Mom Stats and Segmentation

A few mom stats for you. Of the nearly 83 million mothers in the US, according to Mintel's Marketing to Moms 2010 report, 55% are between the ages of 15 and 44, with the population of women 35-44, or Gen X, declining. By 2015 most women of childbearing age will be Echo Boomers or Gen Y, born between 1977 and 1994. The mean age of first-time moms is 25. Just over 30% of US households have children under the age of 18. Nearly 71% of moms participate in the workforce.

Beyond the stats, the traits considered to define a "good mom" include focusing on what's most important - safety, emotional health, fitness and nutrition for her children. Engaging kids in meaningful organized activities has also emerged as a train - such as museum trips, Wii games the family can play together, etc.

Mom definitely still owns the purchasing decision power, but while they do seek information from a variety of sources, they also trust their own instincts and preferences, often preferring brands they are familiar with. New moms tend to reach out more for advice. Social networking, according to BabyCenter.com research, has increased from 11% in 2006 to 63% in 2009, with many new sites focusing on product opinions such as 24/7 Moms and Cool Mom Picks.

Mintel's Cluster Analysis identified three segments: Family Engineers (34%), Chill Moms (45%), and Networkers (21%). Family Engineers like brand familiarity, and make family a high priority. They are 45 years and older, with HHI of 25k - 50k. These moms appreciate genuine marketing messages that emphasize family time, especially in our changing economic times. Campaigns such as Target's "Up & Up" focusing on "real moms" are an example of this. Chill Moms, with lower HH incomes are more neutral about mom recommendations, but they are influenced by TV and print ads. They are more relaxed in their motherhood approach, and respond best to value positioning but not just price value. Networkers are more likely to use daycare than the other two segments, tend to be aged 25-24 years with HHI of $100k or more, and are more likely to have smartphones. They value healthy living and being a good mother. Networkers are super-connected, and are considered "influencials" especially in new media. Sites such as CafeMom and Motherproof.com are examples of this. Brands targeting her should focus on harnessing social media to create relevancy and value for her.