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Meet the Maver 2013

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  • 1. Mom Study 2013 Meet the Maver 09.20.13
  • 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. 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. Community City   35%   Suburbs   53%   Rural   12%   Mom Study 2013: Meet The Maver
  • 5. Ethnicity African   American   14%   Asian   American   4%   Caucasian   70%   Hispanic   10%   Mixed  2%   Mom Study 2013: Meet The Maver
  • 6. Marital Status Single   9%   DaSng   1%   In  a   relaSonship   12%   Married   69%   Divorced   9%   Mom Study 2013: Meet The Maver
  • 7. Education High  school   Diploma   31%   Associates   Degree   20%   Bachelors   Degree   36%   Masters   Degree   12%   Doctorate   1%   Mom Study 2013: Meet The Maver
  • 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. 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. Number of Children One   Two   Three   Four   Five   Six   25%   37%   22%   9%   3%   3%   Mom Study 2013: Meet The Maver
  • 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. 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. 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. 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. How do you prefer to receive coupons? Mom Study 2013: Meet The Maver
  • 16. 80% By email 81% By mail Mom Study 2013: Meet The Maver
  • 17. 38% By text 64% By newspaper Mom Study 2013: Meet The Maver
  • 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. 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. 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. What type of charities do you prefer to support? Mom Study 2013: Meet The Maver Local   NaSonal   Global   69%   23%   8%  
  • 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. 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. 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. Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com Contact Us

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