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Published: October 13, 2016
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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.
"Smartphones play an important role in many mothers’ shopping, but this does not mean mothers relish seeing ads on those devices."
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Attitudes Toward Mobile Ads Among US Mothers vs. Total Female Consumers, March 2016 (% of mothers and % of total female population)
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)
Educational Attainment of US New Mothers*, 2014 (% of total)
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)
Mother Internet Users in Select Countries Who Want Brands to Show Them How to Use Products/Offer Demos, Feb 2016 (% of respondents)
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