Conventional Mom or Maverick mom? Insights for marketing to moms

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Conventional Mom or Maverick Mom? Insights for marketing to momsApril 9, 2015

Introducing our speaker

John Fetto, Senior Research and Marketing Analyst

Today’s agenda:

Segmentation overview

Meet today’s moms

Profiles of each segment

@ExperianMkt #shareinsight

How much can a demo tell us?

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New moms Latina moms

Older momsWorking moms

How much can a demo tell us?

#shareinsight

New moms Latina moms

Older momsWorking moms

I like to indulge my children with little extras

Advertising to children is wrong

I enjoy watching kids’ TV shows with my children

My children have a significant impact on the brands that I buy

A woman’s place is in the home

Family is the most important thing to me

I am willing to sacrifice time with my family to get ahead

I prefer to shop with my family

My faith is really important to me

When shopping, I look for natural or organic products

Fast food fits my busy lifestyle

I am a perfectionist

I trust homeopathic medicine

I like to buy new gadgets

I make friends easily

I pay attention to ratings and reviews

I don’t buy unknown brands to save money

People often copy what I do

+120statements

Meet today’s moms

From Striving to Maverick and all points between

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20%19%

StrivingMoms

ConventionalMoms

AlphaMoms Modest

Maverick Moms

Striving MomsConvenience and budget-oriented; driven to succeed

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50% are under age of 35

61% are Hispanic or non-White

48% are unmarried

Money best measure of success

Rely on family for support

Striving MomsConvenience and budget-oriented; driven to succeed

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“I like to buy the same products that celebrities use”

“Fast food helps me stay in my budget” (177)

“I would be interested in ads on my phone” (176)

“I’ll pay anything for an electronic item I want” (199)

“I will spend whatever I have to, to make myself look

younger” (177)

“Designer labels improve a person’s image” (167)

(Index)

Striving MomsTop indexing retail and dining brands

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Radio Shack

Retailers Dining

Striving MomsTop indexing websites and mobile apps

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Websites Mobile apps

Striving MomsLifestyle searches

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Dora games (381)

Peppa pig games (308)Paw patrol games (267)eHarmony (243)Dora the Explorer (241)Bearville (197)Gawker (175)Plenty of Fish (164)Pet meds (161)Pet smart (156)

(Index)

Striving MomsHealth searches

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Low carb foods (360)

CVS locations (335)Medical terminology (300)Foods high in iron (298)Coconut oil (277)Mayo clinic symptom checker (260)Diabetes diet (258)Pill identification (251)Lymes disease (249)Bronchitis (245)

(Index)

Conventional MomsFamily and faith-oriented; financially well-off

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84% are non-Hispanic & white

43% are conservative

56% are employed full-time

26% drive an SUV/CUV

Prefer shopping online

Conventional MomsFamily and faith-oriented; financially well-off

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“I consider myself a conservative, evangelical

Christian” (138)

“I enjoy posting photos, videos, etc. on social media”

“Simple, easy to prepare foods are my favorite” (138)

“Shopping for groceries is a bore” (156)

“I am more likely to buy a product online than in the

store” (140)

“I am a TV addict” (146)

(Index)

Conventional MomsTop indexing retail and dining brands

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Retailers Dining

Conventional MomsTop indexing websites and mobile apps

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Conventional MomsLifestyle searches

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Sesame Street (333)

DIY (313)Michaels crafts (263)Michaels coupons (251)Short hairstyles (248)Drudge report (234)Perez Hilton (224)Pinterest (197)Hobby Lobby (168)Hairstyles (119)

(Index)

Conventional MomsHealth searches

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Drug interactions (823)

Swollen feet (650)Irritable bowel syndrome (455)Muscle and fitness (455)UTI (444)Canker sore (416)Poison ivy treatment (363)Potassium rich foods (345)Symptoms of diabetes (316)Listeria (311)

(Index)

Alpha MomsHigh-octane, lean-in moms; early adopter & trendsetter

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49% have college degree

61% employed full-time

Avid shopper

Income 57% above average

31% are liberal

Alpha MomsHigh-octane, lean-in moms; early adopter & trendsetter

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“I try to eat gourmet food whenever I can” (217)

“I would pay more for environmentally friendly

products” (209)

“I love new gadgets and appliances” (192)

“My budget allows me to buy designer clothes” (215)

“I am usually the first among my friends to shop a new

store” (193)

“I am interested in mobile payment options in stores”

(Index)

Alpha MomsTop indexing retail and dining brands

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Retailers Dining

Alpha MomsTop indexing websites and mobile apps

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Alpha MomsLifestyle searches

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Our time (440)

The Hill (364)Adventure time games (341)Techcrunch (296)Puppyfind (259)Pioneer Woman (233)Speed date (215)Myers Briggs test (166)Watch Disney channel (149)Cool math games (117)

(Index)

Alpha MomsHealth searches

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Marketplace (474)

TMJ (307)Normal blood pressure (290)Probiotics (272)Depression symptoms (268)MRSA (210)Melatonin (199)BMI (171)WebMD symptom checker (170)Anemia (161)

(Index)

Modest MomsFamily and faith-oriented; Simple life and modest means

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25% are divorced or separated

37% are age 45 or older

Income 26% below average

Low tech

Faith- and family-oriented

Modest MomsFamily and faith-oriented; Simple life and modest means

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“Clothes sold at discount stores are just as good”

“I enjoy watching religious television programs” (124)

“I often prefer to pay cash for the things I buy” (118)

“I am very good at managing my money” (112)

“Computers confuse me, I’ll never get used to them”

“I prefer to shop with my family” (131)

(Index)

Modest MomsTop indexing retail and dining brands

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Retailers Dining

Modest MomsTop indexing websites and mobile apps

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Modest MomsLifestyle searches

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Name meanings (456)

Lifehacker (286)Michael’s craft center (265)Dog breeds (241)Multiplication games (220)Blue Letter Bible (214)YMCA (172)Caringbridge (156)Sermon central (152)Family Search

(Index)

Modest MomsHealth searches

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Chigger bites (573)

Sickle cell anemia (422)Acetaminophen (359)Prescription drugs (355)Macular degeneration (327)Osteoporosis (304)Rogue fitness (286)How to lose weight (277)Depression (276)Sciatica (247)

(Index)

Maverick MomsNon-conformists; favor healthy, natural products

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Trailblazers

63% seek organic, natural food

Information gatherers

Entrepreneurial

Left AND right skew

Maverick MomsNon-conformists; favor healthy, natural products

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“I prefer alternative medicine to standard medical

practices” (222)

“I usually only snack on healthy foods” (187)

“When shopping, I just get what I need and leave” (149)

“I look for organic or natural items when shopping” (221)

“I usually read the information on product

labels” (149)

“Advertising to kids is wrong” (139)

(Index)

Maverick MomsTop indexing retail and dining brands

#shareinsight

Retailers Dining

Maverick MomsTop indexing websites and mobile apps

#shareinsight

Maverick MomsLifestyle searches

#shareinsight

Banana bread recipe (352)

Myers Briggs test (287)Sesame Street (215)Bible gateway (205)Proactive (189)Angie’s List (174)Joel Osteen (170)Mary Kay (161)Personality test (156)ASPCA (148)

(Index)

Maverick MomsHealth searches

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Sun poisoning (847)

Drug interactions (723)Calorie counter (417)Foods high in potassium (364)Lose it (290)Blood pressure chart (266)Poison ivy rash (265)Strep throat (265)Health insurance marketplace (264)Cabbage soup diet (246)

(Index)

• Striving Moms: Convenience and budget are major influences for these moms with limited funds and busy lives. While generally less receptive to advertising, they are among open to mobile ads.

• Conventional Moms: Appeal to their traditional values and family-first mindset. With money to spend but a lack of interest in shopping, e- and m-commerce are key to closing the deal.

• Alpha Moms: The most tech-savvy, these affluent moms should be targeted through most digital media, especially mobile. She’s open to advertising and is a major force of influence in her own right.

• Modest Moms: They are ad receptive and say television is their main source of entertainment. They are more likely to part with their limited funds if it’s something for the kids.

• Maverick Moms: Give them access to information that they can use to decide for themselves if they want to form a relationship with your brand is the best approach.

Take-aways

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Questions?Stay connected with us for up-to-date insights:

consumerinsight@experian.com

@ExperianMkt

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