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Moms 1.0: The Modern Mom

Date post: 15-May-2015
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The FIRST WAVE of Buzz Marketing Group's year-long profile of today's mom. Our annual report reveals the truth about Moms - that they are connected, organized, innovative, and philanthropic.
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Our annual report reveals the truth about Moms: they are connected, inspiring, innovative, and philanthropic. Buzz on Moms Report The 1.0
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Page 1: Moms 1.0: The Modern Mom

O u r a n n u a l r e p o r t r e v e a l s t h e t r u t h a b o u t M o m s : t h e y a r e c o n n e c t e d , i n s p i r i n g , i n n o v a t i v e , a n d p h i l a n t h r o p i c .

Buzz on Moms

Report

The

1.0

Page 2: Moms 1.0: The Modern Mom

Who was Involved?

buzzmg.com

7000 Panelists

female 100% 44

9 Par tic ipa n ts

These panelists . Launched 10.22

.11

1,122 attempts

Fielded online

Closed 12.23.11

449 members from our buzzSpotter network participated in th is survey about Moms to learn h ow they’re raising the Millennial Generation.

Page 3: Moms 1.0: The Modern Mom

Where do you live?

City

Suburbs

Rural

36%  

56%  

9%  

As you can see, our respondents are mostly suburban moms with 56% raising ch ildren here. Less than half live in the City and only 9% of moms live in rural areas.

Page 4: Moms 1.0: The Modern Mom

ethnicity

buzzmg.com

African American

16%

American Indian

1% Asian

American 4%

Caucasian 68%

Hispanic 9%

Other 2%

Page 5: Moms 1.0: The Modern Mom

Marital Status

buzzmg.com

The majority of our moms are

married.

Single

In relationship

Married

Divorced

Widowed

Other

8%

12%

73%

6%

1%

1%

Page 6: Moms 1.0: The Modern Mom

How Many children do they have?

buzzmg.com

I have 1 child.

I have 2 children.

I have 3 children.

I have 4 children.

I have 5 children.

I have 6 children.

I have more than 6 children.

22%

39%

22%

10%

3%

2%

2%

Families are shrinking! 83% of families in our survey do not have more than 3 ch ildren and only 2% of moms have more than 6 kids. Parents seem to be having less ch ildren but spending more.

Page 7: Moms 1.0: The Modern Mom

Age Range of children

buzzmg.com

The majority of respondents have tweens or young ch ildren compared to 14% of moms who have young adults. It’s no wonder th is group is so popular.

9% 20%

52% 56% 41%

14%

Page 8: Moms 1.0: The Modern Mom

Yes 97%

No 3%

Are they still living with

mom? Nearly all of moms who were surveyed

are raising kids in their h

omes.

Page 9: Moms 1.0: The Modern Mom

Where do our moms work?

Inside my home for pay

15%

Outside the home 56%

As a full-time homemaker

29%

Whether it’s raising kids or working to raise their salaries, our moms sh ow no signs of slowing down! 56% of moms surveyed work outside of the h ome, wh ile 15% work at h ome and 29% consider themselves full-time h omemakers.

Page 10: Moms 1.0: The Modern Mom

My supermarket shopping

decision is based on…

Moms are value-focused. Brand loyalty doesn’t matter. It’s value for their dollar that matters the most.

Brand loyalty

Product selection

Coupons

Seeking weekly specials

Distance from home

Other

15%

45%

40%

59%

20%

3%

Page 11: Moms 1.0: The Modern Mom

Do you Menu plan?

Yes 86%

No 14%

It’s no secret here that moms determine what their families eat. Menu planning is a must for 86% of our moms.

Page 12: Moms 1.0: The Modern Mom

How often do they plan?

This Mom Study sh ows that 69% of moms plan each week and a mere 4% leave the planning to once a month .

Each day Each week Each month Other

26%

69%

4% 6%

Page 13: Moms 1.0: The Modern Mom

How often do they use a

grocery list?

All the time Almost always Sometimes Never

31%  

46%  

22%  

1%   Moms are planners who rarely go food sh opping with out knowing what they will already buy. For marketers, it’s important for their product to be on th is list!

Page 14: Moms 1.0: The Modern Mom

How many grocery store chains do

you frequent each week?

Moms are cost conscious! They are willing to go up to three different chains to get what they’re looking for!

1 1 to 2 2 2 to 3 3 More than 3

3%

39%

11%

34%

4% 8%

Page 15: Moms 1.0: The Modern Mom

Split Decision?...not

exactly!

0-25% 25-50%

50-75% 75-100%

84%

9%

2% 5%

If you are married or in a relationsh ip, what percentage of the grocery purchasing decisions does your partner make?

Moms overwhelmingly make the

grocery sh opping decisions solo

.

Page 16: Moms 1.0: The Modern Mom

How has this percentage changed

compared to previous years?

Increased 10%

decreased 8%

unchanged 82%

More than half of our moms surveyed continue to make grocery sh opping decisions alone. Th is trend has remained consistent through out the years.

Page 17: Moms 1.0: The Modern Mom

To what do you attribute this

change?

Interestingly, only 24% of moms indicated the recession as a factor in changing their food purchasing habits. Recession or not, moms are still purchasing groceries alone and looking for the best prices out there.

Job change

Recession

Greater financial communication

Other

12%

24%

23%

42%

Page 18: Moms 1.0: The Modern Mom

how much do you care about your products being

natural or organic?

I don't care at all. 3%

It's not a priority for me.

19%

I care. 43%

It's pretty important.

29%

It's the most important

thing to me 6%

Organic does matter to moms as 43% of respondents indicated. Out of 499 respondents, only 3% of moms don’t care at all for products that are organic.

Page 19: Moms 1.0: The Modern Mom

Natural, to me, means no…

Different moms have different definitions of “natural.” Here, 38% of moms believe natural means no additives, 33% say natural products contain no dyes and 25% say natural foods do not contain h igh fructose corn syrup. Regardless, moms are conscious about the quality of food they feed to their families.

Dyes 33%

Additives 38%

High fructose corn syrup

25%

Other 4%

Page 20: Moms 1.0: The Modern Mom

If you could only choOse one, would

you prefer a product be…

Inexpensive 58%

Eco-friendly (higher price) 42% 58% of our moms

actively ch oose inexpensive products over eco-friendly, yet pricier, items.

Page 21: Moms 1.0: The Modern Mom

How often do you buy the following?

69%

26%

4% 0% 0%

15%

29%

35% 18% 3%

18%

34% 31% 15%

2%

20% 34% 28% 17%

1%

more than once each

week

once each week

twice per month

once per month

less than once per

month

Health and beauty products

Household paper goods

Cleaning products

groceries

Food comes first for moms as 69%

indicated

they purchase groceri

es more than once a week.

All of our moms surveye

d grocery sh op with in a

week or, at the ver

y least, twice per m

onth .

Page 22: Moms 1.0: The Modern Mom

Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com

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