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Demographics & Consumer Insights

The following excerpt is from eMarketer's report:"Mom Shoppers: Using Digital to Keep Their Heads Above Water"

Mobile devices and social networks are important fixtures of the shopping process for today's mom. But marketers must be careful not to intrude unduly on such efforts. Moms want to be the ones who initiate commerce-related activities in today's digital environments.

Nowadays, marketers must be alert to the fact that large and growing numbers of moms are unmarried, and that a large majority are in the labor force. Balancing work and personal life is a vexing issue for many of these particularly time-pressed women.

Moms routinely use smartphones as shopping tools—comparing prices, accessing product information, reading reviews and so on. But moms are wary of uninvited attention from marketers via those devices; they regard their phones as their personal space.

Marketers hoping to reach moms through social networks must realize that moms are more interested in connecting with other moms—the people they regard as the genuine experts about products and services—than with them. Moreover, when a mom "likes" a brand, she's likely doing so in anticipation of some financial consideration.


  • What are the significant demographic subsets of today's mom population in the US?
  • What are the factors guiding US moms' shopping decisions?
  • How do moms feel about the ways in which advertising depicts them?
  • What are their attitudes about marketers' usage of mobile and social channels to reach them?

Mom Imperfect, Digital Usage Notwithstanding

In reading about digital technology and today’s mom, one encounters much cheery chatter about her being “empowered” by it—as if she is deftly juggling child in one hand and smartphone in the other while checking her Facebook page, comparing product prices and so on.

But when one consults surveys and blogs that examine how moms feel about their daily lives, moms routinely talk of being frazzled as they scramble to keep up with all they must do. When a TODAY Moms/TODAY.com survey asked moms to rate their stress on a scale from 1 to 10—with 10 being “extremely” stressed—the responses averaged out to a jittery 8. As if that weren’t enough, 72% of respondents said they “stress about how stressed they are. ”Among moms in the millennial age bracket, polling by DDB Worldwide Communications Group (as reported in the Chicago Tribune) found 30% feeling “they lost their identity because they were moms.” And on the financial front, BabyCenter polling last year found nearly 70% of moms saying they were ”concerned about not having enough money to raise their children.”

The full text of this report is available to eMarketer corporate subscribers only.

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