The New American Homemaker: A Look at Today's Stay-at-Home Mom : Packaged Facts

The New American Homemaker: A Look at Today's Stay-at-Home Mom

Sep 1, 2006
98 Pages - Pub ID: LA1267673

Email a colleague >

Chapter 1 Introduction

Chapter 2 Family and Work

Self-reliant, Family-focused, Concerned With Quality of Life.
Staying Home While It Suits Them
Employer Inflexibility Forces Many SAHMs to Get Out of the Workforce
Table 2-1 Stay-At-Home Moms’ Ideal Work Situation, 2005
But Most SAHMs Really Would Prefer to Work
Table 2-2 Women’s Attitudes Toward Money, Starting a Business, Stay-at-Home vs. Career Women vs. Working Mothers (Index)
Maintaining Their Individuality Is Critical for SAHMs
Spending Time With Family
Table 2-3 Hours Per Day Spent on Childcare By SAHMs, By Age of Youngest Child, 2004
Table 2-4 Types of Activities Women Are Most Likely to Combine with Childcare (Hours per Day),* 2004
Table 2-5 Hours Women Spend On Childcare Activities (as Primary Activity), By Age of Youngest Child, 2004
SAHMs Are Technology-Savvy
The Bond with Their Children
Relationships, Friendships, and Feelings of Isolation
SAHMs Need to Connect
Table 2-6 Hours Men Spend Per Day Caring For Children Under Age 18 In Their Households,* 2004
Sources for Chapter 2

Chapter 3 Home

Most SAHMs Don’t Mind Housework
Table 3-1 Women’s Satisfaction with Life, Stay-at-Home vs. Career Women (% Agreeing with Statements)
Table 3-2 Women’s Attitudes Toward Housework, Stay-at-Home vs. Career Women
Two-Thirds of SAHMs Enjoy Home Decorating
Table 3-3 Women’s Attitudes Home Decorating, Stay-at-Home vs. Career Women
Home Is the Entertainment Center
Table 3-4 Women’s Attitudes Toward Entertaining at Home and Cooking, Stay-at-Home vs. Career Women
Sources for Chapter 3

Chapter 4 Finance

Paying Bills Online is Typical
Figure 4-1 Chart: Married Moms’ Participation In Family Finances
Smart and Secure About Financial Matters
Table 4-1 Financial Attitudes of Stay-At-Home Moms Compared Working Moms, Career Women (%)
Untapped for Insurance Products
Table 4-2 Women’s Attitudes Toward Life Insurance and Responsibility for Financial Security (Index)
Efficient, To-the-Point Information Is Critical When Targeting SAHMs
Sources for Chapter 4

Chapter 5 Health, Nutrition, And Fitness

Moms Are the Keepers of Family Health
SAHMs’ Attention Is Fragmented, So Targeting Must Be on the Mark
Table 5-1 Women’s Attitudes Toward Health Issues, Stay-at-Home vs. Career Women (Index)
Eat Your Vegetables”—Moms’ Influence On Family Diet
Table 5-2 Women’s Attitudes Toward Healthy Eating, Stay-at-Home vs. Career Women vs. Women Overall (%)
Moms’ Personal Health and Fitness
Table 5-3 Women’s Attitudes Toward Personal Health, Stay-at-Home vs. Career Women vs. Women Overall (%)
Good Food and Exercise Are More Important Than Being Thin
Table 5-4 Women’s Attitudes Toward Exercise, Stay-at-Home vs. Career Women vs. Women Overall (%)
Motherhood Is Fashion-Cool
Sources for Chapter 5

Chapter 6 Travel And Leisure

Chapter 7 Religion, Spirituality, And Values

Table 7-1 Religious Beliefs, Stay-at-Home vs. Career Women vs. Working Moms (%)
Free To Be You and Me
Christian Romance Sells Big to SAHMs
Table 7-2 Consumption of Religious Media, Stay-at-Home vs. Career Women vs. Working Moms (%)
SAHMs Care About Causes And Corporate Ethics
Table 7-4 Interest in Causes, Stay-at-Home Moms vs. Working Moms vs. Career Women, by Index (100 = average for all adults)
SAHMs Stay on the Sunny Side
Table 7-5 Outlook on Life, Stay-at-Home Moms vs. Working Moms vs. Career Women, by Index (100 = average for all adults)
Sources for Chapter 7

Chapter 8 Technology

“Household CEOs” Influence Family Gadget Purchases to the Tune of $68 Billion
Table 8-1 Consumer Electronics Used in Past 12 Months, By Gender, 2006
Consumer Electronics Marketers Wake Up To Importance of Moms
Offering Practical Solutions Is the Way to Sell to SAHMs
Table 8-2 What Women Want In Their Consumer Electronics, 2006 (% who say attribute makes them somewhat or very likely to buy)
Mr. Laptop Case Meets Ms. Purse
Sources for Chapter 8

Chapter 9 Media Use and Attitudes

Cross-Platform Marketing is Key for SAHMs
Table 9-1 Activities Stay-at-Home Moms Do While Watching TV, 2006
SAHM Behavior May Change How Advertising Gets Delivered
TV Watching Behavior
Table 9-2 Most Popular Types of TV Shows Among Stay-at-Home Moms, 2006 (% who watch regularly)
Attitudes About Advertising and Product Placement
Table 9-3 Views On Advertising, Stay-at-Home Moms vs. Working Moms vs. Career Women
Moms Like Movies But Don’t Make It to the Theater Very Often
Table 9-4 Media Usage, Stay-at-Home Moms vs. Working Moms vs. Career Women
Radio Is Moms’ Friend in the Car
Newspapers Are Less Appealing to Moms Than Magazines
Mother’s Big Helper: The Internet
Table 9 Need Other Women To Compare Stay-at-Home Moms’ Top Websites, 2005 (visited in past 30 days)
Table 9-5 Factors That Make Stay-at-Home Moms More Likely To Visit Websites, 2005
Internet Links SAHMs To Friends And Other Moms
Opt-in E-mail Marketing Works Well For SAHMs—As Long As It’s Done Right
Sources for Chapter 9:

Chapter 10 Consumer Behavior And Attitudes

Frequent Shopper SAHMs
Where SAHMs Shop
Table 10-1 What Makes Stay-at-Home Moms and Career Women Shop at Particular Stores, 2005
Table 10-2 Stay-at-Home Moms’ Favorite Retailers (% who have shopped in the past three months)
Gen X Moms Like To Customize
Bagging the Elusive Bargain—for Themselves and Their Families
Shopping for Themselves
Shopping for (and With) the Family
Table 10-3 Percent of Women Who Purchased Children’s Toys/Games, Books, Equipment in Last 30 Days, Stay-at-Home Moms vs. Working Moms
Table 10-4 Media That Influence Stay-at-Home Moms’ Grocery Purchases
Sources for Chapter 10:

Chapter 11 Marketing Strategies

800.298.5294

Int'l: +1.240.747.3095

Questions?