Digital Marketing Researches & Reports

2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms | IAB & BabyCenter Brand Labs

Consumer Behavior | Global

Studying Mom’s life is very important for marketers. 83% of new moms are Millennials with an average age 25.8 of a first-time mom in the US, and around the world, almost 8 in every 10 births are to millennials with over 100 million globally each year. That makes IAB and BabyCenter pay attention to moms and their key role in the purchasing process.

Take a Glance at the US Millennial Moms Shopping Behavior and Attitudes:

  • Purchasing criteria of US Millennial moms have changed in 2015 than before. Safety comes as the most important criteria for US moms at a rate of 77%, then convenient for purchasing with a rate of 65%.
  • US Millennial moms spend an average amount of $13,127 on a child annually, groceries, food, and cleansers are the most category that they purchase.
  • 1 in 4 of US Millennial moms do half or more of their shopping online at a rate of 45% of them focusing on natural/wholesome ingredients when making everyday purchases.
  • Nearly 8 in 10 of US Millennial moms use their phone for shopping, while the in-store search for or download mobile coupons and search for better prices elsewhere.
  • 81% of US Millennial moms use their smartphone for shopping when they are in-store, compared to 73% in Canada and 63% in the UK.
  • US Millennial moms spend about 1.7 hrs online on PC/laptop, and about 2.3 hrs online on smartphones.
  • 44% of US Millennial moms notice ads on NET of Laptop/PC/Smartphone/Tablet, compared to 36% in the UK.
  • Pictures of babies and families are the most elements that are often featured in digital ads and get US Millennial moms attention.
2015 State of Modern Motherhood Mobile and Media in the Lives of Moms-IAP

A Graph Shows The Percentage of Millennial Moms That Owns a Smartphone.


The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.

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