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BizReport : Research archives : September 03, 2010

Study: Kids change how women think, react

When it comes to targeting women, children may be the deciding factor. According to new study from Ipsos OTX, affluent women who have children act and react differently to nearly everything. According to researchers, women with children have different priorities, are more likely to sacrifice something for a child and have different ideas of the type of lifestyle they want.

by Kristina Knight

The study, "Affluent Mothers of Young Children", found that affluent women without children were more likely to consume more, have more lavish lifestyles and the behave in an 'affluent' manner. For the purposes of the study 'affluent women' were identified as female heads of households earning more than $100,000 per year. The women study, with and without children, were between ages 18 and 54.

Here are a few findings from the report:

• Women without children plan to renovate/remodel their home (41%), travel (37%) and invest (26%)
• Women with children: Only 37% are planning renovations, only 27% plan to travel and only 21% plan to invest
• Women without children are more likely to visit art galleries, attend artistic events such as the opera and fashion shows
• Women with children are more likely to be found at a child's recital or visiting a museum

Women with children, however, are more likely to have multiple big ticket items such as high-end television sets, smartphones, tablet computers and PCs. They are more likely to often visit movie theatres, sporting events and dance/ballet performances and are likely to have at least two vehicles.

Researchers also found that moms-with-kids are more likely to time shift television viewing so they can fast forward through commercials, to watch children's programming, read children's books as well as fashion and beauty magazines and to visit mom-focused websites during their 'down time'.

Tags: demographic advertising, female demographics, females, Ipsos OTX, women advertising

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