• by Holly Pavlika , Columnist, December 5, 2014

Did you know that 71% of modern mothers work outside the home? And we are in the midst of the rise of the Latina mom? Moms make 90% of their purchases online. The following is a year in review of 2014’s most interesting research and insights into today’s mom: 

Marketing to Millennial Moms Whitepaper – [Exponential]

• Millennial Moms have 3.4 social networks on average and spend 17.4 hours on social sites 
• The impact of social media on a Millennial’s self-identity is most prominent in purchase decisions in the fashion, fitness and beauty sectors. 
• Hispanic Millennial moms are most likely to be researching beauty products and dieting 
• 38% of Millennial moms use Pinterest, 33% use Instagram

Marketing to Moms is More Important than You Think [Survey Monkey]

• 48% have used their smartphone to research products in the last week
• 10% more moms are using tablets; 13% more moms use smartphones
• 60% of moms check Facebook multiple times a day (up from 47% of last year) 
• 68% are following at least one brand on Facebook
• 65% have made a purchase due to a recommendation they saw online

Pinterest Media Consumption [Ahalogy]

• The most active Pinterest users are Millennial Moms.
• 61% of active moms have tried more than five Pinterest-inspired activities
• 43% of moms have purchased online or at a retail store because of Pinterest

79% of mobile moms use phones in-store [Fierce Retail]

• 79% of moms use their phones specifically for in-store shopping
• 73% use it to comparison shop in a mass retailers
• 35% in a grocery store
• 22% in discount store
• Moms engage with mobile ads more if a coupon is attached

Money Talk [Baby Center]

• Can cost more than $13k/year to raise a child
• 11% increase (since 2013) in moms who are worried about having enough money to raise a child ( of moms, now)
• 58% of moms plan to limit their family size for financial reasons
• 60% of moms feel pressured to appear well-off on social media
• 6/10 moms say their children don’t know the value of a dollar

BabyCenter U.S. Mobile Mom 2014 Report: Small Screens’ Big Influence on Moms’ Path to Purchase 

• Amazon is mom’s favorite shopping app at 46% (down 30% from 2013) 
• Retailmenot app saw the most growth (up 20% since 2013)
• 41% scan in-store with their phone, monthly or more often (more than half bought after scanning)
• 67% are comfortable using one-click buying options

Moms and Social Networks Fact Sheet [Pew Research] 

• Percent of moms who use each social network 
• Facebook 85%
• Pinterest 37%
• Instagram 24%
• Twitter 19%

Moms Stressed out by Social Media [MediaPost]

• Half of mothers feel pressure to create the image of a perfect life on social 
• 53% have considered taking a break from social media for “their psychological health”

How to spot a Mom-Fluencer and how to win her over [Punchbowl Trends Blog]

• Moms are 20% more likely to use social media than the average person
• 58% of moms would toss a TV if they had to get rid of one digital device
• 25% of all products in her shopping cart are environmentally-friendly

Connecting with Today’s Super Consumers: Mobile Moms [ InMobi]

• Moms globally spend an average of 6.2 hours per day consuming media content
• 2.3 hours per day are spent on mobile media, 1.4 hours/day on TV, 1.4 hours/day on desktop computers
• 49% prefer mobile because “it’s easy to use”, 47% say it’s because it’s constantly with them, and 29% say because it’s private
• 28% have used 6-10 apps in the past 30 days
• 84% plan to conduct mobile commerce in the next 12 months, 11% plan to conduct mobile commerce today

Harnessing the Power of Mom-to-Mom Influence [Dedicated Media]

• 58% of all online spending is done by moms
• Moms make 90% of purchases online (overall population makes 76% of their purchases online)
• 55% of mothers who use social media regularly base their purchase decision on what they read on blogs