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Are You Connecting with Millennial Moms?

Posted on 2.15.2015

Millennial moms are expected to spend $200 billion annually by 2017 and $10 trillion within their lifetimes (according to a 2014 report from Exponential Advertising Intelligence).

With such massive buying power, it’s essential that companies understand how to reach these important consumers and how best to convince them to make a purchase.

The Interactive Advertising Bureau (IAB) and BabyCenter have recently released the results of their latest study, titled “2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms,” which aims to help marketers understand how millennial moms access and leverage the Internet.

The report details the technology and media behaviors of millennial moms between the ages 18-32 in the U.S., Brazil, Canada, China and the UK. One of the most interesting findings from the study was that in the U.S., for the first time, millennial moms’ ownership of smartphones outpaces their ownership of laptops and desktop computers. Another interesting finding from the survey was the massive rise in millennial moms’ smartphone ownership when compared to just three years ago.


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For example, in 2012, 59 percent of millennial moms in Canada owned smartphones whereas 94 percent own smartphones today. Furthermore, in the U.S., 65 percent of millennial moms owned smartphones in 2012 whereas 90 percent own smartphones today.

Other findings from the survey include what marketing messages appeal most to millennial moms in each country as well as how moms spend time consuming media.

“Moms have traditionally been a primary target for a multitude of marketers, and now it’s clear that the primary way to reach them is through mobile,” said Anna Bager, senior vice president, Mobile and Video, IAB. “We are seeing smartphones as central to moms’ media experiences around the world. And, with millennials making up the majority of new moms, brands and agencies need to think of this valuable demographic as tech-savvy and mobile-first, if they want to earn their interest and loyalty.”

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