The marketing experts at Experian have moms down to a tee. Through an analysis of thousands of mothers currently raising children, Experian Marketing Services unveiled five distinct segments of moms based on how they think and feel—to help marketers target attitudes and behaviors.
Modest Moms [16 percent]
- family- and faith-oriented but have more modest means or prefer a simple life
- prefer to indulge their kids than to buy shiny, new gadgets
- nearly a third are stay-at-home mothers
- heavy users of social media and TV
Maverick Moms [18 percent]
- independent trailblazers, not afraid of unconventional life choices
- environmentally conscious and spiritual; prefer to buy organic and natural products
- most likely to be stay-at-home moms, but also most likely to own their own business
- use technology and social media with caution
- prefer to postpone purchases for special occasions and have no trouble saying no to their kids
Striving Moms [27 percent]
- predominantly young, diverse, often single women with confidence and aspirations of success
- view money as the best measure of success
- more likely to have kids under the age of five
- tech- and fashion-savvy; up on all trends
Conventional Moms [20 percent]
- most have full-time jobs, but family and faith come first
- most likely to drive an SUV or mini-van
- little interest in shopping, despite discretionary income
- often turn to prepared foods or simple recipes due to busy schedules
- active on social media
Alpha Moms [19 percent]
- early adopters and trendsetters with full-time jobs and packed calendars
- wear designer clothes, have the latest-model car and newest electronics
- desire a youthful appearance
- supporters of the arts and the environment
- heavy users of social media
Source: The Mom Report, Experian.com
