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.

In Case You Missed It: “Moms on the Future” Webinar

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,” originally presented at the Marketing to Moms conference and via webinar on October 13th is now available to view here.

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.

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. Follow @researchmoms on Twitter or contact them at info@researchmoms.com.

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.

 

Hope and Happiness for the Future

At the moment you find out you are to become a mother, your entire world changes.  In that instant, you realize that there is something much greater than yourself and you start to factor your child into every decision you make.  In the very beginning, moms research the best bottles, the safest car seats and the appropriate amount of tummy time.  As children get older, we guide them through schooling, friendships and self-discovery. We do all of this, and more, with the hope that we will give our children the foundation for a good life and a bright future.

A happy life, fair opportunity and education are part of that foundation and are some of the themes that emerged from a new study “Moms on the Future,” from The Research Moms at Edison Research.   The results show an overall positive outlook that moms have for the future world their children will live in.  In the study moms reported that what they hope for most for their children’s future is happiness.  The findings are evidence that moms continue to have hope that the future will be good and full of promise for our children, even during such turbulent times.

Join The Research Moms from Edison Research when they reveal “Moms on the Future” on October 13th at 2:00pm EST in a live webinar. This recent study puts the spotlight on all new data about the hopes and fears of the future, the outlook for children as adults, the relevance of a college education and even financial planning for what lies ahead.

Click here register

 

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.

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.

Moms and Media 2016: The Recap

In 2016, moms continue their mobile ways, moving further away from computers for media tasks.  The smartphone, with its ownership still soaring, is the ‘go to’ device for mom for just about everything.  In the latest edition of Moms and Media, the mobile tendencies of mom are clear and more pronounced with a decline in computer usage for common activities such as Internet access.

access internet most

The decline in computer as a preferred device is illustrated in the tracking data for moms’ online radio usage.  This year 39% of moms who listened to online radio in the last week did so via computer, which is down significantly from the 61% that said so in 2015, and an even more dramatic decline from the 70% that reported doing so just two years ago.   While computer has consistently faded, the smartphone has become the preferred way, with 70% of moms listening to online radio in the last week via smartphone.

Computers fading for moms online radio

Aside from overall Internet access and online radio, we see the mobile factor in social networking as well. The data shows that 62% of smartphone moms use social media several times per day. This group is highly engaged, using the mobile technology to comment, post and tag on a regular basis. Looking specifically at Facebook, moms who used it in the last month are checking almost obsessively, with an average of 10.1 times in 24 hours. Smartphone moms are even a tad higher, with an average of 10.5 times.

Facebook check in 24 hours

For those who have used Facebook in the last month, the cell phone is the way they access this social media site most.  Three quarters of moms and almost two thirds of the total respondents from the Infinite Dial said they use their cell phone to access Facebook most.  While the tendency to favor computer is much lower for both groups, moms are even less likely to access Facebook most via a desktop or laptop.

FB access via cell

While moms are loyal to Facebook, they are using multiple social media sites during the week.  Mobile makes this possible; allowing any time access and an efficient balance of different sites for different needs.

multiple social sites

Most notably, Pinterest is making gains with moms.  In 2016 it continues its growth momentum, with about half of moms now using the crafty social media site.  Instagram is another site gaining more moms this year, with 29% reporting usage.

half of moms use Pinterest

To download the full Moms and Media 2016 report, click here.

How the study was conducted:

The Moms and Media report is based on a sample of 319 moms from the Edison Research and Triton Digital Infinite Dial report.  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.