African American and Caucasian Moms Differ on Battling a Down Economy, Aspirations for their Children and Parental Challenges
When it comes to motherhood, nothing is black and white. As we usher in the historic inauguration of our first African American President, BSM Media examines the behaviors, values and habits of mothers across racial lines. Our research shows that while all mothers are battling with the growing concerns facing our nation, such as education and saving for the future, some of a mother’s coping strategies and motivations are tied to her culture and ethnic background.
“Moms share universal concern for their children, community and family,” says Maria Bailey, CEO of BSM Media and author of the recently released book “Mom 3.0: Marketing With Today’s Mothers by Leveraging New Media and Technology. “It is clear, however, that the way she reacts to the economy, rising food costs and the dreams she has for her children is impacted by her personal experiences, upbringing and ethnic background.”
BSM Media partnered with several prominent African American mom bloggers to field this research: Jennifer James, editor of Mommy Too! Magazine (www.mommytoomag.com), Melanie Sheridan from Mel, A Dramatic Mommy (www.meladramaticmommy.com), Kimberly Coleman from Mom in the City (www.mominthecity.com/), and Michele Dortch, The Integrated Mother (www.integratedmother.com).
“Identifying the specific needs of African American Moms is timely,” said Melanie Sheridan from Mel, A Dramatic Mommy,www.meladramaticmommy.com. “Companies and media need to be more culturally aware and prepared for the expanded audiences recent historic events may bring their way.”
Key Findings of the study include:
“It takes a lot of time and concerted effort to use coupons effectively and save significant sums of money, and time is something that many African American moms don’t have”, says Jennifer James, editor of Mommy Too! Magazine (www.mommytoomag.com), “In addition, many of the manufacturer coupons found in the Sunday newspaper are not found in the retail locations in urban communities and if they are, many African American moms opt to purchase lower cost generic brands which usually don’t issue coupons.”
“For many of us, our faith has sustained us.” says Kimberly Coleman of Mom in the City, www.mominthecity.com, in response to the importance of religion in the African American community.
“The results of BSM’s research confirm one very important fact – we may share a common bond as mothers, but each of us brings a unique approach to motherhood that must be recognized,” says Michele Dortch of The Integrated Mother. “I’m excited that Maria has pioneered this research that addresses the diversity found among mothers.”
About the Survey
The survey was conducted in January 2009 via online invitation. An ending sample of over 1,400 Moms with children under 18 living at home completed the online questionnaire. For more information, or full research results, contact Amy@bsmmedia.com.
The research explored other topics from personal indulgences to technology usage.
News and Current Events
Free Time and Indulgences
Advertising and Marketing
Are trying to reach Multicultural Moms? BSM Media can help. Contact Natalie atNZupo@bsmmedia.com and watch out for more information on our Spring Multicultural Mommy Blogger Monologues!
Great information just released from the Marketing to Moms Coalition!
Moms use the Internet Three Hours a Day and Report
Spending More Time Online than their Kids
Move over, Junior, Mom needs to check her email. In a study released on the eve of the annual International Consumer Electronics Show, American mothers revealed some surprising technology habits, including the fact that moms of school-age kids use the Internet more than their children do.
These moms report that they’re on the Internet for three hours a day, while their children are logged on for two.
“Mothers, now more than ever, are using technology like video, blogs and wireless devices to multi-task through their busy days,” says Maria Bailey, industry exert and author of the book, Mom 3.0: Marketing with Today’s Mothers by Leveraging New Media & Technology. “2009 stands to produce a record number of tech-savvy mothers bridging devices together to create everyday solutions.”
The new report from the Marketing to Moms Coalition, a not-for-profit industry association that studies the habits and purchasing patterns of mothers, provides a glimpse into the relationship between the most powerful consumer-spending group in America, and the consumer electronics industry.
The study includes findings such as:
The top 10 activities for moms online are as follows:
About the Survey
The survey was comprised of a nationally representative sample of American Moms contacted between June and July 2008, via an online invitation. The sample was balanced on region, household size, population density, income and ethnicity. An ending sample of 1,033 Moms with children under 18 living at home completed the online questionnaire. The research firm Insight to Action analyzed results.
About The Marketing to Moms Coalition
The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America’s most powerful consumers. A not-for-profit organization, the group’s goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at www.marketingtomomscoalition.org.The founders of the coalition are Maria Bailey, CEO of BSM Media; Bridget Brennan, CEO of Female Factor; Michal Clements, Managing Partner, Insight to Action; Amy Colton, Senior Vice President, Current Marketing; and Teri Lucie Thompson, Chief Marketing Officer, Purdue University.