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What are the attitudes and behaviors of Millennial moms? How do they differ from Dads their age, and from prior generations?
OVERVIEW
Hi there! Thanks for asking us the attitudes and behaviors of millennial moms and how they differ from dads their age and from prior generations.
The short answer is that 87% of millennial moms living in the US shop online to buy baby products which include clothes, toys, and diapers. Millennial dads stand out as being more receptive to their children’s suggestions and they see shopping with their kids as a way to bond with them. Millennial moms are more mobile than moms of prior generations and have more open relationships with their children.
Below you will find a deep dive of my methodology and findings.
METHODOLOGY
I researched industry reports, trusted media sites, parenting websites and parenting blogs to compile the most relevant answer to the question. Based on the quality of data that was sourced, only the most relevant was extracted in order to keep the answer concise. Therefore, the answer prepared is the most precise one.
FINDINGS
Millennial parents are those born between 1978 and 1994. Millennials, according to Fortune 2015, have become a more dominant parenting demographic. They have influenced change in a great way with regards to how a variety of consumer products are manufactured and marketed. Research shows that with a population of over 75 million and billions of dollars to spend, millennial parents are the new consumer generation. They are also a group that knows exactly what they want and won't settle for less. CNBC reports that 40% of millennials today are parents and they tend to have more open relationships with their children than past generations.
ATTITUDES AND BEHAVIORS OF MILLENNIAL MOMS
Trybe reports that of the 80 million millennials in the US, 25% of them are now adults and are having kids. This has brought a new niche segment of millennials called “millennial moms”. When it comes to gender specifically, Crowdtap identified that millennial moms are facing the thought that they must “do it all” based on what they encounter online and the multiple roles they play in today’s fast-paced society.
Weber Shandwick, Global Communications firm records "approximately one in five moms (22%) is a millennial mom, accounting for approximately 9 million people in the US."
Weber Shandwick reveals insights about millennial moms. Listed below are five of the more important ones:
spend more time on their social networks than moms overall.
recommendations and they also cite themselves as key advisors
among their circle of friends.
be single – whether that is by choice or circumstance.
moms in general to share decision-making for groceries with
someone else
In addition to all that has already been revealed, the Trybe Millennial Moms Report records that 85% of millennial moms are always willing to try new products. Whether it’s on their smartphone, tablet or laptop, millennial moms are always connected. A study by Trybe of over 400 millennial moms living in the US, shows that 87% of them shop online to buy baby products which include clothes, toys and diapers. Trybe reports that 83% of millennial moms shop online to get a good price and 79% shop online for the wide selection of products available. According to Adweek, millennial moms spend eight hours interacting with media, while Trybe’s study shows that 48% of the millennial moms state that social media was a key influence when buying a product or service.
DIFFERENCES/SIMILARITIES IN MILLENNIAL MOMS & DADS
A recent study by Crowdtap found that 97 % of millennial moms and 93% of millennial dads find social media “somewhat” to “extremely” helpful to their parenting. 85% of millennial parents use social media from their smartphones to help them shop in-store. The number one reason millennial dads use their smartphones while shopping is to check a product's reviews, while millennial moms avidly check prices.
In a Tubefilter panel discussion in March 2017, YouTube shared that more millennial dads watch parenting-related videos on its platform than millennial moms. The panel also shared that given an increasingly tough job market, many millennial moms and dads are choosing to "focus on family ahead of building a career." They are also sharing the parenting responsibilities more equally and are in less classical roles.
Additionally, BabyCenter June 2015 reports that millennial dads are fully embracing fatherhood and are taking on full or partial responsibility for day to day needs, yet they feel intense pressure to be perfect. However, millennial dads define 'perfection' differently than millennial moms. 72% of dads say they have complete or partial shopping responsibility for the household, yet moms are making decisions on what to buy. Overall, millennial dads think they're doing a pretty good job.
Mintel research reveals that, among parents, millennial dads are more likely to have a "soft spot for their children and are more susceptible to their influence." Interestingly, millennial dads (74%) are much more likely than millennial moms (53%) to agree that buying things for their children is a way to bond.
DIFFERENCE FROM PRIOR GENERATIONS
According to Forbes, 80% of millennial moms claim it’s important to be “the perfect mom.” This percentage is higher than both Gen X and Baby boomer mothers. Additionally, 64% believe that parenting is more competitive today than it used to be. Pew Research Survey Center reveals that almost 60% of millennial moms think they are doing a "very good job" raising their children. Millennial moms definitely display more confidence. These moms rank themselves higher than both Generation X and boomer moms. The survey reveals that 48% of Generation X moms pat themselves on the back and 41% of boomer moms say "well done."
Matel and Hasbro, two of the largest toy makers, each states that compared to moms of prior generations, millennial moms are more mobile and they are more likely to live in cities. "Millennial moms are completely different from Baby Boomer moms," said Robert von Goeben, co-founder of eco-friendly Green Toys. "Parents are on the go constantly."
Mintel research also reveals that 74% of millennial dads are more likely than 53% of millennial moms to agree that one way of bonding with their kids is to buy them things. On the other hand, 41% of Gen X moms and dads agree that buying things for their kids is a way to bond. What’s more, 80% of millennial dads prefer to shop with their kids compared to 60% of millennial moms, while 53% of Gen X parents share this preference.
PURCHASING DECISIONS
Trybe Millennial Moms Report states, "the most relatable people to millennial moms are other millennial moms. Millennial moms take the advice, product recommendations and service reviews of other millennial moms more seriously than those of ‘experts’." One explanation for this according to Global PR firm, Weber Shandwick, is that 42% of millennial moms believe that advertisers don’t understand them. According to Fortune 2015 "The newest generation of parents — Millennials — is beginning to influence how toys and gear meant for infants and toddlers are made."
Executives of eco friendly Green Toys say millennial moms want sleek designs, and they want compact toys and swings for their smaller homes. The company Hasbro says, millennial moms crave mobility. Laurie Schacht, president of toy and licensing publisher Adventure Publishing and a toy industry expert is quoted as saying, "marketing also needs to change." Millennial moms shop more online, and utilize social websites to learn about which toys are best, according to Schacht.
NPD data shows millennial moms care more than older moms about a fast and easy checkout experience (47% compared to 36% of older moms), a well-organized store, items being in stock, and stores having the styles and selection they’re looking for. Data in Everyday Family reveals that when possible, millennial moms want to avoid potentially harmful chemicals. For this reason, products with safe cleaning choices that get things clean with just water and other natural ingredients are popular with millennial parents. When it comes to toys, millennial moms want products that are made from all non-toxic materials. Millennials may have been given flimsy, plastic toys as children, but when it comes to their own babies they want high-quality products that will last and will teach their child a thing or two.
CONCLUSION
To wrap it up, review of the data revealed that 87% of millennial moms living in the US shop online to buy baby products which include clothes, toys, and diapers. Millennial dads stand out as being more receptive to their children’s suggestions and they see shopping with their kids as a way to bond with them.
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