Understanding the Modern Mom Pres 10.08.09

8/14/2019 Understanding the Modern Mom Pres 10.08.09

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The origin of modern mom


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GENERATIONAL SNAPSHOT

Gen Y

1979-199910-30 years old84 millionOptimistic

ComplexitySelf-confidence

Generation X

1965-197831-44 years old55 millionEntrepreneurial

Work/family balanceSelf-reliance

Baby Boomers

1946-196445-63 years old78 millionIndividuality

IdealistsSelf-fulfillment

Everyday, 10,000Boomers turn 55

For the next four years,10,500 will turn 21 everyday

Currently the dominantfamily rearing generation


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THREE GENERATIONS OF MOMS

Gen Y

18-30 years oldRole to be definedHelp from MomWhats best

Want kids to fit in

Generation X

31-44 years oldPartner roleIndependentMy terms

Want happy kids

Baby Boomers

45-55 years oldAuthoritative roleTeam effortFollow the pack

Want successful kids

Children growing up andmoving out. EmbracingEmpty Nester role andgrandparenthood

Starting to become moms.Will likely create largestbaby boom in U.S. history

Are in peak child bearingyears and continue togrow their families


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ROUGHLY BREAK DOWN AS24.7 million Gen X moms

13 million Gen Y moms

9.7 million Boomer moms

Source: Mediamark Research Spring 2008


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These moms represent 73.6 millionchildren 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



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BUT HOLD ON

The Gen Y Mommy Tsunami is coming


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First Gen Yers just now reaching their 30sand already over 13 million are moms



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2006 was the first time in 25 years that themean age for a mother to give birth fell

Source: National Center For Health Statistics


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4,317,119 births in 2007 was the highestyear total ever recorded in the U.S.

Source: CDC National Vital Statistics Report March 2009


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2,742,604 born to Gen Y moms1,567,166 born to Gen X moms

7,349 born to Boomer moms

Source: CDC National Vital Statistics Report March 2009


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Around 11,000 women a day give birth

Source: U.S. Census Bureau


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iVillage generally credited with coining the term momtourage

Many of which depend ontheir Momtourage


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With 84 million members, of which roughly

half are female, Gen Y is mathematicallydestined to dominate motherhood for

the next couple of decades

Source: U.S. Census Bureau


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Its no secret that momslead a pretty busy life


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MOM ROLES


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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


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CHIEF PROCUREMENT OFFICER Control nearly 80% of all household

spending

Which equates to a little over $2 trillionper year

Source: Maria Bailet, BMS Media Group


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CHIEF NUTRITION OFFICER Responsible for feeding 141 million

individuals

Individually prepare 290 dinner mealsannually, which, collectively amounts to10.2 billion dinners

Source: NPD Whats on the minds of moms study June 1009


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While its easy to classify momsgenerationally, reality says


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MOM TRIBES


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Digital Moms


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34 million U.S. moms

with children under 18go online at least

once per month

Source: eMarketer May 2009


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Women with children highly value social

media, mobile and other digitaltechnologies as a convenient means to

stay connected, seek advice andinformation, shop and learn aboutproducts, meet others like themselves,and simplify the many dimensions oftheir lives.

Source: Digital Mom report via Razorfish and CafeMom Feb. 2009


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WHAT MOMS ARE DOING ONLINECTECHNOLOGIES USED IN THE PAST THREE MONTHS

11%

21%

29%

33%

36%

51%

52%

55%

65%

74%

95%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Podcasts (Audio or Video)

RSS Feeds

Blogs

Consumer Reviews

Online Video

News Sites

Gaming (online or console)

Instant Messaging

Social Network Sites

Search Engines

E-mail



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WHAT ARE MOMS DOING ONLINECCATEGORIES RESEARCHED, SOUGHT ADVICE OR

PURCHASED IN THE PAST THREE MONTHS

2%

12%

14%

14%

18%

20%

21%

21%

22%

26%

31%

40%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Brokerage Services

Cars

Telecommunications

Homegoods/Appliances/Furniture

Health/Fitness

Medication/Medical Condition

Travel

Electronics/Computers

Banking Services

Baby/Parenting

Food/Cooking

Clothing/Fashion Accessories



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Moms more likely to be socially networkedthan the average adult

Moms Average AdultFacebook 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


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15.3% of moms maintain their own blog

Source: Retail Advertising and Marketing Association All About Moms Report Spring 2009


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DIGITAL MOMS ON KIDS

Boomers = keeping up with kids

Gen Xers = showing off kids

Gen Y = getting/giving advice on kids


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Tools Of The Modern Mom


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TOOLS OF THE MODERN MOMOLD NEW


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In closing


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[email protected]

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Documents

Understanding the Modern Mom Pres 10.08.09