Research and Markets: What Moms Think and Do 2012 - Better Serve Them with Products, Services and Advertising That Simplify Complex Lifestyles

DUBLIN--()--Research and Markets ( has announced the addition of the "What Moms Think And Do 2012" report to their offering.

Today's 85 million U.S. moms expect their children to grow up to be President, found the next Facebook, and be Olympic athletes. And they'll do anything to give their children the best possible shot at achieving those dreams, whether it's paying for lessons, driving to events, or moving to a better school district.

What Moms Think And Do aggregates and digests a wealth of data about moms' behavior and attitudes. You'll learn how they feel about brands and advertising, how they establish their individual work-life balance, and what the boundaries are for family life, parenting, and values.

Drawing on research from 101 sources, What Moms Think And Do delivers the numbers and insight you need to know in order to reach moms via the media they use, where they shop, at work and at home. You'll discover:

- who moms trust for brand recommendations;

- how moms' shopping priorities change as their kids grow older;

- moms' and kids' best-loved brands;

- which casual dining chains are most kid-friendly;

- where moms find coupons - and how they use them;

- what moms value most from their jobs.

Our analysts continually search for credible data about every aspect of moms' lives. The result of their year-round efforts is What Moms Think And Do a curated, concisely-presented report that helps you recognize the conflicting roles moms play so you can better serve them with products, services, and advertising that simplify their complex lifestyles. You'll learn:

- how moms juggle work and family life;

- what the top stressors are for working moms;

- the cost of raising a child;

- the digital devices they use.

Key Topics Covered:


Executive Summary

Demographics And Leisure

Basic Population Data: Moms By The Numbers

Moms' Lives Evolve As They Age

Black And Hispanic Moms Are Most Optimistic

One In Four Young Adults Have Moved Back In With Their Parents

Today's Children Are Diverse In Demographics And Beliefs

Attitudes Toward Brands, Advertising, and Marketing

Moms Trust Friends Over Brand Websites For Brand Information

Adults Rank PBS As Most Educational Brand For Kids

Marketers Eye Moms When Selling Children's Products

Moms Favor Brands That Bring The Family Together

Family Life, Parenting, And Values

Family Takes Precedence Over Work For Gen Y Women

Moms Value Manners

Moms Admit To Some Questionable Parenting Tactics

Moms Spend More Time Nesting Than Socializing During Weekends

Moms Say It's Okay To Imbibe While Cleaning

Moms Rarely Get A Break

Parents Say School Interferes With Family Time

Dads Spend More Time Than Moms With Kids Online

Allowance, Chores, And Children

Moms Give Cash To Teens, But Don't Teach Them Money Matters

Kids' Opinions Count When Purchasing Family Vehicles

Parents Want Rear Back-Up Cameras

Traveling With Kids

Parents' Views On Their Children's Education

Tween Girls Want To Wear More Makeup Than Moms Allow

Character Is Key, Say Parents

Kids Are Messy And Destroy Furniture

Moms Try To Do It All By Stashing Clutter And Letting Kids Wear Mismatched Clothes

Take My Toys, Just Don't Make Me Eat Broccoli

Parents Are More Likely Than Those Without Kids To Use Cell Phones In The Bathroom

Parents Are More Likely To Visit Libraries

Moms Are More Influential Than Dads

Dr. Mom's Habits And Behaviors

Top Celebrity Moms For Advice, Playdates, And Party Buddies

Mom's Don't Love Mom's Day

Food & Nutrition

Casual Dining Restaurant Chains Appeal To Families By Emphasizing Sophisticated Kids Menu Items

Reasons Behind Family Snack Purchases

Moms Cite Drinks As The Worst Sugared Products For Their Kids

Parents Making More Of An Effort To Buy Healthy Food Products For Their Kids

Nagging Drives Junk Food Purchases

Most Moms Cook Meals From Scratch More Often Than Not

Media Use

Evolution Of Mommy Bloggers

Mommy Bloggers Seek Money And Structure

Moms Who Blog Are Active In Social And Environmental Causes

Women Seek Blog Insight For Food, Apparel

Women's Online Habits And Behaviors

Moms View 258 Minutes Of Online Videos Per Month

Moms Balance Parenting With Personal Interests On Social Media Sites

Moms Tweet To Share Information

Moms Readily Embrace Smartphones

App Preferences And Behaviors Among Smartphone-Owning Moms

Tips To Get Apps Noticed By Moms

Women Want Smartphones With Cameras, Long Battery Lives, And Email Access

Parents, Kids On What Makes A Good App

Dads Spend More Than Moms On Children's Apps

Moms Embrace Discount Sites

Moms (And Dads) Keep Tabs On Teens Via Facebook

Moms Want Time-Saving Solutions

Moms Who Use Social Media Are Loyal To Their Banks

Shopping Habits

Age Of Oldest Child Drives Moms' Purchases And Attitudes

Family Purchasing Behaviors Reflect Lifestyles And Lifestages

Moms' Shopping Priorities Differ According To Ages Of Children

U.S. Households Struggle To Afford The Basics

Moms Save At Grocery Store Via Coupons And Sharing Products

Where Moms Get Grocery, Restaurant Coupons

Household Cleaners Bump Cereal As Most Popular Coupon Category For Families

Decisions And Actions Behind Shopping Lists

Moms Willing To Be Gouged When It Comes To Lemonade Stand Purchases

Working Moms Are Coupon Users, Big Spenders On Home Upgrades

What Moms Purchase To Transform Houses Into Homes

Moms-To-Be Spend $4,294 Prepping For Baby

Moms Of Kids Under Six Eye Big Purchases

Moms Are Financially Supporting Adult Kids

The Impact Children Have On The Purchases And Shopping Behaviors Of Affluent Families

Women And Men Rely On Familiar Brands For Consumer Electronics

Moms With Young Kids Think Long-Term With Purchases, But Still Want Low Prices

The Cost Of Raising A Child


Reasons For The Lack Of Women CEOs

Women Workers Are Motivated By Work-Life Balance

Working Moms Value Flexible Schedules Over Advancement

Working Moms Focus On Family, Not Careers

For more information visit


Research and Markets
Laura Wood, Senior Manager
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Consumer and Personal


Research and Markets
Laura Wood, Senior Manager
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Consumer and Personal