A quick presentation loaded with recent stats that looks at who Mom is today. Given at the Luckie & Company sponsored Marketing To The Modern Mom conference in Birmingham on October 8

2. The origin of modern mom

3. GENERATIONAL SNAPSHOT
Baby Boomers Generation X Gen Y
1946-1964 1965-1978 1979-1999
45-63 years old 31-44 years old 10-30 years old
78 million 55 million 84 million
Individuality Entrepreneurial Optimistic
Idealists Work/family balance Complexity
Self-fulfillment Self-reliance Self-confidence
Everyday, 10,000 Currently the dominant For the next four years,
Boomers turn 55 family rearing generation 10,500 will turn 21 everyday

4. THREE GENERATIONS OF MOMS
Baby Boomers Generation X Gen Y
45-55 years old 31-44 years old 18-30 years old
Authoritative role Partner role Role to be defined
Team effort Independent Help from Mom
Follow the pack My terms What’s best
Want successful kids Want happy kids Want kids to fit in
Children growing up and Are in peak child bearing Starting to become moms.
moving out. Embracing years and continue to Will likely create largest
Empty Nester role and grow their families baby boom in U.S. history
grandparenthood

5. ROUGHLY BREAK DOWN AS
24.7 million Gen X moms
13 million Gen Y moms
9.7 million Boomer moms
Source: Mediamark Research – Spring 2008

6. These moms represent 73.6 million
children under 18 years old
• 24.5 million 0-5 year olds
• 23.9 million 6-11 year olds
• 25.2 million 12-17 year olds
Source: Mediamark Research – Spring 2008

7. 67% of kids under 18 live with
two married parents
Source: Childstats.gov – 2008

8. BUT HOLD ON …
The Gen Y Mommy Tsunami is coming

9. First Gen Yers just now reaching their 30s
and already over 13 million are moms
Source: Mediamark Research – Spring 2008

10. 2006 was the first time in 25 years that the
mean age for a mother to give birth fell
Source: National Center For Health Statistics

11. 4,317,119 births in 2007 was the highest
year total ever recorded in the U.S.
Source: CDC National Vital Statistics Report – March 2009

12. 2,742,604 born to Gen Y moms
1,567,166 born to Gen X moms
7,349 born to Boomer moms
Source: CDC National Vital Statistics Report – March 2009

13. Around 11,000 women a day give birth
Source: U.S. Census Bureau

14. And of those, roughly 40%
are first time moms
Source: American Community Survey 2007

15. Many of which depend on
their Momtourage
iVillage generally credited with coining the term “momtourage”

16. With 84 million members, of which roughly
half are female, Gen Y is mathematically
destined to dominate motherhood for
the next couple of decades
Source: U.S. Census Bureau

17. It’s no secret that moms
lead a pretty busy life

18. MOM ROLES

19. NOT SURPRISINGLY …
70% of Americans say moms
today have it tougher than their
counterparts 20 or 30 years ago
Source: Pew Research Center – May 2007 Motherhood Today study

20. CHIEF PROCUREMENT OFFICER
• Control nearly 80% of all household
spending
• Which equates to a little over $2 trillion
per year
Source: Maria Bailet, BMS Media Group

21. CHIEF NUTRITION OFFICER
• Responsible for feeding 141 million
individuals
• Individually prepare 290 dinner meals
annually, which, collectively amounts to
10.2 billion dinners
Source: NPD “What’s on the minds of moms” study – June 1009

22. While it’s easy to classify moms
generationally, reality says …

23. MOM TRIBES

24. Digital Moms

25. 34 million U.S. moms
with children under 18
go online at least
once per month
Source: eMarketer – May 2009

26. “Women with children highly value social
media, mobile and other digital
technologies as a convenient means to
stay connected, seek advice and
information, shop and learn about
products, meet others like themselves,
and simplify the many dimensions of
their lives.”
Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009

27. WHAT MOMS ARE DOING ONLINE C
TECHNOLOGIES USED IN THE PAST THREE MONTHS
E-mail 95%
Search Engines 74%
Social Network Sites 65%
Instant Messaging 55%
Gaming (online or console) 52%
News Sites 51%
Online Video 36%
Consumer Reviews 33%
Blogs 29%
RSS Feeds 21%
Podcasts (Audio or Video) 11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009

28. WHAT ARE MOMS DOING ONLINE C
CATEGORIES RESEARCHED, SOUGHT ADVICE OR
PURCHASED IN THE PAST THREE MONTHS
Clothing/Fashion Accessories 40%
Food/Cooking 31%
Baby/Parenting 26%
Banking Services 22%
Electronics/Computers 21%
Travel 21%
Medication/Medical Condition 20%
Health/Fitness 18%
Homegoods/Appliances/Furniture 14%
Telecommunications 14%
Cars 12%
Brokerage Services 2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Source: Digital Mom report via Razorfish and CafeMom – Feb. 2009

29. Moms more likely to be socially networked
than the average adult
Moms Average Adult
Facebook 60.3%50.2%
MySpace 42.4 34.4
Twitter 16.5 15.0
Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009

30. 15.3% of moms maintain their own blog
Source: Retail Advertising and Marketing Association All About Moms Report – Spring 2009

31. DIGITAL MOMS ON KIDS
Boomers = keeping up with kids
Gen Xers = showing off kids
Gen Y = getting/giving advice on kids

32. Tools Of The Modern Mom

33. TOOLS OF THE MODERN MOM
OLD NEW

34. TOOLS OF THE MODERN MOM
OLD NEW

35. TOOLS OF THE MODERN MOM
OLD NEW

36. TOOLS OF THE MODERN MOM
OLD NEW

37. TOOLS OF THE MODERN MOM
OLD NEW

38. TOOLS OF THE MODERN MOM
OLD NEW

39. TOOLS OF THE MODERN MOM
OLD NEW

40. TOOLS OF THE MODERN MOM
OLD NEW

41. In closing …

43. david.stutts@luckie.com
twitter.com/stutts
slideshare.net/stutts