2014 millennial mum report - babycenter brand labs · 2019-08-08 · parents you know in real life...

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Highlights

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2014 Millennial Mum Report

This year in the UK

614,000 babies will be born to

Millennials

Source: Office of National Statistics, 2012; "Birth Summary Tables, 2012"

96%

82%

Being a good parent Having a successful marriage

Millennial Mums

Good Parenting More Important to Millennial Mums than Marriage

Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014 Office of National Statistics, 2013.

% describing each as one of the most important

things in their life

Fast Facts

34% of

Millennial Mums

are living with a

partner…

24% higher

than Gen X Mums

+15%

Millennial Mum is Comfortable Considering a Bigger Family

6%

47%

32%

15% 14%

49%

22%

16%

One Two Three or more Not sure

Millennial Mums Gen X Mums

Q: How many children, in total, do you plan to have?

Source: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014

+45% -57%

Fast Facts

23% more likely to

live with

extended family

than Gen X

92% say Dad is

somewhat or

very involved;

60% say he is

very involved

Millennial Mums are Working Hard

64%

41%

16%

45%

21%

59%

37%

14%

52%

23%

Protective Aspirational Strict Enabling Democratic


Q: Which words best describe your parenting style?


-11% -14% +13% +9% +18%

Fast Facts

3 in 4 say it’s ok for

their children to

get frustrated

when trying

new things, so

they learn

independence

Millennial Mums Spend More Time Digitally Compared to Gen X Mums

Q: In a typical day, how many hours do you

spend with the following media?

2.4 2.2

0.3 0.2

0.78 0.95

1.28 1.61 0.36 0.31

2.07 1.34

0.96 0.91


8.1 hrs.

Online on tablet

Online on smartphone

Streaming to TV

Radio

Print

TV

7.4 hrs.

Online on PC/laptop


57% of her media day

is digital

+54% more time on her

smartphone than

Gen X

Time

Online on smartphone

and tablet exceeds

PC/laptop

Fast Facts

72%

18%

82%

51%

86%

70%

Smartphone Tablet

Millennial Mums

2012 2013 2014

Millennial Mums Are Mobile Mums

Q: Do you have any of these devices or services?

Source: BabyCentre 21st Century Mum® Insights Series, Mobile Mum 2011, Mobile Mum 2013, Millennial Mum Report, April 2014 *Among mums age 18-34

Today, Millennial

Mums are less likely

to own these devices

than Gen X Mums:

10% less likely to

own a desktop PC

15% less likely to

own a laptop PC

17% less likely to

own a landline phone

Fast Facts

+37% +5%

Percent growth,

2013 to 2014

It’s Her “Do Everything” Platform

Q: How often do you use your mobile phone or tablet for these

activities? (weekly or more often)


96%

77%

63%

50%

35%

86%

73%

50%

41%

29%

Social media Searched forparenting advice

Listen to music Looked up a recipe Watch onlinevideos/movies

Millennial Mums GenX Mums

+11% +21% +20% +25%

Millennial Mums are Mobile Shoppers

Q: What have you purchased through your smartphone?

82%

66%

57% 55%

82%

56%

50% 48%

Clothing or shoes Travel Food/Groceries Children’s products (bottles, etc.)

Millennial Mum Gen X Mum

Sources: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014

Cisco 2012 Connected World Technology Report

+17% +13% +15%

Fast Facts

50% made a purchase

on their phone in

the past week

(+7% higher than

Gen X)

Social Continues to be Important for Mums Q: Do you use the following social media regularly?

95%

65%

40%

28% 25%

16%

96%

55%

32%

13%

26%

12%

Facebook YouTube Google+ Instagram Twitter Pinterest

+122% +31%

Millennial Mums

Gen X Mums


+22% +18%

Fast Facts

73% of Millennials use

Facebook to keep

up to date with

news and current

events

64% say social media

helps them feel

closer to their

friends and family

Winning

with

Millennial

Mums

Millennial Mums Need to Fill the Gap

52% Say online mother’s groups give her a

sense of community and support

33% More likely than Gen X Mums to seek out

other mother’s experiences online

“I get most of my parenting info online - I'm always on

the internet asking questions using Google or on

mum forums.” -Kiki

Sources: BabyCentre 21st Century Mum® Insights Series, 2014 Millennial Mum Report, April 2014

She is Looking for Advice and Support

70% 70%

55% 51%

63% 61%

45%

40%

Friends/family/otherparents you know in

real life

Expert advice onparenting websites

Other parents onparenting social

media

Parenting/Baby Apps

+15% +22% +27%

Millennial Mums

Gen X Mums


Q: How often do you use the following for parenting-related information?

(weekly or more often)

+12% Fast Facts

52% of Millennial

Mums say online

mother’s groups

give them a

sense of

community and

support

Let’s hear from Millennial Mums

She’s Also Looking for Solutions That Fit Her Life Q: How important are these characteristics of brands?

(% selected very important)

88%

74%

57%

51%

42%

Products are proven to be safe for children

Good value

Products that simplify my life

Matches my lifestyle/personality

Products use natural/wholesome ingredients

Millennial Mums


She Has Different Brand Needs than Gen X Q: How important are these characteristics of brands?

(% selected very important)

62%

36%

42%

31%

38%

6%

39%

3%

47%

41%

41%

30%

19%

16%

17%

12%

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



Mobile is Her Shopping Resource

58%

39%

34%

26%

23%

15%

Millennial Mums


Q: Which of the following have you done using your mobile device?

Used a mobile coupon

Searched for products to comparison

shop while I was in a store

Used a retailer specific app

Texted or emailed a photo of a product

to someone else

Scanned a product code

Posted to a social media site about

your purchases

Fast Facts

Millennials are

82% more

likely to scan

product codes

and

47% more

likely to post on

social sites about

purchases, than

Gen X

2014 millennial mum report - babycenter brand labs · 2019-08-08 · parents you know in real life...

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