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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
Source: Mediamark Research Spring 2008
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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
Source: Mediamark Research Spring 2008
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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
Source: Digital Mom report via Razorfish and CafeMom Feb. 2009
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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
Source: Digital Mom report via Razorfish and CafeMom Feb. 2009
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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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TOOLS OF THE MODERN MOMOLD NEW
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TOOLS OF THE MODERN MOMOLD NEW
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TOOLS OF THE MODERN MOMOLD NEW
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TOOLS OF THE MODERN MOMOLD NEW
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TOOLS OF THE MODERN MOMOLD NEW
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TOOLS OF THE MODERN MOMOLD NEW
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TOOLS OF THE MODERN MOMOLD NEW
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In closing
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