• by Gavin O'Malley  @mp_gavin, December 10, 2009

While today's moms do worry about their kids succumbing to media's influence and technology overload, such concerns still take a back seat to more traditional issues, according to a new study from Meredith's Parents Network.

After surveying about 1,000 moms nationwide, the study found that while moms are worried about media -- 68% -- and technology -- 45%, far more expressed concerns about peer pressure -- 84% -- their kids growing up too fast -- 81% -- and bullying -- 71%.

The broadly encompassing study also found that despite the economy, 70% of moms will always find a way to afford some items that make their kids happy -- a finding that might reassure retailers this season.

Also in spite of the present recession, 82% of moms reported that their children's standard of living is as good as or better than what they had growing up.

"Moms have a lot to worry about, especially in today's economy," Dana Points, editor in chief of Meredith's Parents magazine, said regarding the findings. "What's interesting about today's mom is that despite her worries, she still feels optimistic about the future."

Believed to hold greater sway over purchase decisions than any member of the household, moms are held in high regard by marketers.

"Moms control 80 percent of all household spending, which represents $1.7 trillion annually," Bill Todd, general manager at ValueClick Media, told Online Media Daily upon the launch of the company's mom-targeted vertical ad network in September.

Across the board, moms reported being the least satisfied with their fitness level -- 58% -- finances -- 55% -- and the amount of time they have for themselves -- 48%, according to Meredith's report.

As a result, when asked what professional help they would like to hire, 56% asked for a cleaning service and 46% requested a personal trainer, while 32% listed an investment advisor.

Overall, 80% of moms said they are happy to be moms, but 27% reported feeling unattractive, while only 17% reported feeling sexy.

When asked about their "me time," about half -- 51% -- of moms admitted that the primary way they make time for themselves is by running errands and doing chores without their children, while 25% admitted to not making any time for themselves at all.