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市場調查報告書

美國的千禧父母

Millennial Parents in the U.S.

出版商 Packaged Facts 商品編碼 345824
出版日期 內容資訊 英文 110 Pages
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美國的千禧父母 Millennial Parents in the U.S.
出版日期: 2015年11月11日 內容資訊: 英文 110 Pages
簡介

本報告提供18歲到34歲有孩子的千禧新生代 (千禧父母)相關資料,千禧媽媽(有小孩的千禧新生代女性) 的消費者態度的重點分析,千禧父母帶給市場行銷的影響,有小孩的千禧新生代與沒有小孩的千禧新生代的人口統計及社會概況的根本差異,千禧父母的想法,消費者態度,及媒體利用等相關資料彙整。

第1章 摘要整理

第2章 考察、機會

  • 主要的考察
  • 行銷的影響

第3章 帶給千禧父母影響的社會趨勢

  • 對結婚態度的變化定義千禧新生代
  • 同居後結婚更普遍
  • 許多千禧新生代繼續跟父母同住
  • 千禧新生代受到不景氣後的生育低谷(出生率降低) 推動
  • 千禧媽媽 (千禧新生代母親) 依然承擔許多出生責任
  • 千禧新生代試圖馬上生出下個嬰兒潮

第4章 千禧父母的人口統計簡介

  • 概要
  • 千禧父母的主要人口統計特徵

第5章 千禧父母的想法

  • 社會、政治價值觀
  • 保持工作和家族的平衡
  • 千禧父母怎麼看經濟展望
  • 社會生活和社群媒體

第6章 消費者態度的焦點

  • 購買的未來
  • 消費模式

第7章 媒體利用、行銷

  • 媒體利用的焦點
  • 對西班牙裔系千禧父母的行銷
  • 行銷方法
目錄
Product Code: LA5734004

As they have in so many other parts of their lives, Millennials are rewriting the rules about marriage. When it comes to choosing marriage as a way of life, today's 18- to 34-year-olds-especially women-differ markedly from their predecessors. Millennial women are marrying later than ever before-or not at all. The decline in marriage does not mean that Millennial women are foregoing having children. What is different for Millennial women today compared to their predecessors in previous generations is that more than 40% of Millennial women giving birth are unmarried.

This shift in attitudes toward marriage in general and more specifically as a prerequisite for having children has transformed the living arrangements of the current generation of the more than 20 million 18- to 34-year-olds who are raising children. In 2014 nearly half of 25- to 29-year-old moms either had no spouse or partner or were cohabiting with a partner rather than living with a spouse.

This trend has had an immense impact on the family structure of the children of Millennial parents. It also has profoundly changed the environment of the target audience of marketers of toys, baby foods and other packaged foods, household products, children's clothing and the vast array of other products specifically required to raise children and generally maintain a family.

Millennial Parents in the U.S. analyzes the complex world of Millennial parents and highlights the implications for marketers. One consideration is that the demographic and social profile of Millennial parents differs radically from that of their peers without children. For example, Millennial moms are less urban, less secular, less affluent, and less educated than other women in their age group.

The report shows how the increasingly non-traditional structure of Millennial families with children presents something of a minefield for marketers. Traditional images of a nuclear family may not resonate among Millennial moms because a large percentage of them are single moms. On the other hand, more than 80% of 30- to 34-year-old dads are married and live in a recognizably traditional family environment. Many are part of a relationship where both partners are intent on living out egalitarian views about the roles of moms and dads within a family. These demographic and cultural factors may lead marketers down another kind of non-traditional path that includes dads as well as moms in their marketing appeals.

Scope of the Report

This Packaged Facts report analyzes Millennial, or 18- to 34-year old, parents, with an emphasis on the consumer behavior of Millennial moms. The report focuses on Millennial parents who can be assumed to be present in their children's lives and available to be involved in consumer decisions related to the rearing of their children. The report screens Millennial parents as follows:

  • Census data profiling the living arrangements of Millennial parents focus on Millennial parents with “co-resident” children. The Census Bureau does not break down data related to 15- to 24-year-olds parents with co-resident children. However, only a miniscule percentage of 15- to 17-year-olds are co-resident parents. Packaged Facts estimates that 18- to 24-year-olds (the youngest Millennial age segment) account for 92% of parents in the 15- to -24-year-old age group. Thus, using Census data for 15- to 24-year-olds serves as a robust surrogate for younger Millennial parents.
  • When using Simmons National Consumer Study (NCS) data, Packaged Facts defines a Millennial parent as an 18- to 34-year-old who is a parent and lives in the same household with children under 18 years of age. The report often uses Simmons NCS data to compare Millennial parents with Gen-X parents (those in the 35- to 49-year-old age group) and uses the same screening criteria to define Gen-X parents.

Methodology

The primary source of consumer data in this report is the Simmons NCS for Spring 2015-which was fielded from April 2014 through June 2015. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

Other data sources include the U.S. Census Bureau and a range of surveys and studies published by private research organizations including Pew Research Center, The Hartford, Weber Shandwick/KRC Research and Goldman Sachs. The report is also based upon data collected from a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs, and releases from companies.

Table of Contents

Chapter 1: Executive Summary

  • Scope of the Report
  • Methodology
  • Topline Insights and Opportunities
  • Millennial Families Different from Previous Generations
  • Millennial Parents Reflect Economic and Cultural Divide
  • Vast Demographic Differences Between Parents and Non-Parents
  • Millennial Family Structure Challenges Marketers
  • Millennial Parents Collaborate on Buying Decisions
  • Millennial Parents Depend on Mobile for Brick-and-Mortar Shopping
  • Millennial Moms Are Digital Influencers
  • Traditional Orientation of Hispanic Moms Tests Marketers
  • Marketers Focus on Concerns of Millennial Parents
  • Social Trends Affecting Millennial Parents
  • Shift in Attitudes Toward Marriage Defines Millennial Generation
  • Many Millennials Continue to Live with Their Own Parents
  • Post-Recession Baby Bust May Morph into Next Baby Boom
  • Demographic Profile of Millennial Parents
  • Millennial Moms Far Outnumber Millennial Dads
  • Majority of Older Millennials Are Parents
  • Most Millennial Parents Live with a Partner
  • Many Millennial Moms Are on Their Own
  • Multicultural Moms Increasingly Important Segment
  • Millennial Moms Behind in Educational Attainment
  • Nearly Half of Millennial Moms Work Full-Time
  • Millennial Moms less Affluent than Other Women Their Age
  • The Mindset of Millennial Parents
  • Millennial Parents More Socially Conservative than Others Their Age
  • Consumer Confidence Increases with Parenthood
  • Millennial Moms More Concerned About Conventional Behavior
  • Millennial Parents Look to Digital Media for Social Life
  • Highlights of Consumer Behavior
  • Millennial Moms Share Purchasing Decisions
  • Advertising and Product Placement Succeed with Millennial Moms
  • Millennial Moms Turn to Smartphones Before the Store
  • Sales Attract Millennial Moms
  • Incentive Offers Appeal
  • Online Coupons Attract Millennial Moms
  • Millennial Moms Turn to Smartphones in Stores
  • Millennial Moms Shop Less than Gen-X Moms
  • Credit Card Use Picks Up
  • Marketing to Millennial Parents
  • Millennial Moms Pay More Attention When Watching TV
  • Younger Millennial Moms Still Like Magazines
  • Millennial Moms Less Connected to Online Media than Others Their Age
  • Social Media Matter More to Millennial Mom Consumers
  • Younger Hispanic Moms Look to Their Heritage
  • Hispanic Millennial Moms Less Likely to Prefer English
  • Hispanic Millennial Moms More Traditional than Other Latinas Their Age
  • Younger Hispanic Moms More Engaged with Big-Screen TV

Chapter 2: Insights and Opportunities

  • Topline Insights
  • Millennials Rewrite the Book on Marriage
  • Millennial Families Different from Previous Generations
  • Millennial Parents Reflect Economic and Cultural Divide
  • Millennial Moms Segmented into “Drifters” and “Planners”
  • Table 2-1: Key Demographic Differences between 25- to 29-Year-Old Moms and Other 25- to 29-Year-Old Women by Marital Status, 2015
  • Vast Demographic Differences Between Parents and Non-Parents
  • Table 2-2: Key Demographic and Attitudinal Differences between 25- to 34-Year-Old Moms and Other 25- to 34-Year-Old Women, 2015
  • Marketing Implications
  • Millennial Family Structure Challenges Marketers
  • Single Moms Important
  • Dads Matter Too
  • Millennial Parents Collaborate on Buying Decisions
  • Millennial Parents Depend on Mobile for Brick-and-Mortar Shopping
  • Millennial Moms Are Digital Influencers
  • Traditional Orientation of Hispanic Moms Tests Marketers
  • Marketers Advised to Align with Millennial Parents' Values
  • Marketers Focus on Concerns of Millennial Parents
  • Providing Transparency
  • Getting Real
  • Creating an Authentic Connection
  • Sharing Through Social Media
  • Going All Mobile All the Time
  • Maintaining Tradition
  • Using Humor

Chapter 3: Social Trends Affecting Millennial Parents

  • Shift in Attitudes Toward Marriage Defines Millennial Generation
  • Table 3-1: Marital Status of 18- to 34-Year-Olds, 2014
  • Figure 3-1: Percent of 18- to 24-Year-Olds Who Have Never Married by Gender, 1997 vs. 2014
  • Figure 3-2: Percent of 25- to 34-Year-Olds Who Have Never Married by Gender, 2004 vs. 2014
  • Marriage Comes Later as Cohabiting Becomes More Common
  • Figure 3-3: Median Age at First Marriage for Men and Women, 2005 vs. 2014
  • Table 3-2: Percent of 18- to 34-Year-Olds Living with Spouse or Partner by Age Group, 2004 vs. 2014
  • Many Millennials Continue to Live with Their Own Parents
  • Figure 3-4: Percent of 25- to 34-Year-Olds Living with Parents, 1990-2014
  • Table 3-3: Percent of 25- to 34-Year-Olds Living with Parents or Other
  • Relatives by Age Group, 2004 vs. 2014
  • Millennials Drive Post-Recession Baby Bust
  • Figure 3-5: Percent of 25- to 34-Year-Old Women Who Are Childless by Age Group, Selected Years 1976-2014
  • Table 3-4: Births per Thousand 20- to 34-Year-Old Women by Age Group, 2006-2013
  • Millennial Moms Still Responsible for Most Births
  • Table 3-5: Births in the United States by Age of Mother, 2013 (in thousands)
  • Table 3-6: 20- to 34-Year-Old Women by Number of Children Ever Born by Age Group, 2014
  • Table 3-7: 20- to 34-Year-Old Women by Number of Children Ever Born by Age of Mother, 2014
  • Millennials May Be on Verge of Creating Next Baby Boom

Chapter 4: Demographic Profile of Millennial Parents

  • Overview
  • Millennial Moms Far Outnumber Millennial Dads
  • Table 4-1: Number of Parents with Co-Resident Children by Age Group and Gender, 2014 (in thousands)
  • Majority of Older Millennials Are Parents
  • Figure 4-1: Percent of 15- to 34-Year-Olds Who Are Parents with Co-Resident Children Under 18 by Age Group, 2014
  • Table 4-2: Percent of 15- to 34-Year-Olds Who Are Parents and Have Co-Resident Children under 18 by Age Group and Type of Living Arrangement, 2014
  • Table 4-3: Percent of 15- to 34-Year-Old Women Who Are Parents and Have Co-Resident Children under 18 by Age Group and Type of Living Arrangement, 2014
  • Table 4-4: Percent of 15- to 34-Year-Old Men Who Are Parents and Have Co-Resident Children Under 18 by Age Group and Type of Living Arrangement, 2014
  • Most Millennial Parents Live with a Partner
  • Table 4-5: Living Arrangements of 15- to 34-Year-Old Parents with Co-Resident Children Under 18 by Age Group, 2014
  • Many Millennial Moms Are on Their Own
  • Figure 4-2: Percent of 15- to 34-Year-Old Moms with Co-Resident Children under 18 and with No Partner Present by Age Group, 2014
  • Table 4-6: Living Arrangements of 15- to 34-Year-Old Mothers with Co-Resident Children Under 18 by Age Group, 2014
  • Table 4-7: Living Arrangements of 15- to 34-Year-Old Fathers with Co-Resident Children Under 18 by Age Group, 2014
  • Key Demographic Characteristics of Millennial Parents
  • Multicultural Moms Increasingly Important Segment
  • Figure 4-3: Non-Hispanic Whites as Percent of Births, Selected Years 1990-2013
  • Table 4-8: 18- to 34-Year-Old Parents by Race and Hispanic Origin, Age Group and Gender, 2015
  • Millennial Moms Less Likely to Live in Northeast or Urban Areas
  • Table 4-9: 18- to 34-Year-Old Parents by Region of Residence, Age Group and Gender, 2015
  • Table 4-10: 18- to 34-Year-Old Parents by Place of Residence, Gender and Age Group, 2015
  • Millennial Moms Behind in Educational Attainment
  • Table 4-11: 18- to 34-Year-Old Parents by Educational Attainment, Gender and Age Group, 2015
  • Nearly Half of Millennial Moms Work Full-Time
  • Table 4-12: Employment Status and Future Work Plans of 18- to 34-Year-Old Moms, 2015
  • Table 4-13: Employment Status of 18- to 34-Year-Old Dads by Age Group, 2015
  • Millennial Moms Less Affluent than Other Women Their Age
  • Table 4-14 :18- to 34-Year-Olds by Household Income and Age Group, Parents vs. Non-Parents, 2015
  • Homeownership Picks Up Among Older Millennial Parents
  • Table 4-15: 18- to 34-Year-Olds by Housing Tenure and Age Group, Parents vs. Non-Parents, 2015

Chapter 5: The Mindset of Millennial Parents

  • Social and Political Values
  • Millennial Parents More Conservative Politically than Others Their Age
  • Table 5-1: Political Engagement of 18- to- 34-Year-Olds, Parents vs. Non-Parents by Gender, 2015
  • Table 5-2: Political Engagement of 25- to- 34-Year-Old Parents, 2005 vs. 2015
  • Table 5-3: Political Engagement of 18- to- 49-Year-Old Parents by Age Group, 2015
  • Social Values Also Trend Conservative
  • Table 5-4: Selected Social and Political Attitudes of 18- to- 34-Year-Olds,Parents vs. Non-Parents, 2015
  • Table 5-5: Selected Social and Political Attitudes of 25- to- 34-Year-Old Parents, 2005 vs. 2015
  • Table 5-6: Selected Social and Political Attitudes of 18- to 49-Year-Old Parents by Age Group, 2015
  • Social Values of Millennial Parents Reflect Broad Demographic Patterns
  • Table 5-7: Selected Social and Political Attitudes of 18- to 34-Year-Old Parents by Selected Demographic Variable, 2015
  • Balancing Work and Family
  • Many Millennial Parents Espouse Traditional Roles
  • Figure 5-1: Percent of 18- to- 34-Year-Olds Agreeing “A Woman's Place Is in the Home,” Parents vs. Non-Parents by Gender, 2015
  • Figure 5-2: Percent of 18- to- 49-Year-Old Parents Agreeing “A Woman's
  • Place Is in the Home,” Parents vs. Non-Parents by Gender and Age Group, 2015
  • Two-Earner Households Common
  • Figure 5-3: Percent of Married and Employed 18- to 34-Year-Old Dads with Working Spouse, 2015
  • Most Millennial Moms Are Working Moms
  • Figure 5-4: Percent of 18- to 34-Year-Old Moms Employed by Type of Employment, 2015
  • Millennial Parents Driven to Succeed
  • Table 5-8: Attitudes Toward Work and Money of 18- to 49-Year-Old Working Moms by Age Group, 2015
  • Table 5-9: Attitudes toward Work and Family of 18- to 49-Year-Old Dads by Age Group, 2015
  • Figure 5-5: Percent of 18- to 49-Year-Old Working Moms and Dads Ranking Above Average on Work-Centered Scale by Age Group, 2015
  • Millennial Parents Struggle to Change Traditional Family Roles
  • Millennial Dads Lead Way with Paternity Leave
  • How Millennial Parents View Their Economic Prospects
  • Millennials Exude More Confidence Even in Bad Times
  • Figure 5-6: Percent of Highly Confident Consumers by Age Group, 2004-2015
  • Consumer Confidence Increases with Parenthood
  • Table 5-10: Measures of Consumer Confidence of 18- to- 34-Year-Olds, Parents vs. Non-Parents, 2015
  • Millennial Moms Have More Faith in the Future than Gen-X Moms
  • Figure 5-7: Percent of Moms and Dads Ranking Above Average on Consumer Confidence Scale, 2015
  • Social Life and Social Media
  • Millennial Moms More Concerned About Conventional Behavior
  • Table 5-11: Attitudes Toward Behavior, 18- to- 34-Year-Old Parents vs. Non-Parents, 2015
  • Millennial Moms Are Influencers
  • Table 5-12: Attitudes Toward Setting Trends and Influencing Others, 18- to-34-Year-Old Parents vs. Non-Parents, 2015
  • Millennial Parents Look to Digital Media for Social Life
  • Figure 5-8: Percent of 18- to 49-Year-Old Parents Visiting Social Networking Sites Three or More Times per Day, 2015
  • Table 5-13: Use of Social Media,18- to- 34-Year-Old Parents vs. Non-Parents, 2015

Chapter 6: Highlights of Consumer Behavior

  • The Path to Purchase
  • Millennial Moms Share Purchasing Decisions
  • Table 6-1: Living Arrangements of 15- to 49-Year-Old Mothers with Co- Resident Children Under 18 by Age Group, 2014
  • Table 6-2: Percent of Purchasing Decisions Made Jointly with Spouse/Partner by 18- to 49-Year-Old Moms by Age Group and Category of Purchase, 2015 (percent of those making purchase in category in last 12 months)
  • Advertising Succeeds with Millennial Moms
  • Figure 6-1: Percent Agreeing “Advertising Helps Me Choose Products for My Kids,” 18- to 49-Year-Old Moms by Age Group, 2015
  • Product Placement Succeeds
  • Figure 6-2: Percent Agreeing “When I'm in a Store or Online and I See a Brand Name Product I Recognize from a TV Show, I'm More Likely to Buy
  • It Than Its Competitor,” 18- to 49-Year-Old Moms by Age Group, 2015
  • Millennial Moms More Receptive to Smartphone Ads
  • Figure 6-3: Percent Agreeing “I Am More Likely to Purchase Products I See Advertised on My Cellphone,” 18- to 49-Year-Old Moms by Age Group, 2015
  • Millennial Moms Turn to Smartphones Before the Store
  • Table 6-3: Use of Mobile/Handheld Devices to Prepare for Shopping Trips in Last 30 Days by 18- to 49-Year Old Moms by Age Group, 2015
  • In-Store Merchandising Activities Less Likely to Work with Millennial Moms
  • Table 6-4: In-Store Merchandising Activities Referred to by 18- to 49-Year- Old Moms by Age Group, 2015
  • Shopping Patterns
  • Sales Disproportionately Attract Millennial Moms
  • Table 6-5: Price Sensitivity of 18- to 49-Year-Old Moms by Age Group, 2015
  • Incentive Offers Appeal to Millennial Moms
  • Table 6-6: Use of Incentive Offers by 18- to 49-Year-Old Moms by Age Group, 2015
  • Millennial Moms Drawn to Online Coupons
  • Table 6-7: Use of Online Coupons by 18- to 49-Year-Old Moms by Age Group, 2015
  • Table 6-8: Use of Coupons by 18- to 49-Year-Old Moms by Age Group, 2015
  • Millennial Moms Less Interested than Gen-X Moms in Loyalty Cards
  • Figure 6-4: Percent of 18- to 49-Year-Old Moms Using Shopper
  • Reward/Loyalty/Discount Cards in Last Four Weeks by Age Group, 2015
  • Millennial Moms Turn to Smartphones in Stores
  • Table 6-9: Attitudes of 18- to 49-Year-Old Moms toward Use of the Internet and Cellphones as In-Store Shopping Tools by Age Group, 2015
  • Millennial Moms Shop Less than Gen-X Moms
  • Table 6-10: Brick-and-Mortar Shopping by 18- to 49-Year-Old Moms by Retail Category and Age Group, 2015
  • Table 6-11: Frequency of Online Shopping by 18- to 49-Year-Old Moms by Age Group, 2015
  • Credit Card Use Picks Up
  • Table 6-12: Payment Methods of 18- to 49-Year-Old Moms by Age Group, 2015
  • Figure 6-5: Percent of 18- to 49-Year-Old Moms Paying Bills with Smartphone by Age Group, 2015

Chapter 7: Media Usage and Marketing

  • Highlights of Media Usage
  • Millennial Moms Pay More Attention When Watching TV
  • Table 7-1: Activities of 18- to 49-Year Old Moms While Watching TV, 2015
  • Younger Millennial Moms Still Like Magazines
  • Table 7-2: Attitudes of 18- to 49-Year Old Moms Toward Magazines, 2015
  • Millennial Moms Less Connected to Online Media than Others Their Age
  • Table 7-3: Use of Online Media by 18- to 49-Year Old Moms in Last 30 Days by Age Group, 2015
  • Smartphones and Tablets Key Media Platforms
  • Table 7-4: Media Usage of Mobile/Handheld Device in Last 30 Days by 18- to 49-Year Old Moms by Type of Media and Age Group, 2015
  • Social Media Matter More to Millennial Moms
  • Table 7-5: Impact of Social Media on 18- to 49-Year-Old Moms by Age Group, 2015
  • Marketing to Hispanic Millennial Moms
  • Younger Hispanic Moms Look to Their Heritage
  • Table 7-6: Nativity and Cultural Identification of Hispanic Moms by Age Group, 2015
  • Hispanic Millennial Moms Less Likely to Prefer English
  • Table 7-7: Percent of Hispanic Moms Preferring English Language by Age Group, 2015
  • Hispanic Millennial Moms More Traditional than Other Latinas Their Age
  • Table 7-8: Measures of Acculturation of Hispanic Moms by Age Group, 2015
  • Younger Hispanic Moms More Engaged with Big-Screen TV
  • Figure 7-1: Percent of Hispanic and Non-Hispanic Millennial Moms Who Agree “I Typically Avoid Watching TV Commercials,” 2015
  • Figure 7-2: Percent of Hispanic and Non-Hispanic Millennial Moms Who
  • Download or Stream TV Programs, 2015
  • Marketing Approaches
  • Fisher-Price Goes Digital to Target Millennial Moms
  • Fisher Price Appeals to Moms with Humor
  • Fisher-Price Invites Moms to “Make Your Baby Royal”
  • Illustration
  • Fisher Price Royal Birthday Bash
  • Nestlé Partners with BabyCenter to Reach Latina Millennial Moms
  • Illustration
  • Nestlé NIDO
  • Procter & Gamble Caters to Millennial Parents
  • Illustration
  • Dreft “Amazing Baby Days” App
  • Chuck E. Cheese Looks to Millennial Moms
  • Vicks Unveils Thermometer for Millennial Moms
  • Illustration
  • Vicks SmartTemp Thermometer
  • Barbie Targets Young Parents with New Campaign
  • Illustration
  • Barbie's “You Can Be Anything” Campaign
  • Juicy Juice Makeover Designed to Please Moms
  • Aflac Looks to Expand Reach with Millennial Moms
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