Moms on the Future

As a nation, we are quickly approaching Election Day and therefore thinking about change.  With thoughts of change come questions about the future and what it will bring, especially for our children.  With recent current events and a particularly harsh political cycle, we are reminded of the turbulent and scary world we live in. However, despite the negative headlines moms’ outlook for the future is surprisingly bright.

According to “Moms on the Future,” a new study from The Research Moms at Edison Research, 77% of moms have a positive outlook about the future world their children will live in. They don’t view the world as harshly as one would expect. In fact, moms are optimists, believing that good things are to come. Most moms surveyed, 60%, believe their children will have a better adult life than they have themselves.  Furthermore, more than 4 in 5 moms believe their children will have a fair opportunity to achieve the life they hope for.

positive-outlook

Not only do they see their children as having the opportunity, but moms also believe their children will be prepared to make a mark on the world.  The education, skills and experience needed for success will be with their children, according to almost all moms surveyed.

skills-to-succeed

While moms show their optimistic side, believing in promise and opportunity, they do not have their heads in the clouds.  Moms are futurists and because they have to, they are always thinking about what’s coming next.  They watch and predict where their children will succeed and where they may stumble.  Moms see the future realistically and they acknowledge that life will continue to be challenging, especially when addressing the economics of education.

A college education for their children is highly valued.  The vast majority, 83% of moms said it is important that their children pursue a college education.  Among the moms in the sample who had a college education themselves, the value is even greater, with 90% saying it is important.

As important as it is to them, the cost of higher education does not go unnoticed by moms.  Not only do 82% of moms fear not having enough money to afford college for their children, nearly 40% said they fear this a lot.  The big price tag is daunting for moms and many have already begun saving.  Just under 60% of moms have money specifically saved for their children’s college education.

savings-for-college

Moms are usually their children’s biggest fan but when it comes to taking care of herself, mom is not quite the same cheerleader.  Raising children is not an easy job and they have many needs that take precedence over a mom’s.   As altruists, moms put the needs of their loved ones before their own.  This is evidenced in how moms actually plan for their own future. Fewer than 2 in 5 moms have a last will and testament, while about only half have a guardianship plan in place.  Looking at it from the reverse, that means half of moms don’t have a plan in place for someone to care for their children if they are no longer able.

will-guardianship-life-insurance

Less than one-third of moms surveyed are on pace to retire as they hope.  Moms who are 45-64 years old index even lower, with only 24% of them saying they are on pace.  A number of factors could contribute to this, such as having college age kids, which means more savings for college and less for retirement.  It could also be that this age group is closer to the actual age of retirement and they are more conscious of being behind pace.  No matter the reason, it isn’t surprising that most moms don’t feel on pace to retire because of the high costs of raising a family.

retire-on-pace

The fact that they aren’t on pace for retirement is on the radar for moms, with 86% of moms saying they fear not having enough money saved for retirement.  Digging deeper we see 41% of moms actually fear this a lot.  This illustrates a classic example of having the want and the need but not necessarily the means.  Moms want to be able to save as much as they can but with so many other expenses, the retirement fund gets pushed to the back burner.

Looking closely at how moms view the future for themselves and their children, the themes of optimism, futurism and altruism are apparent.  Mom the optimist is the believer in her children, the biggest fan who sees promise.  Mom the futurist is watching her children for any missteps yet all the while preparing for future greatness.  Mom the altruist is at every practice and competition sacrificing her own time and needs.

Messages to moms should appeal to their optimistic side and let them believe in the good that is to come instead of pointing out the everyday chaos that they are all too aware of.  To play to moms’ futurist role, acknowledge the work efforts that are put in for their children’s future:  the planning, the saving and the encouragement.  Finally, for mom as the altruist, give tools and reminders to allow her to prioritize her health, retirement and happiness.

Click here for the full Moms on the Future report (PDF).

Click here to view the full animated presentation in CustomShow.

About the study:

The Research Moms conducted a national online survey of 520 mothers who were age 18-64 and had children age 21 or younger.

About the Research Moms

The Research Moms are Edison Research’s team of experienced researchers who also happen to be moms.  Combining a solid platform of market research with real life insight, they are a unique resource for analyzing habits, behaviors and trends among moms.

marketplace-edison research poll: Americans’ Economic Anxiety Has Reached a New High on the Eve of the Election

American Public Media’s Marketplace has partnered with Edison Research to conduct a research study to develop the Economic Anxiety Index. Read more about the survey and the latest and final wave of results here.

New Study: Moms in America Are Optimistic

New Edison Research Study, “Moms on the Future,” To Showcase With Live Webinar, October 13

Even in a year awash with negative headlines, more than three quarters of moms in the U.S. have a positive outlook for the world their children will live in.

That’s one of the key findings of a new study from The Research Moms at Edison Research. The full study, “Moms on the Future,” will debut live at the Marketing to Moms conference in NYC.  The Research Moms are also hosting a live, free Webinar October 13th at 2 p.m. to present this exciting new data to the general public.

In the new study: when asked to imagine the lives of their children as adults, 60% of moms feel their children’s lives will be better than theirs.

84% of moms think their children have a fair opportunity to achieve the life they hope for.

“Moms on the Future” is a study of more than 500 adult women who are the parent  or guardian of children age 21 or younger. The study views moms’ hopes for and concerns about the future through questions about financial planning, the relevance and value of a college education, and many other measures.

“Moms on the Future” promises to be as influential and widely quoted as Edison Research’s recent studies on radio, digital media usage, and podcasting. Registration for “Moms on the Future” is free on a first-come, first-served basis.

To register for the webinar, click here.

 

About The Research Moms

The Research Moms is Edison Research’s team of experienced researchers who also happen to be moms.  Combining a solid platform of market research with real life insight, they are a unique resource for analyzing habits, behaviors and trends among moms. Visit www.researchmoms.com for more.

About Edison Research

Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

Black, White and Blue: A Spotlight on Race in America

For Immediate Release

As part of Radio One, Inc.’s efforts to understand the influence of the incidents involving police that occurred in the early summer of 2016, the companies of Radio One, including TV One, Interactive One, Reach Media and One Solution engaged Edison Research of Somerville, NJ to conduct a survey to measure attitudes and opinions about these events and the state of racial relations in America.  Click here to download the full report.

How the study was conducted:
The Radio One-Edison Research National Survey is a national online survey of Americans ages 18 years and older.  The interviews were conducted from July 15th – 18th, 2016. A total of 1,505 interviews were conducted, with an oversample of 200 Black Americans to allow for in-depth analysis of that group. The sample for the online survey was provided by Survey Sampling International (SSI).  The data was weighted to match the most recent United States population estimates from the U.S. Census Bureau for age, gender, race, income, education and region of the country.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Radio One, Inc.:
Radio One, Inc. (radio-one.com), together with its subsidiaries, is a diversified media company that primarily targets African-American and urban consumers. It is one of the nation’s largest radio broadcasting companies, currently owning and/or operating 56 stations in 16 urban markets in the United States. Through its controlling interest in Reach Media, Inc. (blackamericaweb.com), the Company also operates syndicated programming including the Tom Joyner Morning Show, the Russ Parr Morning Show, the Rickey Smiley Morning Show, Get up Morning! with Erica Campbell, the D.L. Hughley Show, Bishop T.D. Jakes’ Empowering Moments, the Ed Lover Show, the Willie Moore Jr Show, the Nightly Spirit with Darlene McCoy and the Reverend Al Sharpton Show. Beyond its core radio broadcasting franchise, Radio One owns Interactive One (interactiveone.com), the fastest growing and definitive digital resource for Black and Latin Americans, reaching millions each month through social content, news, information, and entertainment. Interactive One operates a number of branded sites including News One (news), The Urban Daily (men), Hello Beautiful (women), Global Grind (Millennials) and social networking websites such as BlackPlanet and MiGente. The Company also owns TV One, LLC (tvone.tv), a cable/satellite network programming serving more than 57 million households, offering a broad range of real-life and entertainment-focused original programming, classic series, movies and music designed to entertain, inform and inspire a diverse audience of adult Black viewers. Additionally, One Solution combines the dynamics of the Radio One’s holdings to provide brands with an integrated and effectively engaging marketing approach that reaches 82% of Black Americans throughout the country.

The Audiobook Consumer 2016

Recently, the Wall Street Journal ran an article on the surge in popularity for audiobooks. We here at Edison are not only big fans of the medium, we also study it! In fact, we have been tracking audiobook consumption for a couple of years in our Infinite Dial research series, which we publish in partnership with Triton Digital.

The Wall Street Journal article noted that sales of audiobooks in the U.S. and Canada jumped 21% in 2015 over the past year, and the signs for 2016 are equally encouraging. To give some context for that growth, we present The Audiobook Consumer 2016, a short presentation of some of the most important stats in the audiobook universe.

Two highlights of this report worth noting: First, the percentage of Americans who have ever listened to an audiobook continues to grow, and now stands at 43% of Americans 12+ (up from 41% in 2015.) What is even more significant, however, is the increase in the number of audiobooks being consumed. In 2015, according to The Infinite Dial, audiobook consumers listened to an average of 5.8 audiobooks  in the year preceding the study. For 2016, that figure is now 6.7 audiobooks listened to in the past year.

With the listener base growing, and the number of books consumed also growing, it’s a good time for the medium, indeed.

Download The Audiobook Consumer 2016 here.

How the study was conducted:

A total of 2,001 persons were interviewed to explore Americans’ use of digital platforms and new media. From 1/5/16 to 2/10/16, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. Interviews were 52% landline phones and 48% mobile phones.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, ESPN, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, SiriusXM, Sonos, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Triton Digital:
Triton Digital’s® (http://tritondigital.com) technology has connected audio supply to advertising demand since 2006, providing the technical backbone for the digital audio marketplace. The company’s innovative technology enables both live and on-demand publishers to build audience and revenue globally. As a pioneer in the space, Triton Digital has made that audience available programmatically for the first time, maximizing audience buying efficiency for advertisers across the world.