Marketing to Modern Mothers

A new Pew Research Center analysis gives us some good insights into the modern mother. The report compares women who gave birth in 1990 to those in 2008.

A few things that you can take from this survey if this segment fits into your target market:

  • Few mothers are married. In 1990 72% childbirth mothers where married  in 2008 this was only 59% of childbirths.
  • The average age for a woman having her first baby gained a year, from 24 to 25.
  • Higher percentage of Hispanic and Asian mothers compared to White women. In fact a large decline in mothers who were white (65% in 1990, 53% in 2008)

What do Moms like?

The study also found that new moms like social media and free stuff.

The study found that women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15.0%, respectively). Moreover, 15.3% maintain their own blog.

In addition, on a scale of one to five, when asked what types of promotions most influence their purchases, product samples in the store (3.8), product samples delivered to home (3.6), loyalty cards (3.5), and special displays (3.4) rank as moms’ favorites.

Take Away

This shows that mothers are getting older and putting off giving birth to later in life. This has been known for a while now but what hasn’t been as explored is what this means for the women later in life. How do these trends effect the types of products or services they will be looking for as their children age?

The key right now is get your product or service into the hands of new mothers. Also I was surprised by the percentage of mothers that maintain their own blog… 15%. If you have a product or service in this market work on connecting with this 15%.

I also talk about this a bit on my podcast, modern mothers on Defining New Media.