Understanding the Modern Mom

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A quick presentation loaded with recent stats that looks at who Mom is today. Given at the Luckie & Company sponsored Marketing To The Modern Mom conference in Birmingham on October 8

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Understanding the Modern Mom

  1. 1. The origin of modern mom
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 67% of kids under 18 live with two married parents Source: Childstats.gov – 2008
  7. 7. BUT HOLD ON … The Gen Y Mommy Tsunami is coming
  8. 8. First Gen Yers just now reaching their 30s and already over 13 million are moms Source: Mediamark Research – Spring 2008
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Around 11,000 women a day give birth Source: U.S. Census Bureau
  13. 13. And of those, roughly 40% are first time moms Source: American Community Survey 2007
  14. 14. Many of which depend on their Momtourage iVillage generally credited with coining the term “momtourage”
  15. 15. 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
  16. 16. It’s no secret that moms lead a pretty busy life
  17. 17. MOM ROLES
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. While it’s easy to classify moms generationally, reality says …
  22. 22. MOM TRIBES
  23. 23. Digital Moms
  24. 24. 34 million U.S. moms with children under 18 go online at least once per month Source: eMarketer – May 2009
  25. 25. “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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 15.3% of moms maintain their own blog Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009
  30. 30. DIGITAL MOMS ON KIDS Boomers = keeping up with kids Gen Xers = showing off kids Gen Y = getting/giving advice on kids
  31. 31. Tools Of The Modern Mom
  32. 32. TOOLS OF THE MODERN MOM OLD NEW
  33. 33. TOOLS OF THE MODERN MOM OLD NEW
  34. 34. TOOLS OF THE MODERN MOM OLD NEW
  35. 35. TOOLS OF THE MODERN MOM OLD NEW
  36. 36. TOOLS OF THE MODERN MOM OLD NEW
  37. 37. TOOLS OF THE MODERN MOM OLD NEW
  38. 38. TOOLS OF THE MODERN MOM OLD NEW
  39. 39. TOOLS OF THE MODERN MOM OLD NEW
  40. 40. In closing …
  41. 41. david.stutts@luckie.com twitter.com/stutts slideshare.net/stutts

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