2014 Millennial Mom Report - BabyCenter Brand Labs · 2014 Millennial Mom Report . Methodology...

1

Highlights

Email [email protected] for the full report

2014 Millennial Mom Report

Methodology

In-depth Survey Qualitative Research

In-depth interviews with

Canadian moms 21-28

• Media, technology and

parenting resources

• Brand preferences

• April 2014

Millennial Mom survey fielded

via BabyCenter’s 21st

Century Mom® Canadian

Panel

• 804 Millennial moms

(18-32)

• 829 Gen X moms

(33-44)

• Survey amongst English-

speaking Canadian market

only

3rd Party Sources

• Population estimates

• Spending power

• Financial health

• Media habits

• Attitudes and behaviors

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014

This year

77% of all babies born in Canada will be born to

Millennials

Source: Statistics Canada, Canada Vital Statistics, Birth Database 2011

Large segment with huge

spending power

• 6.5mm CA adults aged 20-34

• $255b in annual spending

• 81% of new moms are Millennials

• 28.5 Average Age of First Time

Moms

Millennials Matter

Sources: Statistics Canada, 2011 Census; Strategy Online, August 2013

-2.9 -2.8

-2.2

-1.7 -1.5

-1.2 -1.1

0.7 0.9 0.9

1.9

2.2

2.6

3.9

She Spends Her Time Differently

Time

with Partner

Hobbies Working Exercising Socializing Sleeping Watching

TV

Cleaning Laundry Kid’s

Morning

Routine

Bedtime

Routine

Kids’

Activities

Feeding

your

Children

Change in number of hours

Q: On average, how many hours in an average weekday

do you currently spend doing each of the following activities?

Fast Facts

13 hours of parenting time

added

13 fewer hours

for herself

Fast Facts

Source: BabyCenter Motherhood Transformations Study, March 2013. Based on 887 CA women age 18+ with at least one child under 18 years old

Cooking

Millennials were Raised Differently than Gen X Moms

54% 54%

31%

43%

47%

21%

Forgiving Involved Enabling

Q: Which words best describe the way your parents or guardians

raised you?

+46% +26% +14%

Millennial Moms

Gen X Moms


43% 41%

50% 48%

46%

54%

Conservative Strict Traditional

-8% -11% -11%

Millennial Mom is Comfortable Considering a Bigger Family

4%

45%

33%

18%

13%

49%

24%

15%

One Two Three or more Not sure

Millennial Moms Gen X Moms

Q: How many children, in total, do you plan to have?


+37% -64%

Fast Facts

38% more likely to

live with

extended family

than Gen X

88% say

Dad is

somewhat or

very involved;

58% say very

involved

Millennial Moms are More Laid Back

84% 83%

69%

54%

75% 79%

62%

47%

Involved Supportive Realistic Relaxed

Q: Which words best describe your parenting style?

+12% +11% +16%

Millennial Moms

Gen X Moms


Millennial Moms Spend More Time with Digital and Mobile Q: In a typical day, how many hours do you

spend with the following media? 59% of her media day

is digital (8% higher

than Gen X Moms)

+47% more time online on

her smartphone

than GenX

Time

Online on smartphone

and tablet exceeds

PC/laptop Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014

TV, 31%

Print, 1% Radio, 9% Online on PC/laptop,

21% Streaming to

TV, 5%

Online on smartphone,

26%

Online on tablet, 8%

Millennial Moms: 7.8 hrs total

87%

74%

58%

36% 37%

86%

81%

69%

58%

46%

Smartphone Laptop Tablet Landline phone Desktop

Millennial Moms Are Mobile Moms

Q: Do you have any of these devices or services?

Millennial Moms

Gen X Moms


-39%

+24% more likely than

U.S. Millennial

Moms to own a

tablet

Those that don’t,

57% say they

don’t need one;

their smartphone

is all they need.

Fast Facts -16% -20%

She’s Using Mobile for a Range of Activities Q: How often do you do the following activities on your mobile

phone or tablet? (Weekly or more often)

98%

82%

66%

46%

93%

69% 64%

35%

Texting Search/browseparenting advice

Look up a recipe Watch onlinevideos/movies

Millennial Moms

Gen X Moms


+6% +19% +3% +30%

Fast Facts

43% of Millennial Moms

say their

smartphone is like

their “backup brain”

It’s Her

Q: How often do you do the following

activities on your mobile phone or

tablet? (daily or more often)

91% Use social media

56% Take/share photos or

video

48% Search for parenting

advice

34% Listen to music

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom, April 2014

“Do Everything” Platform

Fast Facts

1 in 3 Millennial Moms would be

more upset about losing their

phone than their wallet

Millennial Moms are Mobile Shoppers

Q: What have you purchased through your smartphone?

66%

59%

47%

43%

13%

62%

52% 53%

43%

17%

Clothing or shoes Entertainment Toys, books,games for children

Children’s products

Food/Groceries

Millennial Mom Gen X Mom

Sources: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014

+7% +12% Fast Facts

1 in 4 Millennial Moms

have made a

purchase on their

smartphone

in the past week

Social Continues to be Important for Moms Q: Do you use the following social media? (use regularly)

96%

66%

53%

38% 36%

21%

94%

59%

39%

22%

30%

19%

Facebook YouTube Pinterest Instagram Google+ Twitter

+12% +74% +22%

Millennial Moms

Gen X Moms


+35%

Winning

with

Millennial

Moms

Millennial Moms Need to Fill the Gap

% who agree somewhat or strongly with the following statements

49%

42%

62%

69%

Now that I’m a mother, I have made new friendships with other

mothers

Most of my friends have kids

Fast Facts

22% more likely than

Gen X to agree that

online mother’s

groups provide a

sense of community

and support

47% of Millennial Moms

say they have less

in common with

friends without kids

Millennial Moms

Gen X Moms


-39% -20%

She is Looking for Advice and Support

71% 70%

56%

66% 63%

33%

Friends/family/otherparents you know in real

life

Expert advice on parentingwebsites

Parenting/Baby Apps

+8% +12% +71%

Millennial Moms

Gen X Moms


Q: How often do you use the following for parenting-related information?

(weekly or more often)

She’s Also Looking for Solutions That Fit Her Life Q: How important are these characteristics of brands? (very important)

90%

80%

60%

56%

52%

Products are proven to be safe for children

Good value

Products that simplify my life

Products use natural/wholesome ingredients

Matches my lifestyle/personality

Millennial Moms


She Has Different Brand Needs than Gen X

Q: How important are these characteristics of brands? (very important)

59%

38%

45%

29%

41%

5%

38%

2%

47%

36%

43%

27%

28%

19%

23%

14%

Understands what matters to me as a

parent

Shares my values

Understands Me

Recommended by other parents

Recommended by experts

Recommendations

Socially responsible, gives back to the community

Supports organizations that are important to me

Gives Back

Real time customer service

Have a strong social media presence

Customer Relations


Millennial Moms Gen X Moms

2014 Millennial Mom Report - BabyCenter Brand Labs · 2014 Millennial Mom Report . Methodology...

Documents

Transcript of 2014 Millennial Mom Report - BabyCenter Brand Labs · 2014 Millennial Mom Report . Methodology...