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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%
Mom Study 2013: Meet The Maver
Community
City 35%
Suburbs 53%
Rural 12%
Mom Study 2013: Meet The Maver
Ethnicity African American
14% Asian American
4%
Caucasian 70%
Hispanic 10%
Mixed 2%
Mom Study 2013: Meet The Maver
Marital Status
Single 9%
DaSng 1% In a
relaSonship 12%
Married 69%
Divorced 9%
Mom Study 2013: Meet The Maver
Education
High school Diploma 31%
Associates Degree 20%
Bachelors Degree 36%
Masters Degree 12%
Doctorate 1%
Mom Study 2013: Meet The Maver
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%
Mom Study 2013: Meet The Maver
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%
Mom Study 2013: Meet The Maver
Number of Children
One Two Three Four Five Six
25%
37%
22%
9%
3% 3%
Mom Study 2013: Meet The Maver
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
Mom Study 2013: Meet The Maver
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%
Mom Study 2013: Meet The Maver
How often do you use coupons?
Mom Study 2013: Meet The Maver
Daily Weekly Monthly I do not use coupons
22%
56%
20%
2%
Which types of coupons do you use?
Mom Study 2013: Meet The Maver
Household goods
Dining Beauty Entertainment Fashion Technology Travel
95%
83% 81%
65% 58%
43% 41%
How do you prefer to receive
coupons?
Mom Study 2013: Meet The Maver
80% By email
81% By mail
Mom Study 2013: Meet The Maver
38% By text
64% By newspaper
Mom Study 2013: Meet The Maver
Mom Study 2013: Meet The Maver
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 _____.
Mom Study 2013: Meet The Maver
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?
Mom Study 2013: Meet The Maver
Yes 62%
No 38%
Any charity
Yes 71%
No 29%
Known charity
What type of charities do you prefer to support?
Mom Study 2013: Meet The Maver
Local NaSonal Global
69%
23%
8%
What type of causes do you prefer to support?
Mom Study 2013: Meet The Maver
Children Health-‐related Women’s issues Green
83%
65% 63%
43%
Mom Study 2013: Meet The Maver
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”.
Mom Study 2013: Meet The Maver
Buzz Marketing Group 1515 Market St.
Suite 1810 Philadelphia, PA 19102
215.399.5679 www.buzzmg.com
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