Understanding the Modern Mom

The origin of modern mom

GENERATIONAL SNAPSHOT Baby Boomers Generation X Gen Y 1946-1964 1965-1978 1979-1999 45-63 years old 31-44 years old 10-30 years old 78 million 55 million 84 million Individuality Entrepreneurial Optimistic Idealists Work/family balance Complexity Self-fulfillment Self-reliance Self-confidence Everyday, 10,000 Currently the dominant For the next four years, Boomers turn 55 family rearing generation 10,500 will turn 21 everyday

THREE GENERATIONS OF MOMS Baby Boomers Generation X Gen Y 45-55 years old 31-44 years old 18-30 years old Authoritative role Partner role Role to be defined Team effort Independent Help from Mom Follow the pack My terms What’s best Want successful kids Want happy kids Want kids to fit in Children growing up and Are in peak child bearing Starting to become moms. moving out. Embracing years and continue to Will likely create largest Empty Nester role and grow their families baby boom in U.S. history grandparenthood

ROUGHLY BREAK DOWN AS 24.7 million Gen X moms 13 million Gen Y moms 9.7 million Boomer moms Source: Mediamark Research – Spring 2008

These moms represent 73.6 million children under 18 years old • 24.5 million 0-5 year olds • 23.9 million 6-11 year olds • 25.2 million 12-17 year olds Source: Mediamark Research – Spring 2008

67% of kids under 18 live with two married parents Source: Childstats.gov – 2008

BUT HOLD ON … The Gen Y Mommy Tsunami is coming

First Gen Yers just now reaching their 30s and already over 13 million are moms Source: Mediamark Research – Spring 2008

2006 was the first time in 25 years that the mean age for a mother to give birth fell Source: National Center For Health Statistics

4,317,119 births in 2007 was the highest year total ever recorded in the U.S. Source: CDC National Vital Statistics Report – March 2009

2,742,604 born to Gen Y moms 1,567,166 born to Gen X moms 7,349 born to Boomer moms Source: CDC National Vital Statistics Report – March 2009

Around 11,000 women a day give birth Source: U.S. Census Bureau

And of those, roughly 40% are first time moms Source: American Community Survey 2007

Many of which depend on their Momtourage iVillage generally credited with coining the term “momtourage”

With 84 million members, of which roughly half are female, Gen Y is mathematically destined to dominate motherhood for the next couple of decades Source: U.S. Census Bureau

It’s no secret that moms lead a pretty busy life

MOM ROLES

NOT SURPRISINGLY … 70% of Americans say moms today have it tougher than their counterparts 20 or 30 years ago Source: Pew Research Center – May 2007 Motherhood Today study

CHIEF PROCUREMENT OFFICER • Control nearly 80% of all household spending • Which equates to a little over $2 trillion per year Source: Maria Bailet, BMS Media Group

CHIEF NUTRITION OFFICER • Responsible for feeding 141 million individuals • Individually prepare 290 dinner meals annually, which, collectively amounts to 10.2 billion dinners Source: NPD “What’s on the minds of moms” study – June 1009

While it’s easy to classify moms generationally, reality says …

MOM TRIBES

Digital Moms

34 million U.S. moms with children under 18 go online at least once per month Source: eMarketer – May 2009

“Women with children highly value social media, mobile and other digital technologies as a convenient means to stay connected, seek advice and information, shop and learn about products, meet others like themselves, and simplify the many dimensions of their lives.” Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009

WHAT MOMS ARE DOING ONLINE C TECHNOLOGIES USED IN THE PAST THREE MONTHS E-mail 95% Search Engines 74% Social Network Sites 65% Instant Messaging 55% Gaming (online or console) 52% News Sites 51% Online Video 36% Consumer Reviews 33% Blogs 29% RSS Feeds 21% Podcasts (Audio or Video) 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009

WHAT ARE MOMS DOING ONLINE C CATEGORIES RESEARCHED, SOUGHT ADVICE OR PURCHASED IN THE PAST THREE MONTHS Clothing/Fashion Accessories 40% Food/Cooking 31% Baby/Parenting 26% Banking Services 22% Electronics/Computers 21% Travel 21% Medication/Medical Condition 20% Health/Fitness 18% Homegoods/Appliances/Furniture 14% Telecommunications 14% Cars 12% Brokerage Services 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009

Moms more likely to be socially networked than the average adult Moms Average Adult Facebook 60.3%50.2% MySpace 42.4 34.4 Twitter 16.5 15.0 Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009

15.3% of moms maintain their own blog Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009

DIGITAL MOMS ON KIDS Boomers = keeping up with kids Gen Xers = showing off kids Gen Y = getting/giving advice on kids

Tools Of The Modern Mom

TOOLS OF THE MODERN MOM OLD NEW

In closing …

david.stutts@luckie.com twitter.com/stutts slideshare.net/stutts

Understanding the Modern Mom

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