UK Mom Psychographic
When it comes to the age women are expected to have children, opinions vary far and wide. It is not a one size fits all situation especially in current times. Women all over are choosing to have children later than past norms have dictated. Taking a closer look into the psychographic profile of mothers living in the UK, with in the age range of 30-45 years old, sheds some light on many of these mother's attributes. These attributes include activities, interests, opinions, values, media consumption, as well as, other behaviors and attitudes. A few of these specific attributes are explained in greater detail for a better understanding of the requested demographic.
Media Consumption/Online Activity
- According to a report from GlobalWebIndex, mothers in the UK spend approximately 2 hours and 12 minutes per day on social media. The study consisted of 1,569 mothers in the UK, between the ages of 16 and 64. The mothers in this study were also found to have on average 7 different social media accounts that they frequented.
- Another study by comScore Inc. and UKOM looked at both mothers and non-mothers comparing their online activity, as well as, how they accessed online. The report revealed that women ages 25-54 years old, with children, spent most of their time accessing online from their smart phones. On the contrary the women without children tended to access online mainly from a desktop computer.
- Values of mothers in the 30 years old and above living in the UK place higher importance on money and financial values. Being more financially stable and independent is a big deal for mothers in the UK because of the current economic climate and how expensive childcare is.
- One of the studies mentioned above under media consumption, also noted that just over half (51%) of the 1,569 mothers living in the UK included in the study, said they were more motivated in investing money now than they probably would have been, 20% said they have actively invested in some sort of real estate or stocks and 70% of those interviewed said they were more likely to consider buying/investing in financial products online.
- Even on a smaller scale when it came to things such as loyalty programs to earn rewards or have added bonuses such as free shipping, 49% of the women with children rated that as something they valued as highly important.
Opinions and Benefits of Having Children at an Older Age
- Women are usually told that after a certain age, having children comes with many associated risks. However, in studies done women of older maternal age in the UK, with younger children, there are many opinions on the advantages of having kids older than what past norms have dictated-including the mother's well-being.
- A relatively large analysis published in the British Medical Journal in 2012, found that younger children with mothers of "advanced maternal age", were actually healthier than children with younger moms. The study looked overall at children 5 and younger and found that these younger children with the older moms were more advanced in language and cognitive development, had less emotional and social strains and a smaller amount of injuries caused accidents.
- Aside from studies on both the health and well-being of mother and child, there are numerous other advantages to take into consideration when considering having children at a slightly older age. One article takes into consideration what multiple moms living in the UK have to say about having children in their mid-late 30s and 40s.
- Top reasons these sources say they love being "older mums" include having a stronger sense of maturity by the time you have kids, your patience has evolved, you are wiser from all previous life experiences, you can better trust your instincts and you feel like you have lived a full life before starting that next chapter in life of children.
Other Attitudes, Behaviors and Interests
- A child's development relies a great degree on their interactions with their caregivers. Mothers with more maturity, stability and life experience have more patience and are better equipped to handle stressful situations. According to studies these mothers are also more likely to exhibit more rewarding and positive behavior towards their children
- For mothers to be able to acknowledge their child's specific needs, mothers need to have in depth knowledge and understanding of developmental milestones to support their children where needed and have been found to interact more positively with managing their children's behavior.
- Attitudes around traditional gender roles among older mothers are also changing. Older mothers most likely were further along in their career when having a child and most are interested in going back to work. At the very least they are interested in going back part-time or finding flexible work, so they can be a part of their child's everyday life while still being an independent career woman.
During our psychographic profile analysis, we were unable to find age data relating specifically to mothers in the UK ages 30-45, with children 5 or younger. However, all research, studies and sources included incorporate mothers within that age demographic — either discussing having children or who have already had children, in or near that age bracket.