The document summarizes key findings from a 2013 study about mothers aged 18-34: - Mothers are less loyal to brands and stores, and choose where to shop based on weekly deals and coupons. - While value and functionality are most important in purchasing decisions, 62% of mothers are more likely to buy something if proceeds go to charity. - Mothers regularly use coupons, with 78% using them weekly and 22% daily, and are open to new coupon platforms like Snapchat. - Technology plays a larger role in mothers' lives, with 88% owning a laptop and 81% a smartphone, though 75% monitor their children's online activity using parental controls.

1. Mom Study 2013: Year In Review
What We Learned About Moms In 2013
12.23.13

2. Mom Study 2013: Year In Review
What We Learned About Moms In 2013
Who was Involved?
Composed based on data
from 3.8.2013 – 3.22.2013
500 Participants
9,000 Panelists
53% Female
47% Male
Buzz Marketing Group’s Millennials Report
2013 is based on qualitative and
quantitative research conducted with 500
buzzSpotters® throughout the United
States during the month of March, 2013.
This report is available for download at
www.buzzmg.com/reports.
Survey fielded online
18-22
23-26
27-30
31-34
Ages 18-34
17%
25%
31%
27%

3. Mom Study 2013: Year In Review
What We Learned About Moms In 2013
Goodbye Brand Loyalty
Loyalty to brands or stores doesn’t
matter. It is rare that Moms will purchase
products solely based on the brand name
or choose to shop at a store solely based
on its name. For instance, when it comes
to supermarkets, 94% of moms frequent
at least two different grocery stores per
week and 44% frequent at least three.
These moms choose stores based on
weekly specials, available coupons,
product selection etc.

4. Mom Study 2013: Year In Review
What We Learned About Moms In 2013
Balanced Shopping
Charity is somewhat important to
moms. Although value and
functionality are the most important
factors in their decision to buy a
product, a notable 62% of Moms are
more likely to purchase something if
proceeds are given to a charity
organization.

5. Mom Study 2013: Year In Review
What We Learned About Moms In 2013
Moms Love Coupons
Moms love coupons. Whether it’s
via email (80%) or snail mail (81%),
moms use coupons on a regular
basis with 78% using coupons
weekly and 22% using coupons daily.
Coupons have gotten more
interesting during the year
(Snapchat, anyone?), and this is a
trend that will only grow in 2014 as
moms seek more value.

6. Mom Study 2013: Year In Review
What We Learned About Moms In 2013
The New Tech Mom
Technology is playing a larger role in the
everyday lives of moms. We found that
88% of surveyed mothers own their own
laptop and 81% own a smartphone. Not
only are they obtaining more devices, but
they are also becoming more confident in
their tech abilities, as a mere 7% believe
that their technological knowledge and
skills require improvement. Moms will
continue to adapt to new technologies in
an effort to better their own lives and
their families’ lives.

7. Mom Study 2013: Year In Review
What We Learned About Moms In 2013
Moms Is In Control
Moms are paying attention to their
children’s tech as well. 75% of surveyed
moms state that they monitor their
children’s online activity. In fact, 76% use
parental controls on their children’s
computers and over half (54%) use such
controls on the television. But it’s not all
about controls – conversation is also
important as 34% discuss online safety
with their kids every week and 20%
discuss the matter every day.

8. Contact Us
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com