Research
co-sponsored by
2015
State of
Modern
Motherhood
Report
Highlights
Email [email protected]
for the full report
Methodology
Qualitative Research
IN-PERSON
Friendship Groups
• Moms 21-32 by stage
• 1st time pregnant
• 1st time mom
• Experienced moms, 2+ children
• San Diego & Chicago
• Sept. 2014
ONLINE
Longitudinal Discussion Group
•
7 month journey; from month 6 of
pregnancy to baby 3 months old
•
First-time moms
•
Millennials,18-32
•
25 moms participated
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
Methodology
Primary and Secondary Research
In-depth Survey
Global Motherhood survey fielded
via BabyCenter’s 21st Century Mom®
Panel & sites
• 8,000+ moms globally
• 2,700 US moms
• Other markets: Brazil, Canada,
China, UK, US Hispanic
3rd Party Sources
•
•
•
•
Population estimates
Spending power
Financial health
Media habits
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
Moving Millennials
into Motherhood
Average age of a US
first time mom: 25.8
Nearly 4MM births
a year in the US –
83% of new moms
are Millennials, 18-32
Worldwide, 8 in 10
births are to Millennials –
over 100MM globally each year
Sources: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by
the IAB, February 2015. CIA World Fact Book, 2014. CDC, final birth data for 2013.
Fundamental Values Change in Motherhood
Q: What were your top 5 most important goals and aspirations,
before and after becoming a mom?
87%
Millennial Moms
76%
80%
60%
33%
Becomes less important
21%
Time with
friends
Career
Fashion
Hobbies
Romance Fitness
Time
for self
Healthy
lifestyle
-24%
-37%
Financial Time with Marriage/ Raising
security
family Relationship healthy
child
-24%
-34%
-45%
-52%
-58%
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
Becomes more important
Child’s
well-being
Becoming a mom
does not make a
millennial less of
a millennial.
Motherhood
may change her
priorities, but
she’s still a digitally
savvy consumer.
Ongoing Reliance on Her Digital Toolbox
Q: How often do you use these resources for parenting-related
information? (% using weekly or more often)
Millennial Moms
Expert advice on parenting
websites
49%
Your/Your partner’s mom
48%
Other parents on parenting
social media
32%
Mom Blogs
32%
Parenting/Baby Apps
31%
Other parents on mainstream
social media
23%
Healthcare providers
22%
Books
21%
of first time moms use
mom blogs weekly or
more often
Digital
Non-Digital
Online videos
15%
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
41%
Her Changing Purchase Criteria Requires a
New Approach For Marketers
Q: Which of these criteria are important when making everyday
purchases? (select all that apply)
Millennial Moms
77%
Safety
Convenient to purchase
65%
Brands that provide good value
64%
Good product reviews online
Products that simplify my life
Recommended by other parents
60%
57%
Compared to 2013,
among Millennial
Moms:
Good value -26%
less important
(economy improving)
51%
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015. BabyCenter 21st Century Mom® Millennial Mom Report, 2014
Motherhood Sparks New Brand Choices
Q: Since becoming a mom, have you changed your purchase criteria
across these categories?
Percent of moms
who changed criteria
63%
Groceries/Food/Bev
52%
Cleansers/Detergent
48%
Personal Care/Cosmetics
42%
Financial Services
41%
Apparel/Accessories/Shoes
35%
Consumer Electronics
$13,127
The average
amount moms
spend on a child
annually
Sources: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015. BabyCenter Cost of Raising a Child Report, 2014. BabyCenter First Year Cost Calculator, 2015.
Mom’s Brand Choices Change, Globally
Q: Since becoming a mom, have you changed your purchase criteria
across these categories?
Millennial Moms
US
International
70%
63%
50%
48%
52%
35%
Groceries / Food / Bev
Brazil
Consumer Electronics
Personal Care / Cosmetics
Canada
China
Sources: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015. BabyCenter Cost of Raising a Child Report, 2014. BabyCenter First Year Cost Calculator, 2015.
Her Tech and Media Habits Change
Q: Do you have any of the following devices or services?
2013
2014
Millennial Moms
-28%
90%
81%
94%
83%
+28%
57%
47%
-21%
Laptop/PC
Tablet
of Millennial Moms
own a smartphone
and a tablet
(+33% YOY increase)
53% 55%
25%
Smartphone
53%
Streaming TV
subscription
18%
Landline
phone
16% 18%
12% 13%
Internet TV
Mobile
device
health/fitness
tracker
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015. BabyCenter 21st Century Mom® Millennial Mo m Report, 2014.
Motherhood Makes Mobility and
Time-Shifting Media-Musts
Q: How has your use of each of these changed since becoming
pregnant/a mom?
Millennial Moms
25%
Using less
Laptop/PC
Cable/TV
Cable TV
63%
29%
30%
Tablet
Streaming TV
15%
TiVo / DVR
Streaming Radio
Using more
-32%
-57%
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
Smartphone
Mom is Consuming Content On Her
Own Schedule
Q: What’s your position when it comes to paying for satellite or cable TV?
Millennial Moms
34%
48%
Do not have
cable/ satellite TV
18%
Wouldn’t consider
cancelling
Considering
cancelling
28%
20%
Subscribed
before but
cancelled
Never subscribed
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
Compared to
Gen X Moms,
Millennial Moms
are 2x more likely
to be “cord-nevers”
Millennial Moms Are Spending More
Time With Media, Thanks to Mobile
Q: In a typical day, how many hours do you spend with the
following media?
Millennial Moms
8.3 hrs
Online on tablet
Online on smartphone
Streaming to TV
Online on laptop/PC
Radio/Streaming
Print
TV
0.5
0.5
1.7
2.3
0.7
0.6
1.7
2.1
0.8
0.2
1.3
2.3
2.3
35%
more time on a
smartphone than on
their PC/laptop
1 in 3
Moms say they use
their cable TV
subscription less now
that they are a mom
0.2
2013
Moms spend
8.9 hrs
2014
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015. BabyCenter 21st Century Mom® Millennial Mom Report, 2014.
Smartphones Go Shopping With Mom
Q: How do you use your smartphone when
in-stores or out shopping?
(among those who use their phone when out shopping)
Millennial Moms
8 in 10
use their phone
while shopping
in-store
Search for/download mobile
coupons
62%
Search for better prices
elsewhere
51%
Search for recipes
51%
Text photos or videos to other
people to ask for opinions
46%
Search for or read product
reviews
44%
Make online purchases of
products you see in store
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
17%
Online Product Reviews Influence
Her Purchasing Decisions
Q: Where do you read product reviews
for baby or children products?
(select all that apply)
9 in 10
say product reviews
are very influential on
purchases of baby or
children’s products
Millennial Moms
68%
Amazon
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
63%
53%
52%
Other retailer BabyCenter BabyCenter
websites Community Products &
(e.g., Target,
Gear
Walmart)
Go Digital To Get Her Attention
Q: Where do you frequently notice ads?
US Millennial Moms
44%
NET Digital
(Laptop/PC/Smartphone/Tablet)
29%
+8%
37%
NET Mobile (Smarphone or
Tablet)
23%
26%
16%
22%
25%
Print magazines
21%
19%
Radio
Print newspapers
+52%
43%
40%
TV
Laptop/PC
70%
US Gen X Moms
13%
13%
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.
agree that now that
they are moms, they
are more likely to skip
TV commercials
+61%
Millennial Moms are
+62%
-15%
less likely to notice ads
in print magazines than
Gen X Moms
(frequently or sometimes)
Key Take-Aways
Becoming a mom changes everything. Purchase criteria
and product selection shifts across product categories
globally, triggering a total brand re-evaluation.
Mom has a mobile-first mentality. Millennials are
heavy cross-screen users, in total control of their
media experience.
Mom rewards brands that understand her mindset and
media habits. Think small in terms of screen size. Think
big when it comes to ad quality and relevance.
Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by the IAB, February 2015.