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Mom Study 2013
Meet the Maver	

09.20.13
Who was Involved?
The “Mom Study 2013” is based on
qualitative and quantitative research and
was conducted with more than ...
Location
CA	
  
10%	
  
TX	
  
4%	
  
NY	
  
12%	
  
FL	
  
4%	
  
IL	
  
12%	
  
PA	
  
7%	
  
OH	
  	
  
4%	
  
GA	
  
6...
Community
City	
  
35%	
  
Suburbs	
  
53%	
  
Rural	
  
12%	
  
Mom Study 2013: Meet The Maver
Ethnicity
African	
  
American	
  
14%	
   Asian	
  
American	
  
4%	
  
Caucasian	
  
70%	
  
Hispanic	
  
10%	
  
Mixed	...
Marital Status
Single	
  
9%	
  
DaSng	
  
1%	
   In	
  a	
  
relaSonship	
  
12%	
  
Married	
  
69%	
  
Divorced	
  
9%	...
Education
High	
  school	
  
Diploma	
  
31%	
  
Associates	
  
Degree	
  
20%	
  
Bachelors	
  
Degree	
  
36%	
  
Master...
Employment
employed	
  
full-­‐Sme	
  
employed	
  
part-­‐Sme	
  
unemployed	
   employed	
  
part-­‐Sme	
  
from	
  home...
Household Income
Less	
  than	
  
$8,000	
  
$8,000	
  -­‐	
  
$33,000	
  
$33,000-­‐	
  
$82,000	
  
$82,000	
  -­‐	
  
$...
Number of Children
One	
   Two	
   Three	
   Four	
   Five	
   Six	
  
25%	
  
37%	
  
22%	
  
9%	
  
3%	
   3%	
  
Mom St...
Infant:	
  0-­‐12	
  
Months	
  
Toddler:	
  1-­‐2	
  
yrs	
  
Child:	
  3-­‐7	
   Tween:8-­‐12	
   Teen:13-­‐19	
   Young...
Children’s Residence
With	
  me	
  full	
  Sme	
   With	
  me	
  the	
  
majority	
  of	
  the	
  
Sme	
  
With	
  me	
  p...
How often do you use
coupons?	

Mom Study 2013: Meet The Maver	

Daily	
   Weekly	
   Monthly	
   I	
  do	
  not	
  use	
 ...
Which types of coupons do
you use?	

Mom Study 2013: Meet The Maver	

Household	
  
goods	
  
Dining	
   Beauty	
   Entert...
How do you
prefer to receive
coupons?	

Mom Study 2013: Meet The Maver
80%	

By email	

81%	

By mail	

Mom Study 2013: Meet The Maver
38%	

By text	

64%	

By newspaper	

Mom Study 2013: Meet The Maver
Mom Study 2013: Meet The Maver	

1.	
  Groupon	
  (81%)	

2. Living Social (70%)	

3. Gilt (37%)	

4. Jetsetter (24%)	

5....
I would only try a new
product if it was _____.	

Mom Study 2013: Meet The Maver	

10%	
  off	
   20%	
  off	
   30%	
  off	
...
How likely are you to purchase a
products that donates a portion of the
proceeds to charity?	

Mom Study 2013: Meet The Ma...
What type of charities do you
prefer to support?	

Mom Study 2013: Meet The Maver	

Local	
   NaSonal	
   Global	
  
69%	
...
What type of causes do you
prefer to support?	

Mom Study 2013: Meet The Maver	

Children	
  	
   Health-­‐related	
  	
  ...
Mom Study 2013: Meet The Maver	

1.	
  Perceived	
  Value	
  (36%)	

2. Safety (28%)	

3. Reputation (16%)	

4. Brand Name...
Key Findings
Moms are looking for value and safety
more than anything else when they go
shopping. 36% of Moms ranked “perc...
Buzz Marketing Group 	

1515 Market St. 	

Suite 1810	

Philadelphia, PA 19102	

215.399.5679	

www.buzzmg.com	

Contact Us
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Transcript of "Meet the Maver 2013"

  1. 1. Mom Study 2013 Meet the Maver 09.20.13
  2. 2. Who was Involved? The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the month of March of 2013. This report is available for download at www.buzzmg.com/reports. Composed based on data from 01.01.2013 – 03.08.2013 943 Participants 7,000 Panelists 100% Female Survey fielded online Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12% Mom Study 2013: Meet The Maver
  3. 3. Location CA   10%   TX   4%   NY   12%   FL   4%   IL   12%   PA   7%   OH     4%   GA   6%  MI   5%   NC   4%   NJ   5%   Rest  of  the   USA   27%   Mom Study 2013: Meet The Maver
  4. 4. Community City   35%   Suburbs   53%   Rural   12%   Mom Study 2013: Meet The Maver
  5. 5. Ethnicity African   American   14%   Asian   American   4%   Caucasian   70%   Hispanic   10%   Mixed  2%   Mom Study 2013: Meet The Maver
  6. 6. Marital Status Single   9%   DaSng   1%   In  a   relaSonship   12%   Married   69%   Divorced   9%   Mom Study 2013: Meet The Maver
  7. 7. Education High  school   Diploma   31%   Associates   Degree   20%   Bachelors   Degree   36%   Masters   Degree   12%   Doctorate   1%   Mom Study 2013: Meet The Maver
  8. 8. Employment employed   full-­‐Sme   employed   part-­‐Sme   unemployed   employed   part-­‐Sme   from  home   employed   full-­‐Sme   from  home   a  fullSme   homemaker   50%   16%   4%   4%   2%   24%   Mom Study 2013: Meet The Maver
  9. 9. Household Income Less  than   $8,000   $8,000  -­‐   $33,000   $33,000-­‐   $82,000   $82,000  -­‐   $170,000   $170,000  -­‐   $370,000   More  than   $370,000   I  don't   want  to   specify   1%   15%   45%   30%   5%   1%   3%   Mom Study 2013: Meet The Maver
  10. 10. Number of Children One   Two   Three   Four   Five   Six   25%   37%   22%   9%   3%   3%   Mom Study 2013: Meet The Maver
  11. 11. Infant:  0-­‐12   Months   Toddler:  1-­‐2   yrs   Child:  3-­‐7   Tween:8-­‐12   Teen:13-­‐19   Young   Adults:   20-­‐30   11%   23%   54%   57%   43%   21%   Age of Children Mom Study 2013: Meet The Maver
  12. 12. Children’s Residence With  me  full  Sme   With  me  the   majority  of  the   Sme   With  me  part  of   the  Sme   Outside  of  my   home,   independently   90%   4%   2%   4%   Mom Study 2013: Meet The Maver
  13. 13. How often do you use coupons? Mom Study 2013: Meet The Maver Daily   Weekly   Monthly   I  do  not  use   coupons   22%   56%   20%   2%  
  14. 14. Which types of coupons do you use? Mom Study 2013: Meet The Maver Household   goods   Dining   Beauty   Entertainment   Fashion   Technology   Travel   95%   83%   81%   65%   58%   43%   41%  
  15. 15. How do you prefer to receive coupons? Mom Study 2013: Meet The Maver
  16. 16. 80% By email 81% By mail Mom Study 2013: Meet The Maver
  17. 17. 38% By text 64% By newspaper Mom Study 2013: Meet The Maver
  18. 18. Mom Study 2013: Meet The Maver 1.  Groupon  (81%) 2. Living Social (70%) 3. Gilt (37%) 4. Jetsetter (24%) 5.The Outnet (18%) Which online communities do you belong to?
  19. 19. I would only try a new product if it was _____. Mom Study 2013: Meet The Maver 10%  off   20%  off   30%  off   Buy  one  get   one  free   Free   4%   10%   19%   32%   36%  
  20. 20. How likely are you to purchase a products that donates a portion of the proceeds to charity? Mom Study 2013: Meet The Maver Yes   62%   No   38%   Any charity   Yes   71%   No   29%   Known charity  
  21. 21. What type of charities do you prefer to support? Mom Study 2013: Meet The Maver Local   NaSonal   Global   69%   23%   8%  
  22. 22. What type of causes do you prefer to support? Mom Study 2013: Meet The Maver Children     Health-­‐related     Women’s  issues   Green     83%   65%   63%   43%  
  23. 23. Mom Study 2013: Meet The Maver 1.  Perceived  Value  (36%) 2. Safety (28%) 3. Reputation (16%) 4. Brand Name (13%) 5. Environmentally Friendly (7%) Please rank the following in order of their relevance in your purchasing decisions:
  24. 24. Key Findings Moms are looking for value and safety more than anything else when they go shopping. 36% of Moms ranked “perceived value” as the most important when making purchasing decisions followed by safety(28%).“Environmentally friendly” was the least important thing to Moms with just 7% of the votes. Moms are undoubtedly influenced by charity. 71% of Moms said that knowing that a part of the proceeds will go to support a known charitable cause or organization definitely influences their purchases while 61% said that a portion of the proceeds going to any charity would influence their decision. An overwhelming 69% of Moms prefer to support local charities. Coupons are being used often and for a variety of products. 98% of Moms are using coupons on a monthly basis and 22% on a daily basis. “Household products”(95%) is the most popular category followed by “Dining”(83%) and “Beauty”(81%). As for how Moms like to receive their coupons, 81% of Moms prefer to receive coupons “by mail” and 80% “by email”. Mom Study 2013: Meet The Maver
  25. 25. Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com Contact Us
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