Working Moms

SCARBOROUGH WORKING MOMS STUDY WORKING MOMS. WORKING MOMS ARE AFFLUENT AND EDUCATED CONSUMERS 10% 35% 40% MORE LIKELY MORE LIKELY TO BE MORE LIKELY TO HAVE AN TO BELONG TO GEN X COLLEGE GRADUATES ANNUAL HOUSEHOLD INCOME (AGE 30 - 49) OF $100K OR MORE 49% 95% 37% HAVE CHILDREN AGREE THAT SPENDING TIME DISAGREE THAT JUGGLING AGE 12 - 17 WITH THEIR FAMILY IS FAMILY AND WORK DEMANDS THEIR TOP PRIORITY IS VERY STRESSFUL FOR THEM WORKING MOMS ARE FINANCIALLY SAVVY AND CHARITABLE WORKING MOMS ARE MORE LIKELY TO PARTICIPATE IN EVERY AREA OF FINANCE. INVESTMENT SERVICES: Working Moms are 27% more likely than all moms to have any investment 130 132 132 129 133 127 115 100 Index 9% plan to buy a home in the next 12 months Mutual Stocks or Stock Options Bonds Second Home or Real Estate Property Other Mad Any Investment Security or Investment Funds Funds Investment 72% FINANCIAL SERVICES: 128 128 134 139 of households 120 126 125 contributed to a charity in the past 12 months 100 Index 10% more likely to do banking online Accountant Financial Home Auto 401K IRA Money Market Planner Mortgage Loan Plan Account Working Moms are more engaged with their households' finances than all moms. This knowledge makes for valuable decision making about where the family dollars go. MOMS LOVE SPENDING LESS FOR NAME BRANDS MAJOR DEPARTMENT STORES WORKING MOMS 20% ARE MORE LIKELY TO SHOP AT: more likely to have bought athletic Working Moms are 21% more likely than all Moms to have shopped at Nordstrom Rack clothes in the past 12 months 121 119 118 117 112 10% 100 Index more likely to have bought athletic shoes Nordstrom Rack Kohl's Macy's Home Goods JC Penny 47% More likely to own nearly every piece of technology Scarborough more likely to have bought women's business 13% likely More likely to shop at every bookstore more to have spent $2,500+ on internet purchases in the past year clothing measures COUPONS 22% 69% Though Working Moms make more money than all Moms, they are much more likely to agree mostly that they only use coupons for the brands they usually buy agree mostly or somewhat their favorite grocery stores offer low prices on all products every day use coupons 18% 16% 13% more likely more likely to use coupons for groceries more likely to use coupons for other products/services to obtain coupons via email once a week once a week By understanding where Working Moms spend their hard-earned dollars and how they find deals, brands can bette plan their outreach strategy for reaching this affluent consumer group. WORK HARD, PLAY HARDER 18% more likely to make travel arrangements online in the past 12 months 33% more likely to buy cultural event tickets online in the past 12 months Working Moms are much more likely than all moms to be sports fans, particularly of College Basketball, PGA Tours and Men's Tennis 28% 22% more likely to have played golf in the past 12 months 27% 33% more likely to have more likely to have visited more likely to have Disney World (Orlando) attended any professional attended 27% live theater sports event more likely to have gone skiing/ snowboarding in the past 12 months Make strategic partnership and sponsorship decisions by knowing where Working Moms spend their free time and what activities they do to relax. YOU KNOW WHAT THEY WANT AND WHAT THEY BUY, NOW KNOW WHERE TO REACH THEM TOP LOCAL MARKETS FOR WORKING MOMS Minneapolis (54%) • Albany (51%) Baltimore (51% of mom residents are Des Moines (51%)• Baltimore (51%) Working Moms) Little Rock (55%) • TELEVISION: 21% 43% more likely to have 22% watched HGTV in the past 7 days spent 20+ hours on the internet in an average week more likely to use LinkedIn in the past 30 days more likely to have 24% watched ÉSPN in the past 7 days more likely to have visited any Broadcast TV website in the past 30 days 12% LOCAL NEWS: feel social networking is 7% very important for finding local information RADIO: hecked local news 39% online in the past more likely to have contributed to public radio (household) 20% 30 days 40% watch local morning news 39% watch local evening news TOP FORMATS: in the past 7 days Pop Contemporary Hit (42%) Country (31%) Adult Contemporary (30%) 24% watch local late news read the local news 46% section of the more likely to have 21% visited any radio station website in the past 30 days newspaper Making smarter ad buys in strategic media allows your messaging to reach Working Moms where they are captive audiences, on media you already know they prefer. Source: Scarborough USA+ RI 2013 (Current 6 Months )/GIK MRI Attitudinal Insights Data Data in this infographic is compared to all Moms. For purchase information for this, or any other consumer tapics, ples se cont act: FOLLOW US ON Scarborough Halay Dercher 646.5171042 hdercher@scarbar augh.com dislog.scarborough.com Scarborough. 0o