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BizReport : Research : October 14, 2014

Study: Millennial moms interested in health, beauty, comfort

Turns out Millennial moms may be less like their non-kid counterparts and more like both Gen-X and Baby Boomer counterparts than we thought. New data out from Exponential Insights sheds like on just what Millennial moms want.

by Kristina Knight

There is a new study out from Exponential Insights which indicates Millennial moms may be more unique in their mom-behaviors than originally thought. Pinterest, Facebook, the Gap, some favorite places for women of all ages, but Exponential's research shows Millennial moms are more likely to be crafty or DIY minded as well as more health conscious.

Some interesting takeaways from the Exponential report include:

• Millennial moms are 11% more likely to show interest in DIY projects than their Millennial friends without kids
• Working Millennial moms are 9 times as likely to show interest in beauty brands and products than their stay-at-home Millennial counterparts
• Corporte working moms are more likely to show interest in fitness/health than stay-at-home moms

We can break down the working moms vs. stay-at-home moms even farther. The research shows Hispanic Millennial moms are 8 times as likely to be interesting in clothing and 7 times as likely to be interested in dieting than 'general market' moms.

"Marketers are now challenged to evolve their thinking. Millennials are growing up and having families, and in doing so, have shed some of the stereotypes we've relied on to understand them. The Millennial Mom, with her increasing purchase power and influence on modern culture, is a consumer marketers can't afford to miss," said Bryan Melmed, vice president of insights services, Exponential. "By analyzing audience data across our network, we've developed a comprehensive view of Millennials, and specifically Millennial Moms, for our clients. Millennials are a notoriously challenging group to understand. This insight gives our partners the opportunity to shape their brand engagement campaigns and apply our data to their specific vertical for maximum results."

Image via Shutterstock

Tags: demographic research, ecommerce, Exponential Insights, Millennial Mom trends, millennial trends

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