Meet the Maver 2013

Mom Study 2013 Meet the Maver

09.20.13

Who was Involved?

The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the month of March of 2013. This report is available for download at www.buzzmg.com/reports.

Composed based on data from 01.01.2013 – 03.08.2013

943 Participants 7,000 Panelists

100% Female

Survey fielded online

Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12%

Mom Study 2013: Meet The Maver

Location CA  10%  

TX  4%  

NY  12%  

FL  4%  

IL  12%  

PA  7%  

OH    4%  

GA  6%  MI  

5%  

NC  4%  

NJ  5%  

Rest  of  the  USA  27%  

Mom Study 2013: Meet The Maver

Community

City  35%  

Suburbs  53%  

Rural  12%  

Mom Study 2013: Meet The Maver

Ethnicity African  American  

14%   Asian  American  

4%  

Caucasian  70%  

Hispanic  10%  

Mixed  2%  

Mom Study 2013: Meet The Maver

Marital Status

Single  9%  

DaSng  1%   In  a  

relaSonship  12%  

Married  69%  

Divorced  9%  

Mom Study 2013: Meet The Maver

Education

High  school  Diploma  31%  

Associates  Degree  20%  

Bachelors  Degree  36%  

Masters  Degree  12%  

Doctorate  1%  

Mom Study 2013: Meet The Maver

Employment

employed  full-­‐Sme  

employed  part-­‐Sme  

unemployed   employed  part-­‐Sme  from  home  

employed  full-­‐Sme  

from  home  

a  fullSme  homemaker  

50%  

16%  

4%   4%   2%  

24%  

Mom Study 2013: Meet The Maver

Household Income

Less  than  $8,000  

$8,000  -­‐  $33,000  

$33,000-­‐  $82,000  

$82,000  -­‐  $170,000  

$170,000  -­‐  $370,000  

More  than  $370,000  

I  don't  want  to  specify  

1%  

15%  

45%  

30%  

5%  1%   3%  

Mom Study 2013: Meet The Maver

Number of Children

One   Two   Three   Four   Five   Six  

25%  

37%  

22%  

9%  

3%   3%  

Mom Study 2013: Meet The Maver

Infant:  0-­‐12  Months  

Toddler:  1-­‐2  yrs  

Child:  3-­‐7   Tween:8-­‐12   Teen:13-­‐19   Young  Adults:  20-­‐30  

11%  

23%  

54%   57%  

43%  

21%  

Age of Children

Mom Study 2013: Meet The Maver

Children’s Residence

With  me  full  Sme   With  me  the  majority  of  the  

Sme  

With  me  part  of  the  Sme  

Outside  of  my  home,  

independently  

90%  

4%   2%   4%  

Mom Study 2013: Meet The Maver

How often do you use coupons?

Mom Study 2013: Meet The Maver

Daily   Weekly   Monthly   I  do  not  use  coupons  

22%  

56%  

20%  

2%  

Which types of coupons do you use?

Mom Study 2013: Meet The Maver

Household  goods  

Dining   Beauty   Entertainment   Fashion   Technology   Travel  

95%  

83%   81%  

65%  58%  

43%   41%  

How do you prefer to receive

coupons?

Mom Study 2013: Meet The Maver

80% By email

81% By mail

Mom Study 2013: Meet The Maver

38% By text

64% By newspaper

Mom Study 2013: Meet The Maver

Mom Study 2013: Meet The Maver

1.  Groupon  (81%)

2. Living Social (70%)

3. Gilt (37%)

4. Jetsetter (24%)

5. The Outnet (18%)

Which online communities do you belong to?

I would only try a new product if it was _____.

Mom Study 2013: Meet The Maver

10%  off   20%  off   30%  off   Buy  one  get  one  free  

Free  

4%  

10%  

19%  

32%  36%  

How likely are you to purchase a products that donates a portion of the proceeds to charity?

Mom Study 2013: Meet The Maver

Yes  62%  

No  38%  

Any charity  

Yes  71%  

No  29%  

Known charity  

What type of charities do you prefer to support?

Mom Study 2013: Meet The Maver

Local   NaSonal   Global  

69%  

23%  

8%  

What type of causes do you prefer to support?

Mom Study 2013: Meet The Maver

Children     Health-­‐related     Women’s  issues   Green    

83%  

65%   63%  

43%  

Mom Study 2013: Meet The Maver

1.  Perceived  Value  (36%)

2. Safety (28%)

3. Reputation (16%)

4. Brand Name (13%)

5. Environmentally Friendly (7%)

Please rank the following in order of their relevance in your purchasing decisions:

Key Findings Moms are looking for value and safety more than anything else when they go shopping. 36% of Moms ranked “perceived value” as the most important when making purchasing decisions followed by safety(28%). “Environmentally friendly” was the least important thing to Moms with just 7% of the votes.

Moms are undoubtedly influenced by charity. 71% of Moms said that knowing that a part of the proceeds will go to support a known charitable cause or organization definitely influences their purchases while 61% said that a portion of the proceeds going to any charity would influence their decision. An overwhelming 69% of Moms prefer to support local charities.

Coupons are being used often and for a variety of products. 98% of Moms are using coupons on a monthly basis and 22% on a daily basis. “Household products”(95%) is the most popular category followed by “Dining”(83%) and “Beauty”(81%). As for how Moms like to receive their coupons, 81% of Moms prefer to receive coupons “by mail” and 80% “by email”.

Mom Study 2013: Meet The Maver

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