Upload
buzz-marketing-group
View
5.106
Download
2
Tags:
Embed Size (px)
DESCRIPTION
The FIRST WAVE of Buzz Marketing Group's year-long profile of today's mom. Our annual report reveals the truth about Moms - that they are connected, organized, innovative, and philanthropic.
Citation preview
O u r a n n u a l r e p o r t r e v e a l s t h e t r u t h a b o u t M o m s : t h e y a r e c o n n e c t e d , i n s p i r i n g , i n n o v a t i v e , a n d p h i l a n t h r o p i c .
Buzz on Moms
Report
The
1.0
Who was Involved?
buzzmg.com
7000 Panelists
female 100% 44
9 Par tic ipa n ts
These panelists . Launched 10.22
.11
1,122 attempts
Fielded online
Closed 12.23.11
449 members from our buzzSpotter network participated in th is survey about Moms to learn h ow they’re raising the Millennial Generation.
Where do you live?
City
Suburbs
Rural
36%
56%
9%
As you can see, our respondents are mostly suburban moms with 56% raising ch ildren here. Less than half live in the City and only 9% of moms live in rural areas.
ethnicity
buzzmg.com
African American
16%
American Indian
1% Asian
American 4%
Caucasian 68%
Hispanic 9%
Other 2%
Marital Status
buzzmg.com
The majority of our moms are
married.
Single
In relationship
Married
Divorced
Widowed
Other
8%
12%
73%
6%
1%
1%
How Many children do they have?
buzzmg.com
I have 1 child.
I have 2 children.
I have 3 children.
I have 4 children.
I have 5 children.
I have 6 children.
I have more than 6 children.
22%
39%
22%
10%
3%
2%
2%
Families are shrinking! 83% of families in our survey do not have more than 3 ch ildren and only 2% of moms have more than 6 kids. Parents seem to be having less ch ildren but spending more.
Age Range of children
buzzmg.com
The majority of respondents have tweens or young ch ildren compared to 14% of moms who have young adults. It’s no wonder th is group is so popular.
9% 20%
52% 56% 41%
14%
Yes 97%
No 3%
Are they still living with
mom? Nearly all of moms who were surveyed
are raising kids in their h
omes.
Where do our moms work?
Inside my home for pay
15%
Outside the home 56%
As a full-time homemaker
29%
Whether it’s raising kids or working to raise their salaries, our moms sh ow no signs of slowing down! 56% of moms surveyed work outside of the h ome, wh ile 15% work at h ome and 29% consider themselves full-time h omemakers.
My supermarket shopping
decision is based on…
Moms are value-focused. Brand loyalty doesn’t matter. It’s value for their dollar that matters the most.
Brand loyalty
Product selection
Coupons
Seeking weekly specials
Distance from home
Other
15%
45%
40%
59%
20%
3%
Do you Menu plan?
Yes 86%
No 14%
It’s no secret here that moms determine what their families eat. Menu planning is a must for 86% of our moms.
How often do they plan?
This Mom Study sh ows that 69% of moms plan each week and a mere 4% leave the planning to once a month .
Each day Each week Each month Other
26%
69%
4% 6%
How often do they use a
grocery list?
All the time Almost always Sometimes Never
31%
46%
22%
1% Moms are planners who rarely go food sh opping with out knowing what they will already buy. For marketers, it’s important for their product to be on th is list!
How many grocery store chains do
you frequent each week?
Moms are cost conscious! They are willing to go up to three different chains to get what they’re looking for!
1 1 to 2 2 2 to 3 3 More than 3
3%
39%
11%
34%
4% 8%
Split Decision?...not
exactly!
0-25% 25-50%
50-75% 75-100%
84%
9%
2% 5%
If you are married or in a relationsh ip, what percentage of the grocery purchasing decisions does your partner make?
Moms overwhelmingly make the
grocery sh opping decisions solo
.
How has this percentage changed
compared to previous years?
Increased 10%
decreased 8%
unchanged 82%
More than half of our moms surveyed continue to make grocery sh opping decisions alone. Th is trend has remained consistent through out the years.
To what do you attribute this
change?
Interestingly, only 24% of moms indicated the recession as a factor in changing their food purchasing habits. Recession or not, moms are still purchasing groceries alone and looking for the best prices out there.
Job change
Recession
Greater financial communication
Other
12%
24%
23%
42%
how much do you care about your products being
natural or organic?
I don't care at all. 3%
It's not a priority for me.
19%
I care. 43%
It's pretty important.
29%
It's the most important
thing to me 6%
Organic does matter to moms as 43% of respondents indicated. Out of 499 respondents, only 3% of moms don’t care at all for products that are organic.
Natural, to me, means no…
Different moms have different definitions of “natural.” Here, 38% of moms believe natural means no additives, 33% say natural products contain no dyes and 25% say natural foods do not contain h igh fructose corn syrup. Regardless, moms are conscious about the quality of food they feed to their families.
Dyes 33%
Additives 38%
High fructose corn syrup
25%
Other 4%
If you could only choOse one, would
you prefer a product be…
Inexpensive 58%
Eco-friendly (higher price) 42% 58% of our moms
actively ch oose inexpensive products over eco-friendly, yet pricier, items.
How often do you buy the following?
69%
26%
4% 0% 0%
15%
29%
35% 18% 3%
18%
34% 31% 15%
2%
20% 34% 28% 17%
1%
more than once each
week
once each week
twice per month
once per month
less than once per
month
Health and beauty products
Household paper goods
Cleaning products
groceries
Food comes first for moms as 69%
indicated
they purchase groceri
es more than once a week.
All of our moms surveye
d grocery sh op with in a
week or, at the ver
y least, twice per m
onth .
Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com
Contact Us!