Marketing: Shopping Preferences of Millennial Moms

If you’re concerned about marketing to young women but you’re not up-to-date in marketing to Millennial moms, young mothers aged 18 to 32 or 33, you better get started.

Take steps to capture them as customers. Then insure they’re loyal, repeat customers. Why?It’s forecast Millennial moms will spend $200 billion a year by 2017. Lifetime, they’ll spend $10 trillion.

That’s according global research, “2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms.” Data includes young moms in the U.S., Brazil, Canada, China and the UK.

ID-100108399 stockimages“Moms have traditionally been a primary target for a multitude of marketers, and now it’s clear that the primary way to reach them is through mobile,” says Anna Bager.

Ms. Bager is a senior vice president of Mobile and Video at the Interactive Advertising Bureau.

“We are seeing smartphones as central to moms’ media experiences around the world. And, with Millennials making up the majority of new moms, brands and agencies need to think of this valuable demographic as tech-savvy and mobile-first, if they want to earn their interest and loyalty,” she adds.

For instance, in the U.S., 83 percent use a laptop or PC, and 90 percent use a smartphone.


For them, the ability to multitask is important. Seventy percent read or posted to their social media, and 63 percent browsed the Internet.

Similar data was reported in the other countries.

The average age for first-time moms in the U.S. is 25.8. The country averages 4 million births a year – 83 percent involve Millennial moms.

Globally, there are more than 100 million babies born annually – about 80 percent of new moms are Millennial women.

Perhaps a sad sign of the times, the report says: “She’s a one woman show 61 percent of births to Millennial moms are to unmarried women.” Fortunately, “62 percent say dads are pitching in.”

“Moms have traditionally been a primary target for a multitude of marketers, and now it’s clear that the primary way to reach them is through mobile.”

Shopping trends 

A U.S. mom spends $13,127 annually on her baby – her purchasing concerns:

  • Safety – 77 percent
  • Convenient to buy – 65 percent
  • Brands that provide good value – 64 percent
  • Good product reviews – 60 percent
  • Products that simply their lives – 57 percent
  • Recommended by other parents – 51 percent

Pregnancy, for U.S. moms, has become a time for buying financial products including life insurance.

Forty-nine percent seek advice on parenting Web sites.

Seventy-three percent of U.S. millennial moms use the Internet for brand and product recommendations.

They’re becoming healthier eaters: Forty-five percent want “natural/wholesome ingredients.”

Where they notice advertising

Sixty-two percent notice branding on laptops and PCs, and 61 percent also take note on smartphones and tablets.

Seventy-one percent act on messages featuring deals, sales, or other money-saving offers.

Sixty-two percent buy products relevant to “my lifestage or children’s ages.”

Fifty-seven percent react favorably to humor.

So, if all this is surprising to you, get busy.

From the Coach’s Corner, here related articles:

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You Risk Sales If You Don’t Use This Mobile-Web Strategy — You know, of course, strong brand perceptions and emotional engagement drive sales. You also know your mobile-site strategy should be a priority, as a  result of the skyrocketing popularity of mobile devices. But here’s a question: Is your mobile site actually hindering brand perception and emotional engagement?

A picture is worth a thousand words.


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

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Seattle business consultant Terry Corbell provides high-performance management services and strategies.