eumom omnibus research report february 2012
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Marketing to the Baby Boom An Amárach Research/ eumom Report
February 2012 Update
2
A. Research Methodology
B. Profile of Irish Mothers
MAIN FINDINGS:
SECTION 1: Household Budgeting
SECTION 2: Spending Behaviour
SECION 3: Irish Families Financial Circumstances
Table of Contents
3
Research Methodology
Research Methodology Overview
Online Interviews December 2011
10 minute questionnaire
713 Mothers
No Quotas
4
Profile of Irish
Mothers
5
Sample Profile - I
56
29
69
44 22
31
816
1
30
63
24
7
% % %
ABC1 F50+
C2DE F50-
Dublin
Rest of Leinster
Munster
Conn/ Ulster
(Base: All mums/expecting mums - 713)
35+ years
25-34 years
18-24 years
Married
Living as married
Single Divorced/ widowed/ separated
%
6
Sample Profile - II
29
16
1127
1820
20 11
3 8
163
3
15
Working full-time
% %
Less than €20,000
Working part-time
Working in the home/carer
Maternity leave/ returning to work
Unemployed
Student
€20,001 to €40,000
€40,001 to €60,000
€60,001 to €80,000
€80,001- €100,000
Refused
Have children aged 0-12 months
Have children aged 13-24 months
Have children aged 25-26 months
Have children aged 36+ months
%
(Base – All mums/expecting mums -713)
Majority of those surveyed had children under 12 months. Average income stands at nearly €45k.
(Q.C, D, E, J, N)
Mean €44,814
Family Makeup Annual
Income
Work
Status
Maternity leave/not returning to work
€100,000+
(Base – All with child under
36 months - 582)
53
36
25
37
7
18%
82%
Number of Children
(Base – All mums/expecting mums - 713)
First Time Parent
(Q. B, C)
Yes
Child aged under
36 Months
82% of those surveyed had any child aged under 36 months while
49% of those with a child under 36 months were first time parents.
51%
49%
Yes
(Base – All with child under 36 months - 582)
8
14
34
52
73%
27%
Pregnancy Term
(Base – All mums/expecting mums - 713)
%
Number of Weeks Pregnant
(Q. E, F)
1-13 weeks
14-26 weeks
27-40 weeks
Yes
Expecting Mums
Mean: 25 Weeks
27% of those surveyed were expecting mothers; with the average being 25 weeks pregnant.
MAIN FINDINGS
SECTION 1:
Household Budgeting
11
60%
37%
3%
Responsibility for Household Finances
Jointly
responsible 55%
41%
4%
%
Responsibility for
Bills & Budgeting %
Responsibility for
Food/Grocery shopping
Demographics of those responsible
Household income Mainly Jointly
<20k
20-40k
40-60k
60-80k
80k +
52%
44%
41%
32%
35%
43%
52%
56%
67%
63%
Number of Children
1
2
3+
38%
38%
51%
58%
57%
46%
Mainly
responsible
No
responsibility
Demographics of those responsible
Household income Mainly Jointly
<20k
20-40k
40-60k
60-80k
80k +
63%
64%
55%
49%
68%
32%
35%
40%
49%
36%
Number of Children
1
2
3+
55%
61%
76%
43%
36%
19%
Jointly
responsible
Mainly
responsible
No
responsibility
(Q.1a,1b)
The level of responsibility for both household bills and food and grocery shopping tends to
increase according to the number of children. Responsibility for household bills also decreases
by household income. () = July
(57%)
(39%)
(4%)
(59%)
(39%)
(2%)
(Base – All mums/expecting mums - 713)
12
31
26
17
9
134
51
22
827
10
Amount of Income Coming into your
Home vs. Last Year
%
Percentage
Increase
(Q. 2a,b)
21-30% 31-40% 41-50%
11-20%
1-10%
2270% 8%
Decrease Increased
Stayed
the same
%
Percentage
Decrease
21-30%
31-40%
41-50%
11-20%
1-10%
51%+ 51%+
For 7 in 10 (70%) mothers the amount of income coming into the households has decreased by an average of 31% compared to last year. Mothers who experienced an increase in household
income are almost twice as likely to be in higher social classes (11% ABC1 vs. 6% C2DE).
Average
Increase –
22%
Average
Decrease –
31%
() = July
(71%) (8%) (21%)
(Base – All mums/expecting mums - 713)
13
43
26
11
1433
42
34
15
351
Household Expenditure Vs Last Year
%
Percentage
Increase
(Q. 2c,d)
21-30%
31-40% 41-50%
11-20%
1-10%
245% 71%
Decrease Increased
Stayed
the same
%
Percentage
Decrease
21-30%
31-40% 41-50%
11-20%
1-10%
51%+ 51%+
Household expenditure has increased for 7 in 10 (71%) compared to last year, a growth
of 11 percentage points since July. The likelihood increases with age of the mother, with
68% of 18-24 years old experiencing this vs. 75% of those aged 35+.
96
%
Are Responsible
Average
Increase –
18%
Average
Decrease –
20%
(7%) (33%) (60%)
() = July
(Base – All mums/expecting mums - 713)
14
Increase Household Expenditure Vs Last Year
(Q.2c)
Age of
Children
78
66
81
73
Have children aged 0-12 months
Have children aged 13-24 months
Have children aged 25-36 months
Have children aged 36+ months
%
Number of
Children
71
72
80
Have 1 Child
Have 2 Children
Have 3+ Children
%
71
%Experienced
an Increase
Increase in household expenditure varies based on the number of children
a mother has and the age of the child; with children aged between 25-36
months having the greatest effect on household expenditure.
(Base – All mums/expecting mums - 713)
15
40
30
16
86
46
33
13332
Food and Grocery Spending Vs Last Year
%
Percentage
Increase
(Q.2e, f)
21-30% 31-40% 41-50%
11-20%
1-10%
357% 58%
Decrease Increased
Stayed
the same
%
Percentage
Decrease
21-30%
31-40% 41-50%
11-20%
1-10%
51%+ 51%+
Food and grocery spending has increase for almost 3 in 5 (58%) mothers compared to
last year, a slight increase since July. This increases to 70% for mothers who have
had a baby in the past 12 months.
97
%
Are Responsible
Average
Increase –
17%
Average
Decrease –
19%
(54%) (37%) (9%)
() = July
(Base – All mums/expecting mums - 713)
-
16
Increase Food and Grocery Spending Vs Last
Year
(Q.2e)
Age of
Children
70
59
66
66
Have children aged 0-12 months
Have children aged 13-24 months
Have children aged 25-36 months
Have children aged 36+ months
%
Number of
Children
58
63
76
Have 1 Child
Have 2 Children
Have 3 + Children
%
58
%Experienced
an Increase
Increase in food and grocery spending is impacted by the number of children a mothers has and the
age of the child; with children aged between 0-12 months having the greatest effects on expenses.
(Base – All mums/expecting mums - 713)
17
33
22
10
7
12
6
19
14
849
46
Expenditure on Baby Products Vs Last Year
%
Percentage
Increase
(Q. 4a,b)
21-30% 31-40% 41-50%
11-20%
1-10%
3020% 50%
Decrease Increased
Stayed
the same
%
Percentage
Decrease
21-30%
31-40%
41-50%
11-20%
1-10%
51%+
51%+
1 in 2 mothers have experienced an increases in expenditure on baby products, predominantly mothers who have had a child in the past 12 months
(80%).
97
%
Average
Increase –
57%
Average
Decrease –
30%
Are Responsible
() = July
(31%) (50%) (19%)
(Base – All mums/expecting mums - 713)
18
50
%
Increase Expenditure on Baby Products Vs Last
Year
(Q.2e)
Age of
Children
80
27
36
45
Have children aged 0-12 months
Have children aged 13-24 months
Have children aged 25-36 months
Have children aged 36+ months
%
Number of
Children
48
53
50
Have 1 Child
Have 2 Children
Have 3+ Children
%
Experienced
an Increase
The number of children in a family has little effect on increasing expenditure on baby
products vs. last year. However, as one would expect having a child aged 0-12 months has
had a significant effect, this is followed by having a child over the age of 36 months.
(Base – All mums/expecting mums - 713)
SECTION 2:
Spending Behaviour
20
4320
1223311
8
4
4111
6
147
3334
69
4611
161617
71
1225
2130
3565
8090
Retail Outlet Used to Purchase Baby Products
Supermarket
Tesco
Dunne Stores
Supervalu
Lidl
Aldi
Superquinn
Other convenience stores
Other retailers
Pharmacy
Boots
Sam McCauleys
Unicare
McCabes
Hickeys
Other pharmacies
Other
Mothercare
Babystores
Online Babystores
Natural & health store
Catalogue
Online health website
%
*
* * * *
* *
*
Most often Ever
(Q. 6a/b)
Tesco also commands highest
regular market share of
mothers; with 43% using it most
frequently, whilst Dunne Stores
Tesco's closest competitor is at
20%.
Lidl is more popular than Aldi
for baby products.
Smaller pharmacy chains pick-
up the occasional purchases –
but by and large not the primary
destination point for mothers.
(Base – All mums/expecting mums - 713)
21
27 2515 13 9
2 3
1 22
30% 61 58
3628
1513
52
Brand Consideration Skin and Hair Care
The only brand I would consider (5)
% % % %
76% 71%
41% One of the 2 or 3 brands
I would consider (4)
(Q. 11)
Johnson’s Baby, followed by Vaseline commands the highest favourability among mothers
in the baby skin and hair care category with 76% of mothers considering the brand.
The only brand I would consider (5)
One of the 2 or 3 brands I would consider (4)
% % % % %
(52) (48)
(27) (29)
(31) (20) (15) (10) (9)
(23) (19)
(6)
(3)
(3) (4)
(2) (10) (9)
(Base – All mums/expecting mums - 713)
22
Brand Consideration Skin and Hair Care –
Johnson’s Baby
The only brand I would consider (5)
One of the 2 or 3 brands I would
consider (4)
Only on promotions (3)
Probably not (2)
Definitely not (1)
Mean:
While Johnson’s Baby is the highest considered skin and hair brand for babies, it has
four times as many ‘Considerers’ as ‘Loyalists’. Since July Johnson’s Baby Loyalists
have fallen 8 percentage points.
15
61
12
6
6
% Demographics of those who are ‘Considerers’ of
Johnson’s baby
Number of children
1 2 3+
60% 57% 56%
Age of Mother
18-24 years 25-34 years 35+ years
52% 62% 60%
Social Class
ABC1F50+ C2DEF50-
64% 57%
3.7
(Q. 11)
(23)
(52)
(12)
(7)
(5)
() = July
(Base – All mums/expecting mums - 713)
Drop from
‘Loyalists’
into
‘Considerers’
23
58 60
47
35
37 30
17
8
Brand Consideration Medical Brands
The only brand I would consider (5)
% % % %
95% 90%
64%
43%
One of the 2 or 3 brands I would
consider (4)
(Q. 11)
Calpol is the medical brand most frequently considered by mothers; with almost 1 in 4
mums considering this brand only.
(45)
(58) (52)
(35)
(19)
(40)
(28)
(9)
() = July
(Base – All mums/expecting mums - 713)
24
37
58
211
Brand Consideration Medical Brands – Capol
The only brand I would consider (5)
One of the 2 or 3 brands I would consider (4)
Only on promotions (3) Probably not (2) Definitely not (1)
Mean:
Consideration of Calpol tends to increase with age with 41% of 18-24 year olds considering
Calpol vs. those who are 25+. ‘Considerers’ are also likely to be in higher social classes.
%
Drop from
‘Loyalists’
into
‘Considerers’
Demographics of those who are ‘Considerers’ of Capol
Number of children
1 2 3+
55% 59% 61%
Age of Mother
18-24 years 25-34 years 35+ years
41% 59% 60%
Social Class
ABC1F50+ C2DEF50-
63% 51%
4.3
(Q. 11) () = July
(45)
(50)
(2) (2) (1)
(Base – All mums/expecting mums - 713)
25
41 4131
19
2822
10
3
Brand Consideration Bottle/Soother Brands
The only brand I would consider (5)
% % % %
69% 63%
41%
22%
One of the 2 or 3 brands I would
consider (4)
(Q.11)
Philips Avent followed by Tommee Tippee command the highest favourability
among mothers in the Bottle/Soother category.
(32)
(38)
(21)
(40)
(11)
(28)
(3)
(17)
() = July
(Base – All mums/expecting mums - 713)
26
28
41
12
9
10
Brand Consideration Bottle/Soother Brands-
Philips Avent
The only brand I would consider (5)
One of the 2 or 3 brands I would consider (4)
Only on promotions (3)
Probably not (2)
Definitely not (1)
Mean:
Philips Avent is most likely to be considered by mothers with just one child. ‘Considerers’
are most likely to be from older cohorts and be from higher social class groups.
% Demographics of those who are
‘Considerers’ of Philips Avent
Number of children
1 2 3+
40% 38% 29%
Age of Mother
18-24 years 25-34 years 35+ years
33% 42% 43%
Social Class
ABC1F50+ C2DEF50-
44% 37%
3.7
(Q. 11) () = July
(32)
(38)
(11)
(8)
(11)
(Base – All mums/expecting mums - 713)
Drop from
‘Loyalists’
into
‘Considerers’
27
Brand Consideration Nappies/Wipes
(Q. 11)
Pampers is the single brand used by Irish mothers with over 44% using the brand
exclusively for nappies and wipes and 6% drop from July. This is followed by Huggies
with 1 in 10 being ‘Loyalist’.
39 37
19 18 16
44
13
6 53
The only brand I would consider (5)
One of the 2 or 3 brands I would
consider (4)
% % % % %
83%
50%
25% 23% 19%
() = July
(51)
(36)
(12)
(38)
(4)
(20) (17) (16)
(4) (2)
(Base – All mums/expecting mums - 713)
28
44
39
10
34
Brand Consideration Nappies/Wipes- Pampers
The only brand I would consider (5)
One of the 2 or 3 brands I would consider (4)
Only on promotions (3)
Probably not (2) Definitely not (1)
Mean:
Those who consider Pampers are most likely to be mothers with 3+ children. They
are most likely to fall into of the higher social class groups.
%
Demographics of those who are ‘Considerers’ of Pampers
Number of children
1 2 3+
34% 33% 43%
Age of Mother
18-24 years 25-34 years 35+ years
43% 36% 43%
Social Class
ABC1F50+ C2DEF50-
45% 31%
4.2
(Q. 11)
(51)
(36)
(8)
(3) (2)
() = July
(Base – All mums/expecting mums - 713)
Drop from
‘Loyalists’
into
‘Considerers’
29
Brand Consideration Nappy Cream
The only brand I would consider (5)
% % % %
One of the 2 or 3 brands I would
consider (4)
(Q. 11)
For almost 9 in 10 mothers Sudocrem is the only nappy cream they would use a 7
percentage point increase vs. July. This is followed by Bepanthen which is used
exclusively by almost 1 in 4 mothers.
53 50
12 10
34
26
22
87% 76%
14% 12%
() = July
(43)
(45) (46)
(24)
(2)
(11) (11)
(2)
(Base – All mums/expecting mums - 713)
30
34
53
634
Brand Consideration Nappy Cream- Sudocream
The only brand I would consider (5)
One of the 2 or 3 brands I would consider (4)
Only on promotions (3)
Probably not (2) Definitely not (1)
Mean:
Sudocrem is the nappy cream of choice among those of the higher social class groups.
It use also tends to increase with the age of the mother with 39% of 18-24 years
considering the brand vs. mothers who are aged 25+.
% Demographics of those who are
‘Considerers’ of Sudocream
Number of children
1 2 3+
51% 48% 64%
Age of Mother
18-24 years 25-34 years 35+ years
39% 53% 55%
Social Class
ABC1F50+ C2DEF50-
56% 49%
4.2
(Q. 11)
(43)
(45)
(4) (4) (4)
() = July
(Base – All mums/expecting mums - 713)
Drop from
‘Loyalists’
into
‘Considerers’
31
6661
47
2323
10
Brand Consideration Toys
The only brand I would consider (5)
% % %
89% 84%
57% One of the 2 or 3
brands I would consider (4)
(Q. 11)
Both Fisher Price and vtech Baby commend the highest loyalty as toy brands,
both having 23% loyalty share, a slight decrease in loyalty share for Fisher Price. () = July
(26)
(61)
(23)
(60)
(23)
(60)
(Base – All mums/expecting mums - 713)
32
23
66
911
Brand Consideration Toys – Fisher Price
The only brand I would consider (5)
One of the 2 or 3 brands I would consider (4)
Only on promotions (3) Probably not (2) Definitely not (1)
Mean:
Consideration of Fisher Price tends to increase with age; with 52% of 18-24 years
considering the brand vs. 70% of mothers who are aged 35+. It is also the toy brand
of choice among those of the higher social class groups.
% Demographics of those who are
‘Considerers’ of Fisher Price
Number of children
1 2 3+
66% 62% 66%
Age of Mother
18-24 years 25-34 years 35+ years
52% 65% 70%
Social Class
ABC1F50+ C2DEF50-
71% 58%
4.1
(Q. 11)
(26)
() = July
(61)
(61) (11)
(Base – All mums/expecting mums - 713)
Drop from
‘Loyalists’
into
‘Considerers’
33
Switching Behaviour – Primary Products
(Base – All Mums with children under 36 months – 582)
52
38
36
27
24
22
19
18
17
%
Cotton buds
Baby wipes
Nappies
Ordinary soap
Baby bath products
Baby wash products
Baby shampoos
Baby lotion or cream
Soother
(Q.12)
62
45
37
47
35
35
34
30
27
%
Switched in the
past 12 months
Consider switching in
the next 12 months 98
%
(44)
(32)
(28)
(21)
(20)
(20)
(18)
(16)
(13)
(51)
(35)
(31)
(29)
(35)
(29)
(28)
(23)
(22)
() = July
The current wave has seen an increase in mums having switched from premium brand to
an own label brand in the past twelve months and considering in the next 12 months vs.
July findings. The increase in switching is particularly evident for ‘cotton buds’, ‘Baby
wipes’ and ‘Nappies’.
Are Responsible
34
14
13
12
12
13
12
10
Switching Behaviour – Secondary Products
(Base – All Mums with children under 36 months – 582)
%
Nappy cream
Skin product for babies/young child
Baby bottles
Baby soap
Baby powder
Baby Oil
Treatment cream
(Q.10)
26
25
24
30
36
24
25
%
Switched in the
past 12 months
Consider switching in
the next 12 months
As per July findings it is evident that the likelihood to switch from premium brand to an
own label brand is low for products that children may have a high sensitivity to.
98
%
() = July
(15) (21)
(14) (21)
(13) (21)
(13) (24)
(11) (26)
(11) (27)
(10) (19)
Are Responsible
SECTION 3:
Irish Families Financial
Circumstances
36
Income Under Pressure
50
29
12
72
Irish Mothers Feeling the Pinch
Decreased significantly (1)
Mean:
The vast majority of Irish Mums/expecting mums have seen their disposable incomes fall in
the past year. Those in the 35+ age group are more likely to have seen a fall in income.
%
%
Decreased
%
Increased
Total 79% 9%
Age of Mother
18-24 years
25-34 years
35+ years
63%
79%
85%
11%
9%
6%
1.8
(Q. 13)
Decreased slightly (2)
No change (3)
Increased slightly (4) Increased significantly (5)
(Base – All mums/expecting mums - 713)
37
Cutting Expenditure
59
38
3
Efforts to Reduced Expenditure
A strong effort (3)
%
%
Strong
%
Slight
Total 59% 38%
18-24 years
25-34 years
35+ years
67%
56%
65%
30%
41%
33%
(Q. 14)
A slight effort (2)
No effort at all (1)
3 in 5 Irish mums or expecting mums have made a strong effort to cut spending. Those
aged 18-24 and 35+ are more likely than others to have made changes to there expenditure.
(Base – All mums/expecting mums - 713)
Mean: 2.6
38
Areas in which Irish Mothers have Reduced
Expenditure
93
81
78
70
60
23
Leisure Expenses (i.e. Alcohol &
cigarettes, eating out, club membership)
Household Expenses (groceries,
clothing)
Utilities (i.e. phone (landline/mobile), gas,
oil, electricity, refuse, TV)
Travel Expenses (i.e. Petrol, rail,
bus/taxi, car maintenance)
Insurance Expenses (i.e. motor,
home, life, health)
Childcare/Schooling Expenses
Irish mums and expecting mums have made big efforts to reduce their expenditure, with 9 in
10 (93%) haven reduced their spending on leisure expenses and 81% on household
expenses. Childcare and school expenses are the least likely to have been reduced.
(Q.15)
%
(Base – All mums/expecting mums - 713)
39
Impact of Financial Circumstances
55
22
21
12
28
A reduction in income due to tax
increase
Missing a loan repayment
Having to buy groceries on
credit due to insufficient funds
Missing a mortgage repayment
None of these
Tax increases have been the predominant source of pressure on incomes.
(Q.16)
% Highest Amongst
35+ years (61%)
18-24 years (52%)
18-24 years (24%)
25-34 years (14%)
(Base – All mums/expecting mums - 713)
40
Mums/Expecting Mums and their Partners
Employment Experiences Over Past Year
46
27
19
37
Had your income reduced due
to pay cuts within the past year
Had your hours reduced at work
within the past year
Been made redundant within the
past year
Not stated
Almost 1 in 2 (46%) Mums/Expecting Mums or their Partners have had their
income reduced due to pay cuts within the past year. Those in the older age
cohort are more likely to have experienced this. While the younger cohorts are
more likely to have had their hours reduced at work within the past year. (Q.16)
% Highest Amongst
35+ years (53%)
18-24 years (41%)
(Base – All mums/expecting mums - 713)
41
16
13
13
13
12
11
10
58
59
40
40
32
34
31
5
4
8
8
13
11
1127
26
21
14
15
4
6
Concerns for the Following 12 Months
3 in 4 (74%) of Irish Mums/Expecting Mums are concerned that they themselves or
their partner will have a income cut in the next 12 months. A similar number, (72%)
are concerned that their/their partners income will be reduced due to tax increases.
(Q.17)
Not at all concerned
(1) Neutral (3)
Mean Score
15 4.2
19 4.3
24 3.6
25 3.6
23 3.2
18 3.2
21 3.1
Income cut for yourself/your partner
A reduction in income due to tax increases
Hours reduced at work/your partner
Yourself or partner becoming redundant
Having to buy groceries on credit due to insufficient funds
Missing & Loan repayments
Missing a mortgage repayment
(2)
(3)
Very Concerned
(4)
(Base – All mums/expecting mums - 713)
42
Bridging the Gap
36
27
7
2
47
Borrowed money from
friends/family
Depended more heavily on your
credit card
Borrowed money from a money
lender
Not declared income to avoid
paying tax
None of these
A third of mums/expecting mums have borrowed from friends and family. This is more likely
in the younger age cohorts with 70% of 18-24 doing so.
(Q.15)
%
(Base – All mums/expecting mums - 713)
43
19
20
35
10
16
Impact of the Recession on Family Size
Agree strongly
Agree slightly
Neither/nor
Disagree slightly
Disagree strongly
2 in 5 Irish mums/expecting mums have decided not to increase the size of their family due
to the recession. Those in the younger age cohort are more likely to have experienced this.
%
“I have decided not to increase the size of my family due to the recession.”
Demographics of those who agree with statement
Age
18-24 years 25-34 years 35+ years
43% 41% 34%
Household Income
<20K 20-40K 40-60K 60-80K 80K+
41% 48% 39% 26% 35%
(Q. 26)
(Base – All mums/expecting mums - 713)
44
71%29%
IVF Should be Provided Free of Charge by the
HSE
Demographics of those who said Yes
Age of Mother
18-24 years 25-34 years 35+ years
72% 70% 75%
Social Class
ABC1F50+ C2DEF50-
67% 77%
71% of Irish mums/expecting mums believe that IVF should be provided free of charge by
the HSE. These are most likely to be mothers aged 35+ and by those who fall into the lower
social classes. (Q. 27)
No Yes
(Base – All mums/expecting mums - 713)
45
41
18
13
18
10
Reducing Child Support for children of lone
parents from 14 to under 7 years
Disagree strongly
Disagree slightly
Neither/nor
Agree slightly
Agree strongly
Over half of Irish mums/expecting mums disagree with Child Support for children of lone
parents from 14 to under 7 years. These are most likely to be younger mothers and those
who fall into the lower social classes.
%
(Q. 27)
Demographics of those who said Disagree
Age of Mother
18-24 years 25-34 years 35+ years
74% 57% 60%
Social Class
ABC1F50+ C2DEF50-
54% 66%
(Base – All mums/expecting mums - 713)
46
28
43
14
519
Usage of Social Networking Websites
Several times a day
Daily
Every couple of days
Weekly Monthly
71% of Irish mums/expecting mums use a Social Network site at least once a day. With 28%
logging-on several times a day, these are most likely to be 25-34 years.
%
(Q. 28)
Demographics of those who said agree
Several times a
day
Daily
Age of Mother
18-24 years 25-34 years 35+ years
13% 31% 26%
50% 43% 40%
Social Class
ABC1F50+ C2DEF50-
30% 26%
41% 45%
Less often
(Base – All mums/expecting mums - 713)
47
A big THANK YOU from
Amárach Research and eumom
to all the moms who participated in our survey
48
The Amárach Research/eumom Omnibus gives you the
chance to research one of Ireland’s largest and fastest
growing consumer segments.
The next omnibus will run in April 2012
Contact Amárach or eumom via
gerard.oneill@amarach or rose.kervick@eumom.ie
Do you have you a question for Irish moms?
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