Photo by Oleg Gapeenko
Capitalize on their shopping behaviors.
If you’re concerned about marketing to women but you’re not up-to-date in marketing to Millennial moms, you better get started.
Take steps to capture them as customers. Then insure they’re loyal, repeat customers. Why? Lifetime in the aggregate, they’ll spend at least $10 trillion.
“Moms have traditionally been a primary target for a multitude of marketers, and now it’s clear that the primary way to reach them is through mobile,” said Anna Bager. Ms. Bager was senior vice president of Mobile and Video at the Interactive Advertising Bureau.
In 2026, the average age for first-time moms in the U.S. was 27.5, according to data from the Centers for Disease Control and Prevention. The agency reports approximately 3.6 million babies are born each year.
In 2026, the average age for first-time moms in the U.S. was 27.5, according to data from the Centers for Disease Control and Prevention. The agency also reported approximately 3.6 million babies are born each year.
The shopping preferences were first reported in global research, “2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms.” Data includes young moms in the U.S., Brazil, Canada, China and the UK.
“We are seeing smartphones as central to moms’ media experiences around the world. And, with Millennials making up the majority of new moms, brands and agencies need to think of this valuable demographic as tech-savvy and mobile-first, if they want to earn their interest and loyalty,” Ms. Bager added.
For instance, in the U.S., 83 percent used a laptop or PC, and 90 percent use a smartphone.
Multitasking
For them, the ability to multitask is important. Seventy percent read or posted to their social media, and 63 percent browsed the Internet. Similar data was reported in the other countries.
Globally, there are more than 100 million babies born annually – about 80 percent of new moms are Millennial women.
Globally, there are more than 100 million babies born annually – about 80 percent of new moms are Millennial women.
Perhaps a sad sign of the times, the report said: “She’s a one woman show 61 percent of births to Millennial moms are to unmarried women.” Fortunately, “62 percent say dads are pitching in.”
Shopping trends
A U.S. mom spent $13,127 annually on her baby – her purchasing concerns:
- Safety – 77 percent
- Convenient to buy – 65 percent
- Brands that provide good value – 64 percent
- Good product reviews – 60 percent
- Products that simply their lives – 57 percent
- Recommended by other parents – 51 percent
Pregnancy, for U.S. moms, has become a time for buying financial products including life insurance. Forty-nine percent seek advice on parenting Web sites.
Seventy-three percent of U.S. millennial moms use the Internet for brand and product recommendations. They’re becoming healthier eaters: Forty-five percent want “natural/wholesome ingredients.”
Where they notice advertising
Sixty-two percent notice branding on laptops and PCs, and 61 percent also take note on smartphones and tablets.
Seventy-one percent act on messages featuring deals, sales, or other money-saving offers.
Sixty-two percent buy products relevant to “my lifestage or children’s ages.”
Fifty-seven percent react favorably to humor.
Conclusion
Millennial moms control most of household spending. To make purchasing decisions, they use digital research, social media discovery and their in-store evaluations. So, if all this is surprising to you, get busy.
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A picture is worth a thousand words.
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