This document outlines 10 key facts about millennial moms that marketers should know: 1) Most new moms are millennials aged 18-34, who have $200 billion in discretionary spending power. 2) Millennial moms are highly connected online, spending an average of 17 hours per week on social media with 3.4 accounts each. 3) They are influential, sharing purchase recommendations with peers online and offline. Marketers should recognize that millennial moms value brands that make life easier and are actively engaged in cause campaigns.

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Sorting Through The Endless Data on This Highly Important Consumer
10 Facts Every Marketer
Should Know About Millennial Moms

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1. Almost every new mom today is a Millennial –
a group of 84 million U.S. adults aged 18-34.
83%
of first-time
babies are born to Millennials.
Source:BabyCenter,2014

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Source:Digiday,2014
They have more
purchasing
power than
previous
generations of
young moms.
2. With $200B in discretionary spending Millennial
Moms are one of the most important marketing
segments in history.

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3. They are more connected, have more social
network accounts, and spend more time online.
Millennial Moms have
an average of 3.4 SM
accounts and spend
an average of 17.4
hours per week with
their social networks.
Source:WeberShandwick,2014

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4. They are highly influential. They often give opinions
and recommendations, and affect the purchase
decisions of their peers.
90% of Millennial Moms say
they typically share information
(in-person, online or both)
about groceries/food and
beverages.
Source:WeberShandwick,2014

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5. They are more tech-savvy and quick
to adapt to new technologies.
Almost 50% of
Millennial Moms say
they want to be first to
try new technology.
Source:Shopchology,2014

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They have a constantly
evolving outlook on families,
parenting, and motherhood.
6. Millennial Moms are more likely to be unmarried,
primary breadwinners and share the grocery list
with dad.
Source:WeberShandwick,2014

8. 7. They value brands that make their lives easier.
Most common answers for why Millennial Moms would
pay for life management outsourcing were lack of
time/busy schedule and desire to simplify my life.
Source:WeberShandwick,2014
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One-quarter of Millennials
Moms say they would pay
$50 per month to have
someone manage their busy
lives and one in five would
pay $150 per month.

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8. While many marketers portray Millennials Moms
as frantically but adeptly juggling motherhood
and careers, many Millennial Moms feel misjudged.
30% of Millennial Moms are employed full-time versus
35% who self-identify as homemakers.
Meanwhile, 42% of them believe that “most advertising
and marketing is not geared toward women like me.”
Source:WeberShandwick,2014

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9. As important as Millennial Moms are to
marketers, their partners are important too.
Millennial Moms
share decision-
making for
grocery purchases
more than other
generation of
Moms.
Source:WeberShandwick,2014

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10. They engage more
actively in cause campaigns,
which is not surprising,
given that they prefer
brands that reflect their
own personality.
Source:Shopchology,2014
31% of Millennials volunteer
their time, 37% make purchases
to support causes and 30% will
work to encourage others to
support a cause.

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insights,
call us at 212-660-0400
Or stay tuned for the next SlideShare in our WomIntuition series.
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