According to the survey, the average age of a first-time mom in the U.S. is roughly 26. And of the nearly 4 million estimated births each year in the U.S., some 83% of new moms are Millennials ages 18-32. Worldwide, 8 in 10 births are to Millennials in the same age group, or more than 100 million births a year. In order of importance, the top most important aspirations identified in the survey include the child’s well-being, raising a healthy child, followed by marriage/ relationship, time with family, financial security and healthy lifestyle. Becoming less important to young moms are time with friends, career, fashion, hobbies, romance, fitness and time for one’s self. Young moms also are more digitally connected than ever. When asked about their weekly use of resources for parenting-related information, 49% said they relied on expert advice on parenting web sites, followed by 48% relying on their mom or partner’s mom. Thirty-two percent said they relied on other parents on parenting social media as well as mom blogs, while 31% relied on parenting/baby apps. This was followed by other parents on mainstream social media (23%); healthcare providers (22%); books (21%) and online videos (15%).
About the data
The 2015 State of Modern Motherhood report looks at issues from the goals of aspirations of Millennial moms to what types of electronic devices they use most often. The answers - based on interviews with more than 8,000 women around the world, including 2,700 in the U.S. – can help retailers understand not only the tools young moms use in their shopping experience, but what’s most important to them as they seek products for their babies and young children.
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