audience insight moms
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- 1.Audience InsightsCommunicating to Moms (with Kids at Home)There are approximately 83 million moms in the United States today.1 Moms are the primary gatekeepersto household decisions and finances, controlling more than $1.6 trillion a year in spending.2 This report willhelp you understand the subtle nuances that exist among different generations of moms (i.e., baby boomers,Generation X, and Generation Y) and how you can capture their attention more effectively.Insights into Moms 1. Baby boomer moms who waited to have kids behave1. want to feel like they have accomplished something more like Gen X moms who have kids the same age as meaningful when theyve made a decision.2 theirs.2 A 48-year-old boomer mom and a 35-year-old Gen2. The average age of first-time moms was 25.2 in 2005,5 up X mom who take their toddlers to the same preschoolfrom 21.4 in 1970. have more in common than the boomer mom has with her boomer peers who have older kids.3. Sixty-five percent of moms with preschool-aged childrenworked in 2006,6 up from 30% in 1970. 2. Most moms go online daily, and more than half go online more than 20 times per week.3 The explosion of social4. The number of single moms has increased 300% over the networking sites and blogs for moms allow women to last 30 years, from 3.4 million to 10.4 million.6 connect with and learn from each other.5. In 2007, 40% of births were from unmarried women, up 3. One of the most effective ways to reach moms is throughfrom 34% in 2002.7 their peers. Moms are much more likely to follow unsolicited advice from their friends and family than6. The average stay-at-home mom spends 91.6 hours a anything they see, hear, or read via mass media channels.4 week doing mom-related jobs (cooking, cleaning, laundry,driving, etc.). If paid the going rate for each of these 4. Moms put a great deal of time and effort into choosing tasks, her annual salary would be approximately $122,732.8 what is best for themselves and their families, and theyAudience Insights can help you to communicate more effectively with your audience in order to influence their behavior.CDCs Strategic and Proactive Communication Branch (SPCB) divides audiences into segments with similar needs,preferences, and characteristics and provides CDC programs with audience-specific information, marketing expertise, andcommunication planning. To develop Audience Insights, secondary data is collected and analyzed from CDC-licensedconsumer databases, books, articles, and the Internet. For more information, email SPCBHealthMktg@cdc.gov orcontact Fred Fridinger, Chief, SPCB, at FFridinger@cdc.gov.
2. Moms at-a-GlanceThese composite profiles are for illustrative purposes only.My involvement Maria Thompson (Gen Y Mom)with my friends Occupation: Studentand different Age: 23school groups Single; One sonis an important Wants to teach her son good values and help him develop a strongpart of who I am.sense of self so he can make good choices.Im not goingto let being a Reads newspapers and womens magazines to stay informed.mom keep me Considers doing the right thing for her child and staying active herfrom reachingmy goals. I wantbiggest health concerns.to help my son Connects with friends through MySpace and text messages.become his Refuses to put her life on hold just because she has a child.own person.Sally Park (Gen X Mom)Its important Occupation: Full-time momto achieve aAge: 35balance betweenMarried; Two daughtersusing disciplineand modeling Keeps the family in line, and takes care of her parents.good values to Pays bills, emails, and stays in touch with friends online.help my childrenreach their full Makes her childrens education a priority; saves for theirpotential. Raisingcollege, and plans their annual family vacation around learninggood, successfulopportunities (e.g., museums, historical landmarks).children isabsolutely a Believes in doing things by the book, including monitoring her kidswomans top TV viewing and online activities.priority. Prefers multiple communication sources, including traditional andnew technology.I enjoy spendingNancy Bellingham (Baby Boomer Mom)time with myOccupation: Small business ownerfamily andAge: 46seeing my kids Married; One daughter, one sonprogress. Rather Balances career with personal and family needs, but will go to workthan go out towhen sick.eat or see amovie, I like to Shops at Target and often shops online to save time.attend my kids Wants her kids to do great things and helps them be popular,practices, andfashionable, and competitive.make sure theyparticipate in lots Worries about rising health costs; stays physically active and tries toof extracurriculareat right.activities. Stays current by reading the front page of the newspaper, andloves watching Lifetime Movie Network. 2AUDIENCE INSIGHTS: MOMS STRATEGIC AND PROACTIVE COMMUNICATION BRANCH 3. Targeted HealthCommunicationKnowing the habits and preferences of differenttypes of moms can help you plan more effective healthcommunication and marketing efforts for this audience. Use mobile campaigns to reach moms. They are heavy mobile phone users. Use magazines to reach non-working moms. Magazine advice ranks higher than pediatricians advice for medical updates and trends.Moms often turn to the Internet before any othersource of information.4 Leverage word of mouth. Ninety-one percent of moms follow what other moms recommend to them. Make them laugh. When done right, humor is engaging and effective for this group.Moms shop at Wal-Mart for food six times moreoften than any other grocery store. Keep it simple. Busy moms, particularly those with small children, prefer to shop where they can take care of multiple errands in one place. Be sincere. Moms demand sincerity and credibility regardless of the topic. Top Concerns of MomsNearly two-thirds of moms consider their doctorA 2008 survey9 of more than 1,000 moms revealed sometheir primary source for health information. of the issues moms were most concerned about Consider medical professionals in your messaging. Relationship/ Give them the tools they need to engage moms in thecommunication with decision-making process. their child. Elementary schools are good dissemination channels Quality of childrens because many of them give students informationeducation. packets to bring home to their parents weekly. Safety fortheir children,including onlinesafety. Drug useamong theirchildrenspeer group.* Age ranges vary based on the study.3Send your feedback or comments to SPCBHealthMktg@cdc.govAUDIENCE INSIGHTS: MOMS 4. Moms at Work Media Habits of Moms Most moms are working moms and have to balance the Moms media habits vary by generation. This variation needs of their child against the needs of their employer.exists even amoung moms in different generations withkids in the same age range. Of the women who gave birth for the first time from 2001 to 2003, 67% worked at some point during theirMagazines pregnancy compared to 44% who gave birth for the first time from 1961 to 1965.10Magazines are a common and effective channel to reachmoms. If you are considering using media for a national More than 60% of pregnant women report working campaign, remember that not all magazines resonate with into the last month of their pregnancy.10all moms. Some magazines have a specific and uniquetarget audience. After giving birth, 65% of moms returned to work within a year,11 and 75% of moms returned to workMagazines Read in the Last Six Months by Generation when their children were from 3 to 6 years old.12 MagazineGen Y, %Gen X, %Baby For those who do return to work, decisions about Boomers, % childcare can be overwhelming. The cost of infant and People44 4743 toddler care (through age 3) can be $10,000 per yearParents 39 3316 or more.13American Baby 35 22 7 The workplace is adapting to retain productive andParade31 4154 talented women in their workforce by providing part-Better Homes22 2940 time or flexible hours and making accommodationsand Gardens for breastfeeding and other needs.Allure16 88 O the Oprah 12 2021 Attitudes About HealthMagazine Seventeen 15 43 Depending on their generational affiliation, moms withSource: Simmons National Consumer Study. Women with kids ages 06 young children have very different perspectives on health. (Fall 2008). For example, Gen X and baby boomer moms are more likely than Gen Y moms to eat healthy foods, and a greater percentage of Gen X moms than Gen Y or baby boomer moms said they would go to work even when sick.Attitudes About Health by Generation Gen Y,% Gen X,%BabyHealth Attitude/Behavior (18 29) (30 44) Boomer,%(45 64)I try to eat healthier food 4156 51these daysWhen sick, I still drag 5362 54myself to workI consider myself brave,4543 43courageous, daring, andadventuresomeI think fast food is all3843 35junkI think of the calories in2731 38what I eat Source: Simmons National Consumer Study. Women with kids ages 06 (Fall 2008). 4AUDIENCE INSIGHTS: MOMS STRATEGIC AND PROACTIVE COMMUNICATION BRANCH 5. Newspapers InternetMoms have differing behaviors when it comes to reading Thirty-one million moms are online, and theyre onlinethe newspaper. Depending on which generational group more time than they are watching TV (13.2 hours/is being targeted, ads should be placed in newspaper week vs. 7.6 hours/week).14sections according to reader preference. Forty-two percentof moms who read newspapers report reading only some Online activity tends to be greater when householdsections while 10% report reading the entire newspaper.income level is higher. Moms network with each other online via socialUSA Today is the most commonly read papernetworking sites and blogs.among moms of all three generations.Internet Activities by Generation Of those sections that were read, baby boomer andGen X moms were most likely to read the front page, Internet Activities Gen Y, Gen X,Babywhile the classified ads were the most popular with by Generation %% Boomers,%Gen Y moms.Internet a