2014 Millennial Mom Report

Transcription

1 2014 Millennial Mom Report Highlights for the full report

2 Methodology Qualitative Research In home friendship groups with moms Media, technology and parenting resources Brand preferences Austin, TX and Boston, MA -- Nov In-depth Survey Millennial Mom survey fielded from BabyCenter s 21 st Century Mom panel 1,700+ respondents 1,353 Millennial moms (18-32) 359 Gen X moms (33-44) 3 rd Party Sources Population estimates Spending power Financial health Media habits Attitudes and behaviors

3 Millennials Matter Large segment with huge spending power 84mm US adults aged $1.3t in annual spending $430b discretionary spending 83% of new moms are Millennials Sources: Boston Consulting Group, Jan. 2014; US Census Bureau, 2012.

4 She Spends Her Time Differently Q: On average, how many hours in an average weekday do you currently spend doing each of the following activities? Change in number of hours Cooking Laundry Cleaning Kids morning routine 1.4 Kids activities 1.8 Bedtime routine Preparing meals Working Sleeping Time with partner Watching TV Socializing Hobbies Exercising Fast Facts 9 hours of parenting time added 13 fewer hours for herself Source: BabyCenter Motherhood Transformations Study, March Moms 18-34

5 Millennials were Raised Differently than Gen X Moms Q: Which words best describe the way your parents or guardians raised you? +29% +46% +36% 63% 49% Gen X Moms 38% 34% 26% 25% Protective Worried Enabling

6 Spend More Time Online than Gen X Moms Q: In a typical day, how many hours do you spend with the following media? Time 8.3 hrs hrs Online on tablet 1.2 Online on smartphone Streaming to TV Online on PC/laptop Radio Print TV Online on smartphone and tablet exceeds PC/laptop Generation X Moms

7 She s Using Mobile for a Range of Activities Q: How often do you do the following activities on your mobile phone or tablet? (monthly or more often) 76% 76% 69% 64% Fast Facts 44% of have made a purchase on their smartphone in the past week Looked up a recipe Searched/browsed for parenting advice Managed finances/ paid bills Made a purchase

8 It s Her Do Everything Platform Q: How often do you do the following activities on your mobile phone or tablet? (daily or more often) +5% +20% +37% +145% I might 79% 75% 60% 50% 52% 38% Gen X Moms 27% 11% search and download 10 apps, mess around with them, and delete the ones I don t need. -Ally Use social media Take/share photos or video Listen to music Watch online videos/movies

9 Social Continues to be Important for Moms Q: Do you use the following social media? (use regularly) 86% 85% +53% +58% +40% 58% 46% 44% 38% Gen X Moms 30% 28% 19% 20% 13% 11% Facebook YouTube Pinterest Instagram Google+ Twitter

10 Social & Mobile Enable New Ways to Support Her Family Q: Have you pursued a new business idea or done any of the following activities to supplement income? 39% +63% +37% +67% Fast Facts 24% 37% 27% Gen X Moms 15% 9% 56% of Millennials won t work at a company that bans social media access Started selling items I made using social media Started a business; promoted it through social media Received payment for running errands Sources: BabyCenter 21st Century Mom Insights Series, 2014 Millennial Mom Report, January 2014 Cisco 2012 Connected World Technology Report

11 Winning with Millennial Moms

12 She is Looking for Advice and Support Q: How often do you use the following for parenting-related information? (weekly or more often) +10% +15% +81% 74% 67% Gen X Moms 53% 46% 29% 16% Friends/family/other parents you know in real life Expert advice on parenting websites Parenting/Baby Apps

13 She s Also Looking for Solutions That Fit Her Life Q: How important are these characteristics of brands? (very important) Good value 87% Products are proven to be safe for children 85% Products that simplify my life 67% Matches my lifestyle/personality 61% Products use natural/wholesome ingredients 49%

14 She Has Different Brand Needs than Gen X Q: How important are these characteristics of brands? (very important) Gen X Moms Understands Me Recommendations Understands what matters to me as a parent 58% 44% Recommended by other parents 46% 39% Shares my values 49% 38% Recommended by experts 35% 20% Customer Relations Gives Back Real time customer service 37% 28% Socially responsible, gives back to the community 30% 18% Have a strong social media presence 9% 6% Supports organizations that are important to me 27% 18%

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