BabyCenter® Releases Its 2013 Top 10 Mom Trends for Marketers

From Mobile Devices and Social Media Behaviors to New Health and Beauty Habits, Moms Are Driving and Shaping Our Modern World

Dec 18, 2013, 09:00 ET from BabyCenter

SAN FRANCISCO, Dec. 18, 2013 /PRNewswire/ -- BabyCenter®, the #1 pregnancy and parenting mobile and web destination worldwide, today released highlights from BabyCenter's 21st Century Mom® Insights Series, identifying 2013's top 10 mom trends for marketers.

"Our research shows again and again that moms are a leading indicator of broader consumer trends. As Mom goes, so goes the nation. Marketers who keep a close eye on moms' attitudes and behaviors are rewarded with brand growth and customer loyalty," says Mike Fogarty, SVP and Global Publisher at BabyCenter. "Moms are driving social media trends, leading smartphone usage, taking charge of their families' shopping, and more. If 2014 is anything like 2013, we expect it to be full of continued, explosive growth."

BabyCenter's Top 10 Trends of 2013:

  1. Moms want help to "do it all" – Moms spend an additional 10 hours of their day on parenting responsibilities, so there's no doubt that a woman's priorities shift after becoming a mom. With seemingly less time to get things done, 62% of moms with kids age 5 to 8 say they want more tips on how to "do it all." (Moms With Older Kids)
  2. Mom's mobile device is an essential tool, not a recreational gadget – 81% of moms use mobile devices to manage their day, which represents an increase of 21% in two years. With so much mobile access, email is still huge for her. 70% of moms say email is their first go-to in the morning – before Facebook or text – and 20% of moms use email hourly for the rest of the day. (Mobile Mom Report)
  3. Mobile technology is getting between Mom and her kids – While smartphone usage continues to explode (87% of moms are using smartphones, an increase of 34% since 2012), and moms' tablet usage has doubled from 29% in 2012 to more than 60% in 2013, it's not all good news. Even though moms report conveniences from their mobile devices, a third say it actually distracts them from their parenting duties, an increase of 75% since 2011. BabyCenter's research also indicates a slight case of "nomophobia" among moms: 69% love their mobile phones and 46% say they are addicted. (Mobile Mom Report)
  4. Moms are the heaviest social media users – Moms aren't using social media in spite of their busy schedule; they're using it because they're so busy. Social channels allow moms to research, shop, connect, and be more efficient than ever before. 91% use social media regularly – over 20% more than the general population. 60% feel closer to friends who post regularly, and 22% of moms say that if friends or family don't participate in social media, they are not as much a part of their lives. (Social Mom Report)
  5. Looking good is key, but how moms get gorgeous has changed – 37% of women say they are amazed by how their body changed after having kids. Even though most women start feeling like their old selves six to 12 months after childbirth, only 35% of moms find time for a basic beauty routine and 73% say simple beauty products are a luxury. New moms explore new products based on price (91%), ease of use (83%), and effectiveness (78%). (Motherhood Is Beautiful Report)
  6. Becoming a mother is a wake-up call about health – 72% of moms are aware of ingredients in their food and 52% prefer organic. Expectant and new moms have a stronger focus on health: They are 122% more likely to take vitamins, 102% more likely to go to a healthcare provider (HCP) for a checkup, and 96% more likely to eat well. (Dr. Mom Report)
  7. mHealth is booming – Today's mom is more informed – and overwhelmed – about health and wellness. Since 2011, 54% more moms use their mobile devices for health-related activities. While moms turn mostly to expert health information sites for this info, they also check in with other parents on parenting websites (37%) and on social media (20%). Yet even with so many trusted sources of information, 56% of moms report feeling overwhelmed by the responsibility of being "on call" 24/7. (Dr. Mom Report)
  8. Moms appreciate geo-targeted ads – 95% of moms use their smartphone while shopping in-store and 23% of moms told BabyCenter they appreciate when a mobile ad geo-targets them with an offer for a deal near their current location. 53% feel the most appealing feature of mobile shopping is the digital coupon, and 25% will click on an ad just to get a coupon. (Mobile Mom Report)
  9. In-store experiences absolutely matter – Showrooming is a very real trend and an opportunity to win Mom over. 65% of moms are looking for helpful salespeople in-store, and 50% appreciate late hours so they can shop at night when the kids are in bed. 51% would like changing tables in the restrooms. (Shopping Rituals Report
  10. Today's dad looks a lot like Mom – 2013 was the year of equal parenting. Four out of 5 dads consider themselves involved fathers who do at least half the childcare, 47% of dads say increased involvement in their kids' lives is the new norm, and 9 out of 10 say they're involved because it's important to them and they enjoy it. However, 34 percent of dads feel they do not receive the respect they deserve, particularly in the media, but they always notice the brands that give it to them. (2013 Dad Report)

For more information on BabyCenter's 21st Century Mom® Insights Series, please visit

About BabyCenter® LLC
BabyCenter® is the voice of the 21st Century Mom® and modern motherhood. It's the #1 pregnancy and parenting digital destination worldwide, reaching more than 36 million moms monthly in 11 languages across 14 owned and operated digital properties from Australia to India to China. In the United States, 7 in 10 babies born last year were BabyCenter babies. BabyCenter is the world's partner in parenting, providing moms everywhere with trusted advice from hundreds of experts around the globe, friendship with other moms like them, and support that's remarkably right at every stage of their child's development. BabyCenter is a member of the Johnson & Johnson family of companies.

BabyCenter is an insights engine, providing the world's largest marketers and institutions with proprietary research and a direct line to highly engaged moms via its industry-leading 21st Century Mom™ Panel, the largest in the United States. BabyCenter also continues to speak to the 21st Century Mom™ at various stages of parenting to educate marketers and communicators, enabling them to better understand moms on a wide range of topics including social media, mobile use, shopping, and other key areas.

SOURCE BabyCenter