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.

The Alpha Mom

Chances are you know this woman, or perhaps are just like her - the "Alpha Mom". According to an article by Mintel/Oxyen, the Alpha Mom/woman asserts her role as an influencer, both in and outside of her family role, beyond just being a mom. The Alpha Mom, according to Mintel, is "the holder of power beyond traditional motherly activities" which includes product purchasing in addition to health decisions. This group can't just be targeted as the current norm, as the Chief Purchasing Officer. This woman breaks through boundaries beyond roles or gender - she is multi-dimensional.

From a marketing perspective this group's desire to self-define impacts channel planning. Word of mouth marketing certainly plays a role, but also just getting these mom's to try product and have it in their homes is key-- often Alpha Mom's do not have time to socialize product decisions - and they want to use what they see in other Alpha Mom households. For health decisions this may equate to more in-person word of mouth in addition to the Facebook's of the world.

Alpha Moms are choiceful in their product decisions, often looking for dual purpose products (e.g., hair + skin, baby + adults), and streamlining the number of products they use. This is especially true for repeat-moms or older moms, according to the Living La Vida Rapida survey by AOL and OMD. Increasingly, moms are boasting or posting about how they are streamlining or saving, as thrift is the new chic. Marketers are increasingly targeting this woman. Ninento pre-released their new Wii video game console to Tupperware-style mom parties, and timed the release of Wii Fit around Mother's Day. Kimberly Clark and P&G have created web sites and social media destinations focused on product innovation, coupons and offers.

As I was getting my haircut the other day, there was a heated conversation around childhood vaccinations next to me. Rather than being passive, I jumped right in and offered the "facts" that I knew to debunk the negative myths around immunizations. I know I influenced about 3-5 moms that day, and I felt satisfied by helping them in their decision making. So - I suppose I wear the Alpha Mom badge with honor then - so be it!