustworthiness of information sources
                                                                                                                                                • Figure 122: Perceived trustworthiness of information sources, May 2014
                                                                                                                                              • Any Untrustworthy (0-4)
                                                                                                                                                • Figure 123: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by age, May 2014
                                                                                                                                                • Figure 124: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by employment, May 2014
                                                                                                                                                • Figure 125: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by race/Hispanic origin, May 2014
                                                                                                                                                • Figure 126: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by marital status, May 2014
                                                                                                                                                • Figure 127: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by employment, May 2014
                                                                                                                                                • Figure 128: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by parenting situation, May 2014
                                                                                                                                                • Figure 129: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by generations, May 2014
                                                                                                                                              • Any top three
                                                                                                                                                • Figure 130: Perceived trustworthiness of information sources – “Any top three,” by age, May 2014
                                                                                                                                                • Figure 131: Perceived trustworthiness of information sources – “Any top three,” by marital status, May 2014
                                                                                                                                                • Figure 132: Perceived trustworthiness of information sources – “Any top three,” by employment, May 2014
                                                                                                                                                • Figure 133: Perceived trustworthiness of information sources – “Any top three,” by parenting situation, May 2014
                                                                                                                                                • Figure 134: Perceived trustworthiness of information sources – “Any top three,” by age of kids, May 2014
                                                                                                                                                • Figure 135: Perceived trustworthiness of information sources – “Any top three,” by generations, May 2014
                                                                                                                                              • Brand loyalty and purchase influencers: food and drink:
                                                                                                                                                • Figure 136: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by age, May 2014
                                                                                                                                                • Figure 137: Brand loyalty in food and drink purchases, May 2014
                                                                                                                                                • Figure 138: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by marital status, May 2014
                                                                                                                                                • Figure 139: Brand loyalty in food and drink purchases – Always or usually buys the same brand by employment, May 2014
                                                                                                                                                • Figure 140: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by parenting situation, May 2014
                                                                                                                                                • Figure 141: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by age of kids, May 2014
                                                                                                                                                • Figure 142: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by generations, May 2014
                                                                                                                                                • Figure 143: Influencers on food and drink purchases, by age, May 2014
                                                                                                                                                • Figure 144: Influencers on food and drink purchases, by employment, May 2014
                                                                                                                                                • Figure 145: Influencers on food and drink purchases, by marital status, May 2014
                                                                                                                                                • Figure 146: Influencers on food and drink purchases, by employment, May 2014
                                                                                                                                                • Figure 147: Influencers on food and drink purchases, by parenting situation, May 2014
                                                                                                                                                • Figure 148: Influencers on food and drink purchases, by age of kids, May 2014
                                                                                                                                                • Figure 149: Influencers on food and drink purchases, by generations, May 2014
                                                                                                                                              • Brand loyalty and purchase influencers: Non-food and drink:
                                                                                                                                                • Figure 150: Brand loyalty in non-food and drink purchases, May 2014
                                                                                                                                                • Figure 151: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by age, May 2014
                                                                                                                                                • Figure 152: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by race/Hispanic origin, May 2014
                                                                                                                                                • Figure 153: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by marital status, May 2014
                                                                                                                                                • Figure 154: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by employment, May 2014
                                                                                                                                                • Figure 155: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by parenting situation, May 2014
                                                                                                                                                • Figure 156: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by age of kids, May 2014
                                                                                                                                                • Figure 157: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by generations, May 2014
                                                                                                                                                • Figure 158: Influencers on non-food and drink purchases, May 2014
                                                                                                                                                • Figure 159: Influencers on non-food and drink purchases, by age, May 2014
                                                                                                                                                • Figure 160: Influencers on non-food and drink purchases, by race/Hispanic origin, May 2014
                                                                                                                                                • Figure 161: Influencers on non-food and drink purchases, by employment, May 2014
                                                                                                                                                • Figure 162: Influencers on non-food and drink purchases, by marital status, May 2014
                                                                                                                                                • Figure 163: Influencers on non-food and drink purchases, by employment, May 2014
                                                                                                                                                • Figure 164: Influencers on non-food and drink purchases, by parenting situation, May 2014
                                                                                                                                                • Figure 165: Influencers on non-food and drink purchases, by age of kids, May 2014
                                                                                                                                                • Figure 166: Influencers on non-food and drink purchases, by generations, May 2014
                                                                                                                                              • Repertoire demographics
                                                                                                                                                • Figure 167: Count of very important qualities of a “good mother,” by area, May 2014
                                                                                                                                                • Figure 168: Count of very important qualities of a “good mother,” by marital status, May 2014
                                                                                                                                            • Appendix – Experian Marketing Services Tables

                                                                                                                                                • Figure 169: Frequency of social media use, by age of children in household, January 2013-March 2014
                                                                                                                                                • Figure 170: Attitudes toward social media, by kids’ ages, January 2013-March 2014 – Any Agree
                                                                                                                                                • Figure 171: Attitudes toward social media, by kids’ ages, January 2013-March 2014 – Any Agree
                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                              Companies Covered

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

                                                                                                                                              Marketing to Moms - US - September 2014

                                                                                                                                              £3,174.67 (Excl.Tax)