Study examines attitudes, concerns of moms on economy, technology, aspirations

(January 23, 2009) A new study by BSM Media, a South Florida-based firm specializing in marketing to moms, examined the behaviors, values and habits of mothers across racial lines in a new study. The research shows that while all mothers are battling with the growing concerns facing our nation, such as education and saving for the future, a mom’s coping strategies and motivations are tied into her culture and ethnic background.  

African American, Caucasian, and Hispanic mothers across the country responded to the online survey, on topics such as dreams for their children and favorite indulgences.

The survey was conducted in January 2009 via online invitation. An ending sample of over 1,400 Moms with children under 18 living at home completed the online questionnaire. About 250 (about 20%) were African Americans, while  Hispanics made up about 5% of respondents.

The research was conducted in partnership with several prominent mom bloggers in the African American community: Jennifer James, editor of Mommy Too! Magazine (www.mommytoomag.com), Melanie Sheridan from Mel, A Dramatic Mommy (www.meladramaticmommy.com), Kimberly Coleman from Mom in the City (www.mominthecity.com/), and Michele Dortch, The Integrated Mother (www.integratedmother.com). For more information, or full research results, contact amy@bsmmedia.com.


Concerns and Challenges
The majority of all African American, Caucasian and Hispanic mothers listed education and health care as their primary concerns as a mother. In addition, the majority of African American moms (54%) listed crime as a source of anxiety, while Caucasian moms said financial security was among their top concerns. Hispanic moms (67%) responded that employment was another top concern.

When asked about their top three challenges as a mother, saving for the future and the rising cost of food topped lists across all respondents. Caucasian moms named managing the desires of their children for material things as a challenge (45%), African American moms are battling with affordable housing (35%) and Hispanic moms are feeling challenged by the need for steady income (56%).

The Role of Religion and Parental Aspirations
African American moms are more likely to turn to clergy for support (60%) than Caucasian moms (41%) and Hispanic moms (26%). Other popular support outlets among both races included spouses, parents and other moms.

When asked about their dreams for their children, a deep religious commitment was tied with a good education for the top response among African American moms. The most popular choices among Caucasian moms included a happy adult life and financial security. The top responses from Hispanic moms were good education and a healthy life.

Technology Habits
The majority of all respondents (85%) turn to the Internet first when looking for product recommendations and other mom-related parenting advice.

The Internet was also the top answer among all races, when asked which piece of technology they couldn’t live without. The cell phone came in a close second for Hispanic moms (30%).

While online, African American mothers are more likely to read articles (68%) and experience music (45%). Caucasian mothers are likely to frequent social networks (45%) and message boards (43%). Blogs were the top choice among Hispanic Moms (55%) followed by social networks (42%).

Blogs are popular among all respondents, with 58% naming the media among their favorite forms of content online.

News and Current Events
Moms of all three races are more likely to tune into news that has a local or economic impact.

African American moms are interested in political stories (54%) while Caucasian moms are more likely to follow celebrity and entertainment news (44%).

Free Time and Indulgences
When an African American mom catches a rare free moment, she is most likely to read (77%), Caucasian moms are most likely to surf the Internet (77%) and Hispanic moms enjoy spending time with their spouses (78%).

When asked about their ultimate indulgences, Caucasian moms listed a rich dessert (48%) and a fine bottle of wine (40%) among their top treats. African American moms would rather indulge by sleeping late (60%) or getting away for the weekend (35%). Hispanic moms choose to treat themselves with spa treatments (50%) or long, hot baths (50%).
 
Economic Impacts
Although the majority of all moms have made household adjustments to cope with the family crisis, African American moms are more likely to delay major purchases (57%) and avoid stores to reduce shopping (54%)

Caucasian moms are coping by using coupons and discount codes (73%) and driving fewer places to conserve gas (62%).

The most popular coping strategy among Hispanic moms is also using coupons (80%) but delaying major purchases is also common (68%).

Advertising and Marketing
When viewing advertisements, the majority of all respondents notice the product first, rather than the ad’s message.

Overall, Caucasian and Hispanic moms think marketers are doing a better job in speaking to them than African American moms.


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