Meet the Maver 2013

Mom Study 2013 Meet the Maver

09.20.13

Who was Involved?

The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the month of March of 2013. This report is available for download at www.buzzmg.com/reports.

Composed based on data from 01.01.2013 – 03.08.2013

943 Participants 7,000 Panelists

100% Female

Survey fielded online

Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12%

Mom Study 2013: Meet The Maver

Location CA 10%

TX 4%

NY 12%

FL 4%

IL 12%

PA 7%

OH 4%

GA 6% MI

5%

NC 4%

NJ 5%

Rest of the USA 27%


Community

City 35%

Suburbs 53%

Rural 12%


Ethnicity African American

14% Asian American

4%

Caucasian 70%

Hispanic 10%

Mixed 2%


Marital Status

Single 9%

DaSng 1% In a

relaSonship 12%

Married 69%

Divorced 9%


Education

High school Diploma 31%

Associates Degree 20%

Bachelors Degree 36%

Masters Degree 12%

Doctorate 1%


Employment

employed full-‐Sme

employed part-‐Sme

unemployed employed part-‐Sme from home

employed full-‐Sme

from home

a fullSme homemaker

50%

16%

4% 4% 2%

24%


Household Income

Less than $8,000

$8,000 -‐ $33,000

$33,000-‐ $82,000

$82,000 -‐ $170,000

$170,000 -‐ $370,000

More than $370,000

I don't want to specify

1%

15%

45%

30%

5% 1% 3%


Number of Children

One Two Three Four Five Six

25%

37%

22%

9%

3% 3%


Infant: 0-‐12 Months

Toddler: 1-‐2 yrs

Child: 3-‐7 Tween:8-‐12 Teen:13-‐19 Young Adults: 20-‐30

11%

23%

54% 57%

43%

21%

Age of Children


Children’s Residence

With me full Sme With me the majority of the

Sme

With me part of the Sme

Outside of my home,

independently

90%

4% 2% 4%


How often do you use coupons?


Daily Weekly Monthly I do not use coupons

22%

56%

20%

2%

Which types of coupons do you use?


Household goods

Dining Beauty Entertainment Fashion Technology Travel

95%

83% 81%

65% 58%

43% 41%

How do you prefer to receive

coupons?


80% By email

81% By mail


38% By text

64% By newspaper



1. Groupon (81%)

2. Living Social (70%)

3. Gilt (37%)

4. Jetsetter (24%)

5. The Outnet (18%)

Which online communities do you belong to?

I would only try a new product if it was _____.


10% off 20% off 30% off Buy one get one free

Free

4%

10%

19%

32% 36%

How likely are you to purchase a products that donates a portion of the proceeds to charity?


Yes 62%

No 38%

Any charity

Yes 71%

No 29%

Known charity

What type of charities do you prefer to support?


Local NaSonal Global

69%

23%

8%

What type of causes do you prefer to support?


Children Health-‐related Women’s issues Green

83%

65% 63%

43%


1. Perceived Value (36%)

2. Safety (28%)

3. Reputation (16%)

4. Brand Name (13%)

5. Environmentally Friendly (7%)

Please rank the following in order of their relevance in your purchasing decisions:

Key Findings Moms are looking for value and safety more than anything else when they go shopping. 36% of Moms ranked “perceived value” as the most important when making purchasing decisions followed by safety(28%). “Environmentally friendly” was the least important thing to Moms with just 7% of the votes.

Moms are undoubtedly influenced by charity. 71% of Moms said that knowing that a part of the proceeds will go to support a known charitable cause or organization definitely influences their purchases while 61% said that a portion of the proceeds going to any charity would influence their decision. An overwhelming 69% of Moms prefer to support local charities.

Coupons are being used often and for a variety of products. 98% of Moms are using coupons on a monthly basis and 22% on a daily basis. “Household products”(95%) is the most popular category followed by “Dining”(83%) and “Beauty”(81%). As for how Moms like to receive their coupons, 81% of Moms prefer to receive coupons “by mail” and 80% “by email”.


Buzz Marketing Group 1515 Market St.

Suite 1810 Philadelphia, PA 19102

215.399.5679 www.buzzmg.com

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