McCann Truth Central Unveils The Truth About Moms

NEW YORK, July 18, 2012 /PRNewswire/ -- Welcome to The Age of the 'Mom Economy,' where smart moms are conquering the world of technology. Over two-thirds of moms are tech-fluent, super-influencers who are expertly trading in the currencies of advice and ideas. Today's moms are also a major force in realigning the goals of the next generation to focus on happiness rather than riches and success, according to a rigorous quantitative and qualitative new global research study by McCann Truth Central*.

Moms & Technology

"Although we often look at moms in emotional terms," said Daryl Lee, Chief Strategy Officer, McCann Erickson, "indeed they are smart economic agents who use technology in ways that push boundaries. In countries like China, for instance, where reliable referrals are limited, mom bloggers are banding together to find the truth. To earn their attention, brands need to earn their respect."  Among the study's findings:

• Blogs are a foundation of The Mom Economy, where knowledge and expertise have become vital currency. Nearly 40% of online Moms around the world say they write a blog; in China, where moms regard Weibo as blogging, it's 86%.
• How important is technology to moms?
  • 67% believe technology helps them to be better mothers – in emerging markets we see this rise to 91% in China and 90% in India;
  • 49% of married moms would give up their engagement ring before their personal technology.

Said one mom in Brazil: "Since we don't have the family support they had in the past, technology helps the mothers who are alone. Technology is a friend!"

Moms & Happiness

"The global economic battering and corporate scandals of the past few years seem to have contributed to a shift in the goals moms have for their children," said Laura Simpson, Global Director of McCann Truth Central. "Whereas mothers have long been hyper-focused on the material success of their children, today moms, from the U.S. to China to Mexico, appear to be unified by one simple value: They want to raise happy kids."  Among the study's findings:

• 83% of moms rank happiness for their children above success and riches;
• 65% of today's moms are rejecting the myth of the perfect "supermom";
• 71% of moms want their kids to know the "real me" warts and all.

Said a Mom in Japan: "I want my son to be proud of my attitude of not being afraid of making mistakes."

*About the Truth About Moms -- Methodology

The Truth About Moms, the latest in a series is global research studies, was written with the objective of providing brands with strategies to engage modern, tech-savvy, multitasking moms. The study is based on an online quantitative survey of 6800 online moms conducted in the UK, the US, Italy, Japan, Brazil, China, India and Mexico. In addition it contains insights from over 40 focus groups conducted in all the above markets plus Indonesia, Malaysia, Peru, Singapore, Taiwan and Thailand. The study is divided into 4 chapters: The Mom Economy; Google Plus Grandma; Happy Together; The Triathamom.

About McCann Truth Central

McCann Truth Central is McCann Erickson's global intelligence unit, with representation in over 100 countries around the world and dedicated to discovering the truths that illuminate the world and help brands make their mark in it. For more about Truth Central or to access Truth About Moms and previous Truth Studies, visit: http://truthcentral.mccann.com/truth-studies/

About McCann Erickson

McCann Erickson operates in more than 115 countries and boasts a client roster that includes preeminent global marketers and many of the world's most famous brands. The agency is a unit of McCann Worldgroup, a leading global marketing solutions network, comprised of a collaborative roster of best-in-class agencies that emphasize creativity, innovation and performance.

SOURCE McCann Erickson