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

Sep 1, 2006
98 Pages - Pub ID: LA1267673
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Homemakers have long been the mainstay of marketing for consumer goods, and they continue to be the chief shoppers for their families. The traditional mass marketing techniques that once captured moms’ attention (and dollars) have lost much of their effectiveness in recent years, however. It’s no longer enough to buy TV ad time and create commercials that focus on happy housewives scrubbing their floors. Not only do today’s homemakers not watch TV with the same level of attention that they used to; they actively dislike TV advertising. The good news is that new technologies and media are giving marketers a wider variety of ways to capture moms’ attention and interest, and opportunities to interact with them in more meaningful (and profitable) ways.

Drawing on uniquely cross-tabulated Simmons Market Research Bureau survey data, along with government and private sector data sources, The New American Homemaker: A Look at Today’s Stay-at-Home Mom provides a snapshot of the modern American homemaker and identifies what works and what doesn’t with today’s stay-at-home mom by delving into her habits, behaviors, attitudes, and motivations—from her priorities when shopping for her family, to her feelings about new technology, to her attitudes about fashion.

Report Methodology
The information in The New American Homemaker is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in mom market research. The report features unique analysis based on the Simmons Market Research Bureau Fall 2005 National Consumer Survey, as well as findings from BIGResearch and Lucid Marketing. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

How You Will Benefit from this Report
If your company is interested in understanding and reaching the stay-at-home mom market, you will find this report invaluable, as it provides a comprehensive package of information and insight about stay-at-home moms not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the stay-at-home mom population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for products of interest to stay-at-home moms.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the stay-at-home mom population.
  • Advertising agencies to develop messages and images that compel stay-at-home moms to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Introduction
  • Scope of the Report
  • Report Methodology
  • SAHMS Are Not the Same as Moms from the 60s, 70s and 80s
  • Weaving In and Out of the Workplace
  • A Day in the Life of the Stay-at-Home Mom
  • Figure 1-1 A Day in The Life of a Stay-at-Home Mom
  • Stay-At-Home Moms: In Brief

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

  • SAHMs Crave Adventure Away From Home
  • Skateboarding Mamas Love “Girlfriend Getaways”
  • How Moms Chill Out—Leisure Pursuits
  • Table 6-1 Leisure Activities and Hobbies of Stay-At-Home Moms, 2005
  • SAHMs Are Family Shutterbugs
  • Crafts Are Moms’ Creative Outlet
  • In Quest of A Simpler Life
  • Reading Into Moms’ Clubs
  • Sources for Chapter 6:

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

  • Two-Thirds Generate Income From Home
  • Marketing During “Momtimes” Means Rethinking Business Hours
  • Tactics and Media
  • Opt-In E-mail Is an Effective Marketing Tool
  • Marketing Below the Radar
  • Making the Message Relevant
  • SAHMs Crave More Humor and Fun
  • Old-fashioned Know-How Is Key To Good Service
  • Sources for Chapter 11:

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