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.

1. The
Buzz on Moms
Report
1.0
Our annual report reveals the truth about Moms: they are connected,
inspiring, innovative, and philanthropic.

2. Who was
Involved?
7000
11
h ed 10.22.
Launc These panelists .
449 members from our
1,122 a ttempts
buzzSpotter network
participated in this survey
about Moms to learn how F ie lded o n
line Panelists
they’re raising the
Millennial Generation. Closed 12.23.11
100%
female
449 Par tic ipa n ts
buzzmg.com

3. Where do
you live?
Rural 9%
Suburbs 56%
As you can see, our
respondents are mostly
suburban moms with 56%
City 36%
raising children here. Less
than half live in the City
and only 9% of moms live
in rural areas.

4. ethnicity
Other
2%
American
Hispanic African
Indian
9% American
1%
16%
Asian
American
4%
Caucasian
68%
buzzmg.com

5. s are
Marital Th e majo rity o f ou
r mo m
Status married.
Other 1%
Widowed 1%
Divorced 6%
Married 73%
In relationship 12%
Single 8%
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6. How Many
children do
they have?
I have more than 6 children. 2%
I have 6 children. 2%
Families are shrinking! 83% I have 5 children. 3%
of families in our survey do
not have more than 3
I have 4 children. 10%
children and only 2% of
moms have more than 6 kids.
Parents seem to be having I have 3 children. 22%
less children but spending
more. I have 2 children.
39%
I have 1 child. 22%
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7. 56% Age Range of
52%
41% children
20%
14%
9%
The majority of respondents
have tweens or young children
compared to 14% of moms
who have young adults. It’s
no wonder this group is so
popular.
buzzmg.com

8. yed
Are they still
h o we re sur ve
N
o ms w
early all o f m h e ir h o mes. No living with
s in t
are raising kid 3% mom?
Yes
97%

9. Where do our
moms work?
Inside my home
for pay
As a full-time 15%
homemaker
29%
Whether it’s raising kids or
working to raise their salaries,
Outside the our moms show no signs of
home slowing down! 56% of moms
56% surveyed work outside of the
home, while 15% work at home
and 29% consider themselves
full-time homemakers.

10. My supermarket
shopping
Other 3%
decision is based
on…
Distance from home 20%
Seeking weekly specials 59%
Coupons 40%
Moms are value-
Product selection 45%
focused. Brand
loyalty doesn’t
Brand loyalty 15% matter. It’s value for
their dollar that
matters the most.

11. Do you Menu
No
plan?
14%
It’s no secret here that
Yes moms determine what their
86% families eat. Menu planning
is a must for 86% of our
moms.

12. How often do
they plan?
69%
This Mom Study shows
26% 6%
4% that 69% of moms plan
each week and a mere 4%
leave the planning to once
Each day Each week Each month Other
a month .

13. How often do
they use a
46%
grocery list?
31%
22%
1%
Moms are planners who rarely
All the time Almost
go food shopping without
Sometimes knowing what they will already
always Never
buy. For marketers, it’s
important for their product to
be on this list!

14. How many grocery
39% store chains do
34% you frequent each
week?
3% 11%
4% 8%
1 1 to 2 Moms are cost
2 2 to 3 3 More conscious! They are
than 3 willing to go up to three
different chains to get
what they’re looking
for!

15. Split
Decision?...not
exactly!
If you are married or in a
relationship, what percentage
of the grocery purchasing 84%
e th e
he lmingly mak o.
decisions does your partner Mo ms o ve r w g de c isio ns so l
p in
make? g ro c e r y s h o p
9%
2%
5%
0-25%
25-50%
50-75%
75-100%

16. How has this
percentage changed
compared to
previous years?
Increased
10%
decreased
8%
More than half of our moms
surveyed continue to make
grocery shopping decisions
alone. This trend has
remained consistent
unchanged
throughout the years.
82%

17. To what do you
Other 42% attribute this
change?
Greater financial 23%
communication
Recession 24%
Interestingly, only 24% of
Job change 12% 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.

18. how much do you
It's the most care about your
I don't care at
important products being
all.
It's pretty thing to me It's not a natural or organic?
3% priority for me.
important. 6%
29% 19%
Organic does matter to moms as
I care. 43% of respondents indicated.
43% Out of 499 respondents, only
3% of moms don’t care at all
for products that are organic.

19. Other
4% Natural, to me,
means no…
Dyes
High fructose 33%
corn syrup
25%
Different moms have different
definitions of “natural.” Here, 38%
of moms believe natural means no
Additives additives, 33% say natural products
38% contain no dyes and 25% say
natural foods do not contain high
fructose corn syrup. Regardless,
moms are conscious about the
quality of food they feed to their
families.

20. If you could only
choOse one, would
you prefer a
product be…
Eco-friendly
(higher
price)
42% Inexpensive
58% of our moms
58%
actively choose
inexpensive products
over eco-friendly, yet
pricier, items.

21. s as 6
ted
9% indica e k. How often do
fo r m o m a we
es first th an o n c e ith in a
F ood c o m se gro c e ries m o re r y sh op w you buy the
cha oce
th e y pur o ms sur ve yed gr pe r m o n t
h. following?
rm ic e
All o f ou th e ve r y least, tw
at
wee k o r,
20% 1%
34% 28% 17%
18%
Health and beauty 2%
15%
products 34%
31%
15%
Household paper goods
Cleaning products 29%
69%
3%
35% 18%
groceries 26%
4% 0% 0%
more than once each twice per once per less than
once each week month month once per
week month

22. Co n tac t Us!
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com