2014 millennial mom report - babycenter brand labs · 2014 millennial mom report . methodology...
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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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
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?
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
+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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
-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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
+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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
+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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
-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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
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
Source: BabyCenter 21st Century Mom® Insights Series, 2014 Canada Millennial Mom Report, April 2014
Millennial Moms Gen X Moms
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Email [email protected]
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