Understanding the Modern Mom

The origin of modern mom

GENERATIONAL SNAPSHOT

Gen Y

1979-1999

10-30 years old

84 million

Optimistic

Complexity

Self-confidence

Generation X

1965-1978

31-44 years old

55 million

Entrepreneurial

Work/family balance

Self-reliance

Baby Boomers

1946-1964

45-63 years old

78 million

Individuality

Idealists

Self-fulfillment

Everyday, 10,000

Boomers turn 55

For the next four years,

10,500 will turn 21 everyday

Currently the dominant

family rearing generation

THREE GENERATIONS OF MOMS

Gen Y

18-30 years old

Role to be defined

Help from Mom

What’s best

Want kids to fit in

Generation X

31-44 years old

Partner role

Independent

My terms

Want happy kids

Baby Boomers

45-55 years old

Authoritative role

Team effort

Follow the pack

Want successful kids

Children growing up and

moving out. Embracing

Empty Nester role and

grandparenthood

Starting to become moms.

Will likely create largest

baby boom in U.S. history

Are in peak child bearing

years and continue to

grow their families

ROUGHLY BREAK DOWN AS

24.7 million Gen X moms13 million Gen Y moms9.7 million Boomer moms

Source: Mediamark Research – Spring 2008

These moms represent 73.6 million children 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

67% of kids under 18 live with two married parents

Source: Childstats.gov – 2008

BUT HOLD ON …

The Gen Y Mommy Tsunami is coming

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

Source: Mediamark Research – Spring 2008

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

Source: National Center For Health Statistics

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

Source: CDC National Vital Statistics Report – March 2009

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

Around 11,000 women a day give birth

Source: U.S. Census Bureau

And of those, roughly 40% are first time moms

Source: American Community Survey 2007

iVillage generally credited with coining the term “momtourage”

Many of which depend on their Momtourage

With 84 million members, of which roughly half are female, Gen Y is mathematically

destined to dominate motherhood for the next couple of decades

Source: U.S. Census Bureau

It’s no secret that moms lead a pretty busy life

MOM ROLES

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

CHIEF PROCUREMENT OFFICER

• Control nearly 80% of all household spending

• Which equates to a little over $2 trillion per year

Source: Maria Bailet, BMS Media Group

CHIEF NUTRITION OFFICER

• Responsible for feeding 141 million individuals

• Individually prepare 290 dinner meals annually, which, collectively amounts to 10.2 billion dinners

Source: NPD “What’s on the minds of moms” study – June 1009

While it’s easy to classify moms generationally, reality says …

MOM TRIBES

Digital Moms

34 million U.S. moms with children under 18

go online at least once per month

Source: eMarketer – May 2009

“Women with children highly value social media, mobile and other digital technologies as a convenient means to stay connected, seek advice and information, shop and learn about products, meet others like themselves, and simplify the many dimensions of their lives.”

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

WHAT MOMS ARE DOING ONLINEC

TECHNOLOGIES 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

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

WHAT ARE MOMS DOING ONLINEC

CATEGORIES 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

Moms more likely to be socially networked than the average adult

Moms Average AdultFacebook 60.3%50.2%MySpace 42.4 34.4Twitter 16.5 15.0

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

15.3% of moms maintain their own blog

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

DIGITAL MOMS ON KIDS

Boomers = keeping up with kids

Gen Xers = showing off kids

Gen Y = getting/giving advice on kids

Tools Of The Modern Mom

TOOLS OF THE MODERN MOM

OLD NEW

TOOLS OF THE MODERN MOM

OLD NEW

TOOLS OF THE MODERN MOM

OLD NEW

TOOLS OF THE MODERN MOM

OLD NEW

TOOLS OF THE MODERN MOM

OLD NEW

TOOLS OF THE MODERN MOM

OLD NEW

TOOLS OF THE MODERN MOM

OLD NEW

TOOLS OF THE MODERN MOM

OLD NEW

In closing …

david.stutts@luckie.comtwitter.com/stutts

slideshare.net/stutts