How motherhood changes millennials

Mobile and grocery may be the winning ad combo for this consumer group

We’ve read a lot of studies about millennials — about their media habits, their multi-screen living and their place in the workforce. But what’s often missing from these studies is proper segmentation. Millennials (roughly) are people born between 1980 and 2000. At this moment, those people are between 15 and 35 years old. Call me crazy, but I was much different at 15 than I am now, and I’m expecting my life to be dramatically different when I’m 35. A lot happens in those years — college, careers, marriage, kids — to name a few, and at last we have a study to reflect those changes.

BabyCenter and the Interactive Advertising Bureau conducted a study with first-time millennial moms to determine how motherhood changed their buying and media habits. Here are some of the findings from their study.

Millennial moms’ media and device usage

According to the survey, 90% of millennial moms in the US own a smartphone, 83% own a laptop or desktop, and 57% own a tablet. The survey found that millennials’ use of media changes when they become pregnant or a mom. Here is what it found:

• 57% of millennial moms are less likely to use desktops/laptops
• 32% of millennial moms are less likely to use cable TV
• 15% of millennial moms are more likely to use TiVo or a DVR
• 25% of millennial moms are more likely to use streaming radio services
• 29% of millennial moms are more likely to use a tablet
• 30% of millennial moms are more likely to use streaming TV services
• 63% of millennial moms are more likely to use a smartphone

Millennial moms use smartphones to supplement in-store shopping

Eight in 10 millennial moms use their smartphones while shopping in brick and mortar stores. Of those respondents, here is what they’re using their phones for:

• 62% search for and download coupons
• 51% search for better prices elsewhere
• 51% search for recipes
• 46% text photos or videos to other people to ask their opinions
• 44% search for or read product reviews
• 17% make online purchases of products seen in store

Online shopping habits of millennial moms

The survey also found trends in online shopping. One in four millennial moms reported doing half or more of their shopping online post-baby. Here is what they’re more likely to purchase online after becoming a mom:

• 44% are more likely to buy clothes online
• 43% are more likely to buy electronics online
• 30% are more likely to buy financial services online
• 19% are more likely to buy personal care items online
• 10% are more likely to buy cleansers/detergent online
• But only 9% are more likely to buy groceries online

Where millennial moms seek parenting advice

The survey measured where millennial moms turn to for parenting advice. It found that they are as likely to use expert advice on parenting websites as they are to talk to friends and other parents in real life. Here is the breakdown on sources they use on a weekly basis or more:

• 49% read expert advice on parenting websites
• 49% speak with friends/other parents in real life
• 48% speak with their/their partner’s mom
• 32% speak with other parents on parenting social media
• 32% read mom blogs
• 31% use parenting/baby apps
• 24% speak with other family members
• 23% speak with other parents on mainstream social media
• 22% speak with healthcare providers
• 15% watch online videos

What does this mean for healthcare marketers?

Millennial moms are a great target for healthcare marketers. They need healthcare for themselves, their children, and for their potential spouses. Reaching this audience at a young age will help to build brand loyalty as their need for healthcare increases as they get older. Based on the stats from this survey, it’s a good idea to add the following to your media plan:

• Ads on Hulu, opposed to cable TV
• Ads on shopping carts, as the majority of respondents still buy groceries in store
• Mobile and tablet display ads
• Content marketing related to recipes and reviews
• Ads or sponsored content on parenting websites and mom blogs