RESEARCH

2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms | iab & baby center

studying Mom’s ¬†life is very important for marketers. 83% of new moms are Millennials with an average age 25.8 of a first-time mom in the US, and around the world, almost 8 in every 10 births are to millennials with over 100 million globally each year. That make IAB and BabyCenter pay attention for moms and their key role in the purchasing process.

  • Purchasing criteria of US Millennial moms have changed in 2015 than before. Safety comes as the most important criteria for Us moms are safety with a rate of 77%, then convenient of purchasing with a rate of 65%.
  • US Millennial moms spend an average amount $13,127 on a child annually. Groceries, food, and cleansers are the most category that they purchase.
  • 1 in 4 of US Millennial moms do half or more of their shopping online with a rate of 45% of them focusing on natural/wholesome ingredients when making everyday purchases.
  • Nearly 8 in 10 of US Millennial moms use their phone for shopping, while in-store search for or download mobile coupons and search for better prices elsewhere.
  • 81% of US Millennial moms use their smartphone for shopping when they are in-store, compared to 73% in Canada and 63% in the UK.
  • US Millennial moms spend about 1.7 hrs online on PC/laptop, and about 2.3 hrs online on smartphones.
  • 44% of US Millennial moms notice ads on NET of Laptop/PC/Smartphone/Tablet, compared to 36% in the UK.
  • Pictures of babies and families are the most elements that are often featured in digital ads and get US Millennial moms attention.

2015 State of Modern Motherhood Mobile and Media in the Lives of Moms-IAP

For more information, please download ” 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms” full report.

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