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
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
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
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