Stay-at-Home Moms are a Growing Group
The recent news about stay-at-home moms is that they are a growing group, with 29% of moms with kids less than 18 are staying at home, according to a Pew Research Center trends report.
This 29% represents an increase from 1999, when 23% of moms stayed at home and compares with an estimated 6% of dads. In absolute numbers, Pew’s analysis shows that this represents an increase from 8.4 million stay-at-home moms in 2000 to 10.4 million in 2013, roughly 2 million more moms.. Pew attributes the increase to a number of factors, including increased number of moms who can’t find a job, an increase in immigrant mothers, and increased childcare costs.
Who Are the Stay-at-Home Moms?
According to Pew, the demographics of the stay-at-home mothers skew to less educated and lower income. Many of the stay-at-home mothers (68%) are married to a working husband, fitting the ‘traditional’ image. The balance of stay-at-home moms are single (20%), cohabitating (5%) or married with a non-working husband (7%).
While influential, the affluent, highly-educated Mom who elects to stay at home is a relatively small number, estimated by Pew at 370,000, or only 3.5% of total stay-at-home moms.
Beyond Demographics: 10 Quick Facts Marketers Should Know
State of the American Mom research revealed similar demographic tendencies as Pew for stay-at-home moms. Moving beyond demographics, the quantitative research found ten facts about stay-at-home moms that marketers should know.
The stay-at-home Mom is:
- More likely to regularly use Facebook, and more likely to check it more than twice each day
- Less likely to agree that mobile devices are cutting into family time
- Less likely to say that her child needs to check homework online, post homework online, or that she needs to check her child’s grades or attendance online
- More likely to monitor the Internet use of her child aged 10-12 and to friend them on social media platforms
- More likely to read food and parenting blogs
- Quality of her child’s extracurriculars and sports programs is not as important to stay-at-home Mom
- Much less likely to manage the household’s long-term finances
- Less likely to own a tablet or eReader
- Much more likely to be primarily responsible for household chores like laundry, grocery shopping, cleaning, and meal preparation. And is much more likely to be primarily responsible for child care, reading with children, playing with children.
- Much less likely to believe they will be able to afford a college education for her child (likely relates to income)
What Does this Mean for Marketers?
Based on this information, these moms are even more receptive than total moms to relevant information around food and parenting. And, they are active on social media, particularly Facebook. As explored previously in ‘For an Attention Boost, Include Food in Your Market Strategy,’ even non-food brands can use food as an interest hook.
Trends suggest that stay-at-home moms will continue to grow as a group. Relevant brands that develop market strategies for these moms will benefit now—and perhaps even more in the future.