Hi! Thanks for the very interesting question.
Here are some facts about the Mom Market arranged in different
categories. I will provide snippets from the articles I will cite but
I highly recommend that you read them in their entirety to get a more
comprehensive coverage
Some documents are in PDF format while others are in Microsoft Word.
If you don’t have any of these programs you may download their viewers
for free at the following links:
Adobe Acrobat Reader
http://www.adobe.com/products/acrobat/readstep2.html
Microsoft Word Viewer
http://office.microsoft.com/downloads/2000/wd97vwr32.aspx
Social Aspect:
Our very first link discusses the mean age of mothers through time
(from 1970 to 2000). This is a very important paper for your study.
a. “The mean age of mother in the United States was 24.6 in 1970 and
rose to 27.2 in 2000,an increase of 2.6 years.The mean age at first
birth was 21.4 in 1970 and rose to 24.9 in 2000,an increase of 3.5
years.”
“Mean Age of Mother, 1970–2000”
http://www.cdc.gov/nchs/data/nvsr/nvsr51/nvsr51_01.pdf
b. “One in four new moms is a college graduate. Since 1990 there has
been a 40 percent increase in the proportion of mothers who are
college grads.”
c. “The increasing age and educational levels of new moms has
widespread economic implications because they are more likely to be
employed and have substantially higher incomes. As a result they spend
far more on goods and services for their children than the younger
moms of yesterday. For example, the Bureau of Labor Statistics reports
a 50 percent increase in the past decade in spending on child care
services for families with children under 6 years old.”
“Older moms equals bigger market for family goods”
http://www.businessreport.com/pub/20_20/pfrancese/
The following survey in 2001 on full time mothers show the following:
d. “Most respondents were very positive about their experience as
full-time mothers. They described the satisfaction of caring for and
nurturing their child as life-changing.”
e. “Full-time mothers are school governors, adult learning and
literacy counsellors, breast feeding counsellors, emotional
counsellors, charity trustees, playgroup/ toddler group leaders, home
educators, care workers (elderly and children with special needs),
writers, artists and representative in various professions
on a part-time basis.”
f. “Economic and social policy neglects full-time mothers.”
“Mothers and society: Our Survey Results - by Ruth Chenoweth”
http://www.fulltimemothers.org/newsletters/1000/survey.htm
g. “Overall, the survey results showed that most of the mothers had
discussed their financial situation and expressed complaints or anger
about their ex-husbands with their daughters; not all of them
discussed sexual intimacy.”
“Mothers Turn to Their Adolescent Daughters”
http://ag.arizona.edu/pubs/general/resrpt1998/divorce.html
h. “Of the 350 mothers of children age three and younger surveyed, 88
percent said they have concerns about phthalates in toys, according to
the nationally projectable survey. There are an estimated 12.7 million
female heads of household with children age three and younger in the
U.S., which translates to more than 11 million mothers who share these
concerns.”
i. “Nine out of 10 of the mothers preferred giving their children toys
made with softeners derived from organic, renewable resources.”
“Mothers Concerned About Safety of Softeners in Plastic Toys,
According to Survey”
http://www.kidsource.com/safety/plastic.toy.petroleum.html
j. “The results of total seven school grades showed that mothers were
concerned about 1) cleaning up (47.8%) 2) food safety (38.6%) 3) daily
habits (38.5%) and 4) praising and scolding children (35.6%)”
k. “Mothers of elementary school children are concerned about 1) their
children getting along with friends (5.9%), 2) how to praise and scold
their children (5.0%), and 3) how to build character, nurture
attitudes and teach manners (3.8%). Mothers who have children in
junior high school are concerned about 1) future educational plans
(8.5%), 2) academic performance (7.4%), and 3) preparing for entrance
exams (6.6%).”
l. “89.1 % of the mothers feel that raising children is very enjoyable
or somewhat enjoyable. 8.4% don't feel that raising children is very
fun and 0.6% don't think it is enjoyable at all.”
More statistics are available at the following link:
“Basic Survey on Child Rearing”
http://www.childresearch.net/CYBRARY/EDATA/REARING2/DATA01.HTM#08
-------------------------------
Health:
a. “The birth rate for women ages 40 to 44 has more than doubled since
1981, while the rate for women 45 to 49 is at a 30-year high.”
b. “The number of births is likely to stay above 4 million a year for
some time because the number of young adults ages 20 to 34, who are
responsible for three quarters of all U.S. births, is increasing again
after a decade of decline. During the 1990s, that segment shrank by
about 3 million potential parents, representing a 5 percent decline.”
“Older moms equals bigger market for family goods”
http://www.businessreport.com/pub/20_20/pfrancese/
c. “Forty-six percent of the 520 new and expecting moms surveyed
expressed some level of dissatisfaction with their current birth
control methods, and 43 percent said they were considering changing
their contraceptive, according to the survey conducted by Emory
University School of Medicine.”
d. “The women were more likely to be satisfied with non-barrier
methods, such as oral contraceptives (the birth control pill), than
with barrier methods, such as condoms—61 percent versus 28 percent,
respectively.”
e. “Not surprisingly, 57 percent of new mothers reported that the
frequency of sexual intercourse had decreased since the birth of a
first child.”
“New Mothers Having Trouble Finding a Birth Control Method That Fits”
http://www.nyp.org/news/2002/healthnews/birth_control.html
Our next article meanwhile provides a survey of preferred food
products by mothers.
f. “Among the four characteristics rated, nutrition is clearly the
most important (80%) food characteristic according to moms in planning
snacks or meals for their children when they were (are) five years old
or younger.”
g. “MOTHERS’ PREFERRED CALCIUM-RICH ITEMS FOR THEIR TODDLERS”
“NATIONAL SURVEY OF MOTHERS REGARDING CHILDREN’S NUTRITION”
http://www.dairymax.com/connect%20with%20cheese%20survey.doc
--------------------------------
Work Place:
a. “A staggering 81 percent of mums with babies and/or toddlers say if
money were no object they would definitely choose to be a
'stay-at-home mum', according to the BIRTH AND MOTHERHOOD SURVEY
2000…”
b. “Only 6 percent of mums with babies/toddlers say they ‘enjoy’
working full-time and 82 percent say they are 'less career-minded
following the birth of their baby'. HALF of all women also think
having a baby 'jeopardises their career prospects' (50 percent).”
c. “Only a THIRD of all mums say it is 'financially worth their while
working' (33 percent), 32 percent say it is 'slightly' worthwhile, but
34 percent say that anything they could earn would be swallowed up in
childcare costs.”
“Motherhood and work”
http://www.bupa.co.uk/health_information/html/healthy_living/baby_centre/survey/survey4.html
d. "More than 40 per cent of managers think that women on maternity
leave should not expect to return to the same position with the same
level of authority, a new survey shows.”
e. “Almost 39 per cent of businesses with fewer than 20 staff said
women should not expect to return to the same position, compared with
36 per cent of businesses employing between 20 and 100 people and 29
per cent of businesses with more than 100 employees.”
“Survey finds bosses hostile to holding jobs for mothers”
http://old.smh.com.au/news/0107/17/national/national4.html
f. “97% of respondents AGREE that being a mother with a career can
'help make me a better mother'.”
g. “82% of respondents feel that the GREATEST BENEFIT to being a
professional as well as a mother is the FINANCIAL CONTRIBUTION they
make to the family.”
h. “61% of respondents believe the media does a "POOR JOB" of
depicting working mothers. “
“Study Reveals Working Mothers Are ... Happy!"
http://www.exp.ie/advice/workingmums.html
i. “Among all women, 63 percent work more than 40 hours per week.”
j. “Some 92 percent of women say better pay is an important
legislative priority, as do 86 percent of men. Pension benefits and
Social Security are on their minds as well, with 90 percent of women
and 92 percent of men calling the issue important.”
“Ask A Working Woman Survey”
http://www.aflcio.org/yourjobeconomy/women/report/
-------------------------------
Online Behavior:
a. “Mothers with kids under 18 average 16 hours and 52 minutes online
a week,”
b. “The top online activity is keeping in touch with friends and
family by e-mail and instant messages, cited by 86%. Others include
finding driving directions and local information, 47%; visiting
kid-friendly sites, 47%; paying bills online, 36%.”
c. “Frequent online activities include letter writing, 77%; gift
shopping, 45%; coordinating family activities, 27%. Only 6%
grocery-shop online, and 53% say they never will.”
d. “Moms are online most hours on weekdays and weekends. The highest
percentage, 55%, log on from 8 p.m. to 10 p.m.”
“Mothers stay online longer than the kids”
http://www.usatoday.com/tech/news/2002/05/07/emoms.htm
e. “The survey found that 44 percent of Internet-using U.S. women with
children said that online activities decreased the amount of time they
spent watching TV.”
f. “Instead, 40 percent of wired mothers said they use the Web to help
with schoolwork. Twenty-nine percent said they play games on the
Internet, while the same percentage said they actively downloaded
music online.”
g. “Forty-one percent of Internet-using women with children surveyed
said they buy things online on sale that they wouldn't have purchased
otherwise, and that they're more likely to use online coupons. Food
shopping (50 percent of respondents), household products (43 percent)
and local services (23 percent) topped the list of products for which
mothers said they'd use online coupons.”
h. “Thirty-four percent of the demographic said they'd buy well-known
brands even if it meant paying more, and 20 percent said the brands
they use reflect their personality.”
“Survey: Web Cuts into TV Use by Mothers”
http://www.internetnews.com/IAR/article.php/12_1012081
i. “Just over 70% of the nation's mothers age 21 and over use
computers in 2002, up significantly from 57 percent in 2000 and 35
percent in 1994, according to preliminary results from the 2002
Technology User Profile report released today by MetaFacts.”
j. “Nearly one-third (31%) of PC-Using Moms have a digital camera and
18% have a PDA (Personal Digital Assistant).”
k. “Cellular phones are another technology product favored by Moms.
More than eight in ten (82%) of Moms with PCs have a cellular phone,
compared with only half of Moms without PCs.”
“Moms Using Computers Up Sharply; Seven in Ten Mothers Use PCs,
MetaFacts Says”
http://216.239.53.100/search?q=cache:9eKMjT07DUAC:www.metafactsusa.com/pages/corporate/pr_tupan02_momsday_020512.doc+Moms+market+profile&hl=en&ie=UTF-8
l. “Communications remains the most popular online activity for moms,
with six in ten (58%) of the mothers surveyed using e-mail or instant
messaging to communicate with friends and family members every day and
another 21% doing so 2-3 times per week;”
m. “The busiest moms go online the most. Single mothers and those with
three or more children each average 20 hours per week, nearly 20% more
than the overall average;”
n. “84% agree that being online and being part of their child's online
experience is an important part of modern-day parenting.”
“Moms click with the Internet, averaging more time online than teens”
http://sellitontheweb.com/ezine/news0574.shtml
Search terms used:
Mothers mom survey statistics products market trends
I hope these links would help you in your research. Before rating this
answer, please ask for a clarification if you have a question or if
you would need further information.
Thanks for visiting us.
Regards,
Easterangel-ga
Google Answers Researcher |
Clarification of Answer by
easterangel-ga
on
08 Apr 2003 17:57 PDT
Hi again and thanks for asking a clarification before making a rating.
I wasn't able to find a population of Mom's per region but to somewhat
make up for this, I have here a population per household
characteristic taken from the US Census' American Factfinder website.
Married-couple families - 54,493,232 (Totals)
With related children under 18 years - 26,117,104
With own children under 18 years - 24,835,505
Under 6 years only - 5,892,433
Under 6 and 6 to 17 years - 5,316,384
6 to 17 years only - 13,626,688
--------
Female householder, no husband present - 12,900,103 (Totals)
With related children under 18 years - 8,794,940
With own children under 18 years - 7,561,874
Under 6 years only - 1,532,745
Under 6 and 6 to 17 years - 1,274,233
6 to 17 years only - 4,754,896
Household and Families
http://factfinder.census.gov/servlet/QTTable?ds_name=D&geo_id=D&qr_name=DEC_2000_SF1_U_QTP10&_lang=en
I have found the following spending decisions that are influenced by
Moms from the Marketing to Moms Website.
"According to J. D. Power and Associates, women make 51 percent of all
auto purchases and 85 percent of all car buying is influenced by women
in the household."
"Big Opportunities for Marketing to Moms Lie in Big Industries"
http://www.bsmmedia.com/mommarket//articles/opportunities.html
"Parents with incomes of $38,000 to $64,000 spent $18,510 on
miscellaneous items for the average child from birth through the age
of eighteen. This includes spending on entertainment, reading
material, VCRs, summer camps, and lessons."
"U.S. women spend more than $3.7 trillion annually on consumer goods
and services, plus another $1.5 trillion as purchasing agents for
businesses."
"Understanding the Mom Market"
http://www.bsmmedia.com/mommarket/statistics.html
I hope that you would be able to use this additional information in
your research.
Best Regards,
Easterangel-ga
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