Parenting Trends Summary

8/4/2019 Parenting Trends Summary

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Parenting Trends

03.19.10

Tuesday, September 6, 2011


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What Makes a Good Mom Prioritizing

The notion of having it all or doing it all may no longer berealistic or even desirable. Prioritizing and inevitably,compromising are facts of life for most moms. The well-being of her children is at the top of her list.

1. Safety

2. Emotional Health

3. Nutrition



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1. Safety & Protection

According to most moms, a good mother monitors her kids,especially in areas where:

Heightened coverage exposes her kids to more risks suchas drugs, alcohol, peer pressure, bullying, violence, and sexin entertainment

She experiences uncertainty of the online activity her childengages in, creating a greater overall concern for internetsafety

A good mother is classified as by always being prepared for

any emergency or unexpected situation



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2. Emotional Health

A good mom feels it is imperative to create a positive,nurturing home and family environment

Half of respondents say that making sure that everyone sitsdown to meals together and bringing the family together isvery important

Marketers can benefit by helping moms to create sharedexperiences for their families

More than half characterize good spouse relations as a veryimportant part of being a mom



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3. Nutrition & Physical Health

Moms are spending more time planning healthy activities fortheir children

She makes sure her kids get plenty of exercise

She limits their junk food and sugar intake

Moms increased emphasis on nutrition of babies andtoddlers diminishes as her kids reach their teens

Moms of kids under 3 are considerably more likely than moms ofkids aged 12-17 to say that providing kids with healthy snacks andlimiting kids junk food intake is important



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What Makes a Good Mom Secondary

Many other positive traits are considered less essential bymom

1. Involvement in Activities

2. Physical Appearance



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1. Involvement in Activities

Moms feel that activities in excess may cause their children tolead over-programmed lives

Only a quarter of moms feel engaging kids in sports, playdates and music is very important



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2. Physical Appearance

While mom doesnt place significant value on kids physicalappearance, she most certainly puts it before her own

Seven out of 10 moms viewed that keeping her kids well-dressed and clean is somewhat important to being a goodmother, while only one-third of moms viewed it as very

important Half of moms rate that paying attention to her own

appearance is only somewhat important



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Moms & Family Activities Added Benefits

Moms have an increasing interest in leisure activities, whichprovide a benefit to their children

1. Entertainment, Health and Education

2. Bringing the Family Together



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1. Entertainment, Health and Education

The trend toward kid experiences that combine learning orhealth with play show no signs of losing momentum

Wii has generated multi-generational appeal and introduceda degree of physicality to the world of video games. Bringingthe family together, and up of the couch for a shared

activity lines up with moms priorities.

Trend more popular by age, not by income

Strongest influenced are those moms of kids aged 5 and younger

It is not income-dependent, as moms at all income levels report

spending more time than they did a year ago planning healthy andeducational activities for their kids

The opportunity to market both fitness and educational products



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Moms and Shopping On a Budget

Moms are taking an increasingly budget-minded approach toshopping

1. Were in This Together

2. Sales, Discounts and Coupons



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1. Were in This Together

It is clear that the recession is motivating moms to be morebudget-conscious

Budget-driven shopping behavior is prevalent among momsof every income group



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2. Sales, Discounts and Coupons

Coupon redemption data quantifies moms claims of taking anincreasingly budget-minded approach to shopping

3 out of 5 moms, consistent across age groups, arespending more time looking for sales, discounts, andcoupons, than they did a year ago

Not only are moms motivated to save, they also have morecoupons available to them than ever before

While new digital and mobile shopping technology isreceving considerable trade press attention, traditional

oine budgeting tactics, such as clipping coupons andusing weekly circulars, show substantial reported increases



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Influences on Moms Purchase Decisions

Moms seek product information from a variety of sources

1. Familiarity

2. Word of Mouth

3. Internet



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1. Familiarity

Familiarity holds significant influence over moms decisions ofwhat to buy for her children

A brand you are familiar with remains the most importantinfluence on moms purchases for their kids

The finding suggests that while moms often seek product

information from a variety of sources, they also trust their owninstincts and preferences



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2. Word of Mouth

Word of mouth remains as powerful an influence as ever, andeven in a highly connected digital world, personal contact isstill important

A significant influence on moms purchase decisions includethe people closest to them

Nearly two-thirds of moms cite childrens requests

More than half say that recommendations from family and friendsare important influences

A little less than half say that recommendations from other momsinfluence their decisions

Respondents rate information from the internet, as well asfrom traditional media such as television, newspapers, and



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3. Internet

Higher income moms claim slightly less influence from kidsrequests and more from other moms and the internet,suggesting that they are more likely to be tapped into socialmedia that may directly or indirectly provide purchaseguidance



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Moms and Social Networking Staying

Moms are using Social Networking as a way to makeconnections. It is simply the latest manifestation of momsage-old desire to share experiences, feelings and advice withother moms

1. More Connected, More Frequently

2. Its Not Just Social Anymore



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1. More Connected, More Frequently

Online social networking has become the commonplace formoms

Seven out of 10 moms connect with family and friendsthrough social networking sites, such as Facebook

The percentage of moms who use social media regularly hasincreased from 11% in 2006, to 63% in 2009 (21st CenturyMom Report, BabyCenter 2009)

Of these moms, nearly 6 out of 10 say they are doing so more oftenthan they were a year ago

Online social media has dramatically changed the way that

brands and moms connect Mom blogs are a powerful force in the marketing world

23 million women engage in weekly blogging activity



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2. Its Not Just Social Anymore

While they once viewed Social Networks as mostly socialinstitutions, moms are more commonly using them asresources for companies, information on products andservices, and to voice their opinions

44% of moms use social networking sites for word-of-mouth

recommendations on brands and products 73% of moms say they find trustworthy information about products

and services through online communities focused on specificinterests



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Mom Cluster Analysis Who are they?

A total of 750 moms (25+), with a child under 18 who use theinternet were used to develop three clusters according to theirparticular characteristics*:

1. Family Engineers

2. Chill Moms

3. Networkers

* Column shares may not sum to 100% due to rounding. All statistical significance is at the 95% confidence level.



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1. Family Engineers 34% of the Sample

Family Engineers tend to place a high emphasis on the variousattributes of motherhood; they make family time a high priority

This group believes that making sure the family sits down atmeals together is very important to being a good mother

Let their childrens request influence their purchases more

than other groups

This group feels that the product having a familiar brand isimportant to the purchases they make

Because these moms put a premium on values, they are

likely to appreciate authentic marketing messages thatemphasize quality family time, especially in the wake of



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2. Chill Moms 45% of the Sample

Chill Moms tend to be more relaxed in their approach tomotherhood. They value the various attributes of maternity, butusually stay away from superlative terms.

They dont believe that television shows and advertisements or

magazines and newspapers are important to their purchases They tend to think that recommendations from other moms

are neither important nor unimportant to their purchases

Given that these moms are comprised mostly of low-incomerespondents, marketers should focus on value positioning

but not in terms of price. Such oferings would earn therespect of these moms, while at the same time enhancing a



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3. Networkers 21% of the Sample

Networkers are super-connected moms. They get help fromdaycare providers and family. They place value on the variousattributes of motherhood and find a broad spectrum of theseaspects important.

This group tends to think that living healthy and taking care

of oneself is important to being a good mother

Many marketers are viewing these moms as influentials,especially in new media and technology. The internet has seena number of websites attempting to attract the interests ofmothers.

This group is the most likely to have a smart phone with



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Parenting Trends Summary