The origin of modern mom

GENERATIONAL SNAPSHOT

Baby Boomers Generation X Gen Y

1946-1964 1965-1978 1979-1999
45-63 years old 31-44 years old 10-30 years old
78 million 55 million 84 million
Individuality Entrepreneurial Optimistic
Idealists Work/family balance Complexity
Self-fulfillment Self-reliance Self-confidence

Everyday, 10,000 Currently the dominant For the next four years,
Boomers turn 55 family rearing generation 10,500 will turn 21 everyday
THREE GENERATIONS OF MOMS

Baby Boomers Generation X Gen Y

45-55 years old 31-44 years old 18-30 years old
Authoritative role Partner role Role to be defined
Team effort Independent Help from Mom
Follow the pack My terms What’s best
Want successful kids Want happy kids Want kids to fit in

Children growing up and Are in peak child bearing Starting to become moms.
moving out. Embracing years and continue to Will likely create largest
Empty Nester role and grow their families baby boom in U.S. history
grandparenthood
 ROUGHLY BREAK DOWN AS
24.7 million Gen X moms
13 million Gen Y moms
9.7 million Boomer moms

Source: Mediamark Research – Spring 2008

These moms represent 73.6 million
children under 18 years old

• 24.5 million 0-5 year olds

• 23.9 million 6-11 year olds
• 25.2 million 12-17 year olds

Source: Mediamark Research – Spring 2008

 67% of kids under 18 live with
two married parents

Source: Childstats.gov – 2008

BUT HOLD ON …

The Gen Y Mommy Tsunami is coming

First Gen Yers just now reaching their 30s
and already over 13 million are moms

Source: Mediamark Research – Spring 2008

2006 was the first time in 25 years that the
mean age for a mother to give birth fell

Source: National Center For Health Statistics

 4,317,119 births in 2007 was the highest
year total ever recorded in the U.S.

Source: CDC National Vital Statistics Report – March 2009

2,742,604 born to Gen Y moms
1,567,166 born to Gen X moms
7,349 born to Boomer moms

Source: CDC National Vital Statistics Report – March 2009

 Around 11,000 women a day give birth

Source: U.S. Census Bureau

 And of those, roughly 40%
are first time moms

Source: American Community Survey 2007

 Many of which depend on
their Momtourage

iVillage generally credited with coining the term “momtourage”

With 84 million members, of which roughly
half are female, Gen Y is mathematically
destined to dominate motherhood for
the next couple of decades

Source: U.S. Census Bureau

It’s no secret that moms
lead a pretty busy life
MOM ROLES
 NOT SURPRISINGLY …

70% of Americans say moms

today have it tougher than their
counterparts 20 or 30 years ago

Source: Pew Research Center – May 2007 Motherhood Today study

 CHIEF PROCUREMENT OFFICER
• Control nearly 80% of all household
spending
• Which equates to a little over $2 trillion
per year

Source: Maria Bailet, BMS Media Group

 CHIEF NUTRITION OFFICER
• Responsible for feeding 141 million
individuals
• Individually prepare 290 dinner meals
annually, which, collectively amounts to
10.2 billion dinners

Source: NPD “What’s on the minds of moms” study – June 1009

While it’s easy to classify moms
generationally, reality says …
MOM TRIBES
Digital Moms
 34 million U.S. moms
with children under 18
go online at least
once per month

Source: eMarketer – May 2009

 “Women with children highly value social
media, mobile and other digital
technologies as a convenient means to
stay connected, seek advice and
information, shop and learn about
products, meet others like themselves,
and simplify the many dimensions of
their lives.”

Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009
 WHAT MOMS ARE DOING ONLINE C

TECHNOLOGIES USED IN THE PAST THREE MONTHS

E-mail 95%

Search Engines 74%

Social Network Sites 65%

Instant Messaging 55%

Gaming (online or console) 52%

News Sites 51%

Online Video 36%

Consumer Reviews 33%

Blogs 29%

RSS Feeds 21%

Podcasts (Audio or Video) 11%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009
 WHAT ARE MOMS DOING ONLINE C

CATEGORIES RESEARCHED, SOUGHT ADVICE OR

PURCHASED IN THE PAST THREE MONTHS
Clothing/Fashion Accessories 40%

Food/Cooking 31%

Baby/Parenting 26%

Banking Services 22%

Electronics/Computers 21%

Travel 21%

Medication/Medical Condition 20%

Health/Fitness 18%

Homegoods/Appliances/Furniture 14%

Telecommunications 14%

Cars 12%

Brokerage Services 2%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009
 Moms more likely to be socially networked
than the average adult

Moms Average Adult

Facebook 60.3%50.2%
MySpace 42.4 34.4
Twitter 16.5 15.0

Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009
 15.3% of moms maintain their own blog

Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009
DIGITAL MOMS ON KIDS

Boomers = keeping up with kids

Gen Xers = showing off kids

Gen Y = getting/giving advice on kids

Tools Of The Modern Mom
TOOLS OF THE MODERN MOM
OLD NEW
TOOLS OF THE MODERN MOM
OLD NEW
TOOLS OF THE MODERN MOM
OLD NEW
TOOLS OF THE MODERN MOM
OLD NEW
TOOLS OF THE MODERN MOM
OLD NEW
TOOLS OF THE MODERN MOM
OLD NEW
TOOLS OF THE MODERN MOM
OLD NEW
TOOLS OF THE MODERN MOM
OLD NEW
In closing …
david.stutts@luckie.com
twitter.com/stutts
slideshare.net/stutts