Facts for Features & Special Editions: Facts for Features: Mother's Day: May 8, 2011. CB11-FF.07 March 17, 2011 The driving force behind Mother's Day was Anna Jarvis, who organized observances in Grafton, W.Va., and Philadelphia on May 10, 1908. As the annual celebration became popular around the country, Jarvis asked members of Congress to set aside a day to honor mothers. She finally succeeded in 1914, when Congress designated the second Sunday in May as Mother's Day.
The total fertility rate or number of births per woman in the U.S. in 2009, a decline of 4 percent from 2008 (based on current birth rates by age). Source: National Center for Health Statistics < How Many Mothers 85.4 million Estimated number of mothers in the United States in 2008. Percentage of 15- to 44-year-old women who were mothers in 2008. Percentage of women 40 to 44 who had given birth as of 2008. How Many Children The total fertility rate or number of births in 2008 per woman in Utah (based on current birth rates by age), which led the nation.
The New Demography of American Motherhood. By Gretchen Livingston and D’Vera Cohn Executive Summary This report examines the changing demographic characteristics of U.S. mothers by comparing women who gave birth in 2008 with those who gave birth in 1990. It is based on data from the National Center for Health Statistics and the Census Bureau. It also presents results of a nationwide Pew Research Center survey that asked a range of questions about parenthood. Among the key findings of this report: Age: Mothers of newborns are older now than their counterparts were two decades ago. Overview The demography of motherhood in the United States has shifted strikingly in the past two decades. In 1990, there were more births to teenagers than to women ages 35 and older. Another notable change during this period was the rise in births to unmarried women. Just over half of births (53%) in 2008 were to white women, and a quarter (24%) were to Hispanic women.
Demographic Changes Attitudes about Birth Trends Older Mothers. Social Media Use Among Teens, Boomers and Moms: New Studies Reveal Great Insight. Relationship building via social media marketing is not a one-size-fits all endeavor. Moms, teens and Baby Boomers are three big social media subgroups groups that are unique. Just like with traditional marketing, the more you know your audience, the more successful you will be at grabbing their attention and keeping it. In terms of marketing opportunities, recent online buzz shows teens, Boomers and moms as three of the most desirable social networking groups. They are active on these sites and their behaviors have been studied closely. Each group is unique, and the secret to success is understanding where they are spending their time and how they are using the social sites to engage and connect.
According to The Nielsen Company, global consumers spent more than 5.5 hours on social networking sites in December 2009. In December 2008, users were only spending about 3 hours on the same sites. Teens Blog Less, but Use Social Media More (Pew Research Center) Facebook: Twitter: LinkedIn: Tech-Savvy Moms Increase Social Media Use by 462% “The 21st Century Mom Report,” revealed that, in addition to bigger trends shaping motherhood such as comfort with technology and increasing eco-friendliness, becoming a mother is a huge, life-stage transformation that alters a woman’s lifetime purchasing behavior and criteria and triggers a significant re-evaluation of products and brands.
For example: 85% of moms say having a baby changed their purchasing habits.73% say it changed their purchasing criteria.62% say it changed the brands they purchase. Before having children, BabyCenter said that women are most concerned about product and service quality, features, and design. After becoming mothers, they are much more likely to shop based on safety, quality, and price. The study also found that pregnancy and parenthood create a series of entry points which create a timeline of purchases for such things as home renovations, digital cameras, travel and appliances.
Habit & Behavior Insights 1. 2. 3. 4. 5. 6. 7. Moms Continue Flocking to Facebook. Have you Facebook-friended your mom yet? Even if you haven’t, you probably have more than a few connections on the social network with little ones of their own, using the site as a way to communicate, stay in touch with families and exchange information about parenting, among other things. eMarketer estimates 23 million US moms are on Facebook this year—a figure that counts women with children under 18 in the household who use the site at least once each month.
That represents well over two-thirds of all online moms in the country. Overall, eMarketer estimates that just 57.1% of internet users (including children) use Facebook monthly. Facebook, of course, is not the only social networking site moms use. These estimates mean that as of 2011, moms will make up 17.9% of all US social network users and 17.4% of Facebook users. Keep your business ahead of the digital curve. Check out today’s other article, “Tablet Owners Most Active in M-Commerce.” Monetizing Mom: To Lure Mothers Online, Promise a Payoff. The best way to attract mothers using online advertising is to show them the money, a new study says. Two-thirds of moms surveyed said they preferred coupons and discounts in ads, while less than half (47 percent) wanted ads that provide useful information. The About.com study of more than 2,000 American mothers validated the belief that online ads drive moms to seek more information and try products.
Over half visited product websites as a result of seeing an online ad in the past year. In addition, more than half printed a coupon and nearly half clicked on ads or did more research. But the real payoff was at the cash register: nearly 40 percent purchased products. But you can't just throw anything online and expect it to grab moms, the study showed. The big surprise in the study was that parenting information is not among the top five online searches for moms. Photo Sharing Sites Compared: Flickr vs. Google+ vs. SmugMug vs. 500px vs. Facebook.