• Background
• Overview
• Report Scope
• Methodology
• Key Insights:
  • The Market
  • Moms Life
  • Advertising to Moms
  • Moms & Products
  • Moms & Brands

• The Market
• Market Size
  • Figure 2-1 : US Trended Birth Statistics
  • Table 2-1: US Trended Birth Statistics
  
  
• Age
  • Figure 2-2 : Total Birth Rates 2004
  • Table 2-2 First Births By Age
  • Table 2-3 : Births By Generation
  
  
• Ethnicity:
  • Table 2-4 : US Births By Ethnicity
  • Table 2-5 : Average Age of Birth By Ethnicity
  • Figure 2-3 : Birth Population By Ethnicity
  • Table 2-6 : Births, Birth Rates and Fertility Rates by Hispanic Origin of Mother
  
  
• Regions
• Single Moms:
  • Table 2-7 : Trended Single Mom Birth Rates by Age
  • Figure 2-4 : Tended Single Mother Births by Ethnicity
  
  
• Education:
  • Table 2- 8: Births & Education by Ethnicity
  
  
• Work Status
  • Table 2-9 : Employment Status 2004
  
  
• Family Size & Child Care
  • Table 2-10 2003 Births By Birth Order
  • Table 2- 11 US Population Pyramid for 2005
  
  
• Misc. Birth Facts:
  • Table 2-12: Mom Market Cheat Sheet

Chapter 3: Moms Life

• Moms Life
• Moms & Work Choices
  • Table 3-1 : Desired Employment Changes
  • Table 3-2 : Mom Comparison
  • Figure 3-1 : How Moms Want To Work
  • Figure 3-2 : The Daddy Bonus vs. The Mommy Penalty
  
  
• How Motherhood Changes a Woman
  • Table 3-3 Differences Between Females With and Without Children
  • Figure 3-3 : Trended Mom Characteristics
  
  
• Taking Care Of Baby
  • Figure 3-4 : How Do Moms Plan To Feed

CHAPTER 4: Moms & Media

• Moms & Media Overall
  • Figure 4-1 : New Product Information Sources
  • Figure 4-2 : Advertising Vehicles Moms Trust Most
  • Table 4-1: Prime Source of Entertainment
  • Table 4-2: Prime Source of Information
  
  
• Magazines
  • Table 4-3: Top Parenting Magazines by Circulation
  • Table 4-4: Gross Rating Points of Top 25 Mags vs. Prime-Time TV
  
  
• The Internet
  • Table 4-3 Online Activity Last 30 Days
  • Table 4-4: Online Activity Last 30 Days (Women with & without kids)
  • Table 4-5: Attitudes/Actions With Internet
  • Figure 4-5: Top Sites Visited Last 30 Days
  
  
• Television
  • Figure 4-6: TV Viewing by Time of Day
  • Figure 4-7: TV Viewing by Program Length
  • Figure 4-8: What Moms are Watching vs. Women
  • Table 4-6a: Moms & Cable Television
  • Table 4-6b Preferred Programming
  • Table 4-7: TV Newtorks & Moms
  • Table 4-8: Winning Programs With Moms (vs. All Women)

Chapter 5: Advertising To Moms

• Advertising (Overview)
  • Figure 5-1: Moms On Advertising (Statements)
  
  
• Advertising Vehicles
  • Table 5-1: Internet Advertising Tool Effectiveness
  • Figure 5-2: Ranking of Vehicles for New Product News
  • Figure 5-3: Vehicles for New Product Referral
  
  
• Advertising Content
  • Silver Stork Advertising Awards
    • MasterCard
    • Stayfree
    • Johnson & Johnson
    • Cheerios
    • Honorable Mention: Nissan 2004 Quest
  
  
• New Tools
  • Figure 5-4: Most Important In A Website Financial management

Chapter 6: Brands

• Overview
  • Figure 6-1: Importance of Brand Aspects (Moms vs. Non-Moms)
  
  
• Mom Stage Differences
  • Figure 6-2: Importance of Brand Aspects (Working vs. Stay Home Moms)
  • Figure 6-3: Importance of Brand Aspects (New vs Veteran Moms)
  • Table 6-1: Brand Aspect Ratings
  
  
• Shopping For Brands
  • Figure 6-4: Brand Shopping
  • Figure 6-5: Brand Changing
  
  
• Brand Playing Field
  • Table 6-2: Brands Moms Trust
  
  
• Brand Relationships
• Brand Evolution
  • Avent
  • Carters
  • Campbell’s Soup

CHAPTER 7: Products

• Product Attributes
• Key Product Attributes
  • Table 7-1: Importance of ‘Better Quality’
  • Figure 7-1: Attribute Ratings By Segment
  • Table 7-2: Attribute Importance Ratings
  
  
• Attribute Analysis
  • Table 7-3: Attribute Rating By Segments
  • Table 7-4: Attribute Rating By Segments (Inde )
  • Table 7-5: Attribute Rating By Segments (Top 2 Bo )
  • Figure 7-2: Attribute Rating New Moms vs. Veteran Moms
  • Figure 7-3: Attribute Rating Working vs. Non Working Moms
  • Figure 7-4: Attribute Rating Gen Y& vs. Boomer Moms
  • Figure 7-5: Mean Attribute Ratings By Work Status
  
  
• Mom Product Awards
  • 10 Silver Stork Award Winners
  
  
• Ideas & Opportunities
  • 4 Themes
  
  
• Hot Products
  • Buggaboo Stroller
  • Whole Foods
  • Kraft Mac & Cheese
  • Healthy Mom by Ensure
  • 4D Ultrasound Imaging
  • Elite Brands Transforming Market

Chapter 8: Trends To Watch

• Evolving Role of Dad
  • Table 8-1: Dad Activity Participation
  
  
• International Brand Influence
• Baby Bloomers
• Shoulder Opportunities
  • Back To Basics Play

Appendix

• Product Attribute Ratings By Segments
  • Product Ideas: Verbatim Responses From Moms