US Mothers and Money: How Much They Have, How They Get It, How They Spend It - eMarketer
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US Mothers and Money: How Much They Have, How They Get It, How They Spend It

eMarketer Report

By: eMarketer

Published: October 13, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Ads aimed at mothers typically rely on cheery middle-class imagery. Looking at mothers and their actual finances, one gets a more nuanced picture of modern-day motherhood—and a more realistic sense of how mothers behave as consumers.

  • There is a huge disparity in income between married- and single-mother households, with the latter an increasing part of the family mix. The poverty rate is steep in single-mother households.
  • A majority of mothers are in the workforce, including those with very young kids. Motherhood often takes a toll on their careers (and their paychecks). Many feel financially unable to take advantage of workplace flexibility, like shorter hours, even when it is available.
  • Often operating on tight budgets, mothers tend to be bargain hunters, with many deploying their smartphones for this purpose. Deal-seeking is just as common—sometimes more so—on the part of affluent mothers vs. the less affluent.
  • Kids exert plenty of influence on mothers’ decisions. Mothers also seek the counsel of fellow mothers, though blogs are not as big a factor as past buzz about “mommy blogs” might suggest.
  • Mothers express little enthusiasm for the advertising aimed at them, but significant numbers concede that ads help shape their shopping choices.

"Smartphones play an important role in many mothers’ shopping, but this does not mean mothers relish seeing ads on those devices."

Table of Contents

Auditing the Financial Condition of Motherhood

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How Much They Have, How They Get It

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Some Family Demographics Shaping Mothers as Shoppers

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Mothers and Their Spending

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Conclusions

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16 charts are included in the full report:

US Mothers and Money: How Much They Have, How They Get It, How They Spend It

Attitudes Toward Mobile Ads Among US Mothers vs. Total Female Consumers, March 2016 (% of mothers and % of total female population)

How Much They Have, How They Get It

Median Household Income of US Families with Children, Married Couples vs. Single Females, 2014*

Labor Force Participation Rate of US Mothers, by Age of Child, 2015 (% of mothers in each group)

Some Family Demographics Shaping Mothers as Shoppers

Educational Attainment of US New Mothers*, 2014 (% of total)

Mothers and Their Spending

Select Expenditures of US Family Households, by Type, 2015

Importance of Natural/Organic* Foods According to US Parent vs. Nonparent Internet Users, June 2016 (% of respondents)

US Mothers Who Usually Only Snack on Healthy Foods, by Income, March 2016 (% of mothers in each group)

Mothers as Bargain Hunters

Food-Related Digital Activities Conducted by US Mother Internet Users, by Device, Nov 2015 (% of respondents)

Attitudes Toward Sales and Coupons Among US Mothers vs. Total Female Consumers, March 2016 (% of mothers and % of total female population)

Mothers as Digital Buyers

Product Categories that US Millennial Mother Internet Users Purchase Digitally, Oct 2015 (% of respondents)

Back-to-School Products that US Parent Internet Users Plan to Purchase In-Store vs. Digitally, June 2016 (% of respondents)

Some Key Influences on Mothers’ Shopping Choices

Important Factors/Sources of Information When Shopping for Their Child* According to US Parent Internet Users, Feb 2016 (% of respondents)

US Mother Blog Readers, 2015-2020

And Then There Is Advertising

Digital Sources Used by US Mother Internet Users to Find Info About Back-to-School/Back-to-College Products, April 2016 (% of respondents)

Attitudes Toward Mobile Ads Among US Mothers vs. Total Female Consumers, March 2016 (% of mothers and % of total female population)

Mother Internet Users in Select Countries Who Want Brands to Show Them How to Use Products/Offer Demos, Feb 2016 (% of respondents)