Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Moms - US - October 2018

"The competition among brands to get moms’ attention is fierce. Only a small share of moms say they have the money to pay for everything their kids want to do, meaning brands have to put in a lot of effort to make it to the top of moms’ list. One way brands can provide moms more value is by helping her balance all the contradictions she faces: wanting her kids to understand technology, but not be consumed by it; wanting to be a full-time parent, and also a part of the working world; wanting to connect with other moms, but perhaps not feeling comfortable sharing the intimate details of family life."

- Dana Macke, Associate Director - Lifestyles & Leisure

This report will look at the following areas:

  • Moms, kids, and technology
  • Moms and social media
  • Moms at work and at home
  • Moms and finances

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Moms, kids, and technology
            • Moms are for technology
              • Moms are against technology
                • Figure 1: Moms’ attitude toward kids and technology, July 2018
              • Moms and social media
                • Moms embrace social media
                  • Moms fear social media
                    • Figure 2: Moms’ attitudes toward social media, July 2018
                  • Moms at work and at home
                    • Moms want to stay home
                      • Moms want to go to work
                        • Figure 3: Attitudes toward working inside and outside of the home, by employment status, July 2018
                      • Moms and finances
                        • Moms have stable finances
                          • Moms worry about having enough
                            • Figure 4: Current financial state, February 2018
                          • What it means
                          • The Market – What You Need to Know

                            • Birth rate continues to fall
                              • Mature moms
                                • Most moms are working moms
                                  • Moms’ mind on their money
                                    • Sharing is caring
                                    • Moms by the Numbers

                                      • Birth rate continues to drop, but share of moms goes up
                                        • Figure 5: Annual births and general fertility rate, 2006-17
                                      • Small families remain the norm
                                        • Figure 6: Average number of own children under 18 per family by type of family, 1960-2017
                                      • New families are old families
                                        • Figure 7: Birth rates by age of mother, 2010 and 2016
                                      • Even with demographic shifts, most children are born to moms <40
                                        • Figure 8: Share of births by age of mother, 2016
                                      • Moms are working, particularly while their kids are school aged
                                        • Figure 9: Labor force participation rate of mothers by age of youngest child, 1975 and 2015
                                    • Moms and Money

                                      • Moms less positive about their financial affairs
                                        • Figure 10: Opinion of current financial situation, July 2018
                                      • Moms and dads differ in their outlook
                                        • Figure 11: Opinion of future financial situation, July 2018
                                      • Childcare is a primary expense
                                        • Figure 12: National average weekly cost of childcare, 2013-17
                                      • Keeping finances apart
                                        • Figure 13: Sharing bank accounts, July 2018
                                    • How Moms Spend Their Time

                                      • Moms shift from unpaid to paid work
                                        • Figure 14: Tide PODS® | Denim Hacks Made Simple Using Tide PODS® Plus Downy, September 2017
                                        • Figure 15: Average hours per day spent on paid/unpaid work, 2017
                                      • Moms can take a lesson from dads on self-care
                                        • Figure 16: Time spent on leisure and sports, 2017
                                      • Facebook is moms’ platform of choice
                                        • Figure 17: Daily social media usage, September 2018
                                    • On Moms’ Minds – What You Need to Know

                                      • Going beyond milestones
                                        • Social media support
                                          • Fun with food
                                            • Breastfeeding still a battle
                                              • When a baby book won’t do
                                              • What They’re Into

                                                • Targeting moms beyond the birth day
                                                  • Figure 18: American Greetings Commercial | Tattoo | #GiveMeaning, May 2017
                                                  • Figure 19: The New Volvo XC60 – Moments, June 2017
                                                • Showing the stronger side of moms
                                                  • Figure 20: Once a Mother, Always a Giant | Brawny Paper Towels, May 2017
                                                  • Figure 21: TV Commercials | Spring 2017 | All Hail the Carhartt Woman, May 2017
                                                  • Figure 22: YETI Presents: My Mom Vala, May 2018
                                                • New media as support group
                                                  • Kristen Bell lets moms off the hook
                                                    • Figure 23: #Momsplaining with Kristen Bell: PregnancyRealness, January 2018
                                                  • Food solutions for moms and kids
                                                    • Figure 24: Bring Your Kitchen To Life: House
                                                • What They’re Over

                                                  • Families rethink screen time
                                                    • Over-parenting is over
                                                      • Figure 25: Don’t Call Me Precious – Anthem (English subtitles), June 2018
                                                  • What’s Next

                                                    • Expanding beyond the baby space
                                                      • Lactation innovation heats up
                                                        • HopSkipDrive handles the carpool
                                                          • Making memories for moms
                                                            • Brands consider kid-friendly uses for digital assistants
                                                              • Figure 26: Echo Dot Kids Edition, April 2018
                                                          • The Consumer – What You Need to Know

                                                            • Moms find apps useful, but maybe not crucial
                                                              • Moms approve of tech use, to some degree
                                                                • Moms may feel they never have enough
                                                                  • Tech and college prep are areas for guidance
                                                                    • Bullying is a big worry
                                                                      • Moms ready to Bon Voyage when kids leave home
                                                                        • Most working moms would rather be at home full-time
                                                                        • Trends Impacting Moms

                                                                            • Redefining Adulthood and Millennial moms
                                                                              • Moms On Display
                                                                                • Switch On or Switch Off
                                                                                • Moms’ Use of Technology

                                                                                  • Mobile and social are important – and still have room to grow
                                                                                    • Mobile apps help moms manage
                                                                                      • In their words – using mobile apps
                                                                                        • Social media plays a supporting role
                                                                                          • In their words – using social media
                                                                                              • Figure 27: Moms’ use of mobile apps and social media, July 2018
                                                                                            • Moms lead on the social front
                                                                                              • Figure 28: Use of mobile apps and social media, by moms and dads, July 2018
                                                                                            • As kids age, moms keep track
                                                                                              • Figure 29: Moms’ use of mobile apps, by age of kids, July 2018
                                                                                            • Moms with older kids less inclined to share
                                                                                              • Figure 30: Moms’ use of social media, by age of kids, July 2018
                                                                                          • Kids and Technology

                                                                                            • Split decision on the importance of technology
                                                                                              • In their words – is technology helpful or hurtful?
                                                                                                  • Figure 31: Moms’ attitude toward kids and technology, July 2018
                                                                                                • Technology is an issue, even for younger kids
                                                                                                  • In their own words: At what age should kids get a phone?
                                                                                                      • Figure 32: Moms’ attitude toward kids and technology, by age of kids, July 2018
                                                                                                    • Moms and dads share common opinions on tech
                                                                                                      • Figure 33: Attitudes toward kids and technology, by moms and dads, July 2018
                                                                                                  • Managing Time and Money

                                                                                                    • Finances may be stable, but still might not be enough
                                                                                                      • Figure 34: Moms’ time and money management, July 2018
                                                                                                    • Moms’ trade-off between time and money
                                                                                                      • Figure 35: Serena Williams: Until We All Win, March 2018;
                                                                                                      • Figure 36: Moms’ time and money management – Select items, July 2018
                                                                                                    • Free time is moms’ greatest luxury
                                                                                                      • Figure 37: World's Toughest Job - #worldstoughestjob – Official Video, April 2014
                                                                                                      • Figure 38: Time and money management – Select items, by gender and parental status, July 2018
                                                                                                  • Making Household Decisions

                                                                                                    • Moms have confidence, but could still use a boost
                                                                                                      • Figure 39: Decisions about finances and health, July 2018
                                                                                                    • Moms may be open to more info around tech usage
                                                                                                      • Figure 40: Decisions about raising kids, July 2018
                                                                                                    • College prep may be a question mark
                                                                                                      • Figure 41: Updated 2018 Subaru Forester Spotlight Teaser, June 2018
                                                                                                      • Figure 42: Decisions about kids’ futures, July 2018
                                                                                                    • Men more confident across the board
                                                                                                      • Figure 43: Confidence in making decisions, July 2018
                                                                                                  • Issues of Importance

                                                                                                    • Mental health on moms’ minds
                                                                                                      • In their own words: challenges kids face
                                                                                                          • Figure 44: Top issues of importance, July 2018
                                                                                                        • Tech addiction may be a concern, but not the top priority
                                                                                                          • Figure 45: Top issues of importance – Select items, by gender and parental status, July 2018
                                                                                                        • Top issues impact kids of all ages
                                                                                                          • Figure 46: Top issues of importance – Select items, by age of children, July 2018
                                                                                                      • Moms’ Dreams for Herself

                                                                                                        • Travel is on moms’ wish list
                                                                                                          • Moms’ lack of time and money limit their ability to travel
                                                                                                            • In their own words: moms’ dreams for herself
                                                                                                              • Bigger commitments may seem too daunting
                                                                                                                • Health comes before vanity
                                                                                                                  • Giving back is another priority
                                                                                                                    • Figure 47: Moms’ dreams for herself, July 2018
                                                                                                                  • A wardrobe upgrade is a treat for moms
                                                                                                                    • Figure 48: Stitch Fix online advertisement, September 2017
                                                                                                                    • Figure 49: Trunk Club email, August 2018
                                                                                                                    • Figure 50: Moms’ dreams for herself, July 2018
                                                                                                                  • Income shapes top desires
                                                                                                                    • Figure 51: Moms’ dreams for herself – Select items, by household income, July 2018
                                                                                                                • Working Inside and Outside of the Home

                                                                                                                  • End of the mommy wars
                                                                                                                    • Working and stay-at-home moms feel the need to justify their decision
                                                                                                                      • Working is more likely a necessity than a choice
                                                                                                                        • Figure 52: Attitudes toward working inside and outside of the home, by employment status, July 2018
                                                                                                                      • Purpose comes from kids, but also a career
                                                                                                                        • Figure 53: Attitudes toward professional goals, by employment status, July 2018
                                                                                                                      • Dads derive more from the working world
                                                                                                                        • Figure 54: Attitudes toward professional goals, by gender of parent, July 2018
                                                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                                                      • Data sources
                                                                                                                        • Consumer survey data
                                                                                                                          • Consumer qualitative research
                                                                                                                            • Direct marketing creative
                                                                                                                              • Abbreviations and terms
                                                                                                                                • Abbreviations
                                                                                                                                  • Terms
                                                                                                                                  • Appendix – Moms by the Numbers

                                                                                                                                      • Figure 55: Annual births and general fertility rate, 2006-17
                                                                                                                                      • Figure 56: Birth rates, by age of mother, 2010-16
                                                                                                                                      • Figure 57: Births, by age of mother, 2016

                                                                                                                                  Marketing to Moms - US - October 2018

                                                                                                                                  £3,435.47 (Excl.Tax)