2014 Millennial

Mom Report
Highlights
Email [email protected] for the full report
 Methodology

Qualitative Research In-depth Survey 3rd Party Sources

In home friendship groups Millennial Mom survey fielded • Population estimates
with moms 21-28 from BabyCenter’s 21st Century • Spending power
• Media, technology and Mom® panel • Financial health
parenting resources • 1,700+ respondents • Media habits
• Brand preferences • 1,353 Millennial moms • Attitudes and behaviors
• Austin, TX and Boston, (18-32)
MA -- Nov. 2013 • 359 Gen X moms
(33-44)

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 Millennials Matter

Large segment with huge

spending power
• 84mm US adults aged 18-34
• $1.3t in annual spending
• $430b discretionary spending
• 83% of new moms are
Millennials

Sources: Boston Consulting Group, Jan. 2014; US Census Bureau, 2012.

 She Spends Her Time Differently
Q: On average, how many hours in an average weekday
do you currently spend doing each of the following activities?

Change in number of hours

Millennial Moms
2.9

1.8
1.4
1.0
0.3 0.5 0.7
-0.8 Cooking Laundry Cleaning Kids’ Kids’ Bedtime Preparing
-1.2 morning activities routine meals

-1.8 -1.6 -1.6

routine

-2.8
-3.1 Fast Facts

Working Sleeping Time with Watching Socializing Hobbies Exercising

9 hours 13
of parenting time
fewer
hours
partner TV for herself
added

Source: BabyCenter Motherhood Transformations Study, March 2013. 716 Moms 18-34
 Millennials were Raised Differently than
Gen X Moms
Q: Which words best describe the way your parents or guardians
raised you?

+29% +46% +36%

63% Millennial Moms

Gen X Moms
49%
38%
34%
26% 25%

Protective Worried Enabling

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 Millennial Moms Spend More Time Online
than Gen X Moms
Q: In a typical day, how many hours do you
spend with the following media?

8.3 hrs
Time
7.4 hrs
0.5
1.7 0.4
Online on tablet
Online
1.2 Online on smartphone on smartphone
0.7 0.4 and tablet exceeds
Streaming to TV
2.0 Online on PC/laptop PC/laptop
2.1
Radio
0.8 Print
0.8
0.2 0.2 TV

2.3 2.4

Millennial Moms Generation X Moms

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 She’s Using Mobile for a Range of
Activities
Q: How often do you do the following activities on your mobile
phone or tablet? (monthly or more often)

Millennial Moms Fast Facts

76% 76%
69%
64% 44%
of Millennial Moms
have made a
purchase on their
smartphone
in the past week

Looked up Searched/browsed Managed Made a

a recipe for parenting finances/ purchase
advice paid bills

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 It’s Her “Do Everything” Platform
Q: How often do you do the following activities on your mobile
phone or tablet? (daily or more often)

+5% +20% +37% +145% “I might

search and
79% 75% Millennial Moms download
Gen X Moms 10 apps,
60% mess around
50% 52%
with them,
38% and delete
27% the ones I
11% don’t need.”
-Ally

Use social Take/share Listen to music Watch online

media photos or video videos/movies

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 Social Continues to be Important
for Moms
Q: Do you use the following social media? (use regularly)

+53% +58% +40%

86% 85%
Millennial Moms
Gen X Moms
58%
46% 44%
38%
30% 28%
19% 20%
13% 11%

Facebook YouTube Pinterest Instagram Google+ Twitter

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 Social & Mobile Enable New Ways to
Support Her Family
Q: Have you pursued a new business idea or done any of the following
activities to supplement income?

+63% +37% +67% Fast Facts

39% 37% Millennial Moms

Gen X Moms
56%
of Millennials won’t
27% work at a company
24% that bans social
media access
15%
9%

Started selling items I Started a business; Received payment for

made using social media promoted it through running errands
social media

Sources: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
Cisco 2012 Connected World Technology Report
Winning
with
Millennial
Moms
 She is Looking for Advice and Support
Q: How often do you use the following for parenting-related information?
(weekly or more often)

+10% +15% +81%

74% Millennial Moms

67% Gen X Moms
53%
46%

29%

16%

Friends/family/other Expert advice on Parenting/Baby Apps

parents you know in real parenting websites
life

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 She’s Also Looking for Solutions That Fit
Her Life
Q: How important are these characteristics of brands? (very important)

Millennial Moms

Good value 87%

Products are proven to be safe for children 85%

Products that simplify my life 67%

Matches my lifestyle/personality 61%

Products use natural/wholesome ingredients 49%

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 She Has Different Brand Needs than Gen X
Q: How important are these characteristics of brands? (very important)
Millennial Moms Gen X Moms

Understands Me Recommendations
Understands what
matters to me as a
58% Recommended 46%
parent 44% by other parents 39%

Shares my values 49% Recommended 35%

38% by experts
20%

Customer Relations Gives Back

Real time customer 37% Socially responsible, gives 30%

service
28% back to the community
18%

Have a strong 9% Supports organizations that 27%

social media presence
6% are important to me
18%

Source: BabyCenter 21st Century Mom® Insights Series, 2014 Millennial Mom Report, January 2014
 Questions? We’d love to hear from you.
Email [email protected]

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