Digital Marketing Researches & Reports

Marketing to Mothers: What to Know | GlobalWebIndex

Consumer Behavior | Global

Knowing your target audience is a part of your campaign success, females are an important target audience, marketing to mothers is challenging because they represent a very diverse and large group, which means the approach of ” a one size fits all” won’t help.

In light of that, this report sheds the light on mothers, the female internet users who are 16 to 64 with one or more children between the ages of 0-16.

Let’s take a deeper look at what the report focuses on, such as:

  1. What characteristics and attitudes set this group apart?
  2. What are the most popular devices among mothers?
  3. Which social media platforms mothers can be found and how do they spend their time online?
  4. What are their purchasing behaviors?
  5. What drives them to promote or purchase a brand?

Without further ado, let’s get started.

Mothers’ Demographic Profile

Females are a necessary and important part of every campaign. In light of that, mothers make up 19% of the overall internet population, even though this might represent a small percentage of internet users, they make many and most of the household purchase decisions.

It is reported that globally, 77 of this group are responsible for food shopping. Moreover, recent research suggests that mothers in the U.S. are responsible for as much as 85% of the overall household expenditure.

The following chart shows the percentage of mothers – internet users- around the world.

Marketing to Mothers: What to Know in 2020 | DMC

In addition, there are eight in ten mothers are married, along with 81% live with their partner, 80% fall within the ages of 25 to 44. Mothers are defined by qualities like their age, the number, and the age of their child, as well as the region in which they live.

The following charts show the age of mothers and their income.

Marketing to Mothers: What to Know in 2020 | DMC


Mothers’ Attitudes and Lifestyle

Marketing to mothers has always been challenging. It has been reported that 57% of mothers are brand conscious, which is compared to 48% of all women. The following chart shows the brand-related attitudes according to women.

Marketing to Mothers: What to Know in 2020 | DMC

  • As shown, the majority of women who were surveyed and their percentage is 57% said that they are brand conscious people.
  • Followed by 56% of women who said they like to keep up with the latest fashions.
  • The same percentage with 56% goes to women who said they tend to opt-in for personalized loyalty rewards from brands.
  • However, there are 53% of women who said they tend to buy brands they see advertised.
  • On the other side, 43% of women stated ” I would buy a product\service for being part of the community built around it.

Marketing to Mothers: Price VS Quality

Online mothers are very careful when it comes to their money, they are aware of how much money they have in the band and also they are more willing to pay for quality. Despite their inclination to go for high-quality items, around 8 in 10 mothers seek out the best deals for the products they are looking to buy.

As proven, mothers are 20% more likely than average to visit group-buying or deal sites. The chart below shows mothers’ attitudes toward price and quality.

Marketing to Mothers: What to Know in 2020 | DMC

  • The Majority and their percentage are 70% stated ” I try to buy natural\ organic products.
  • There are 65% said they would pay more for sustainable\ eco-friendly products.
  • However, only 62% said they tend to buy the premium version of a product.
  • Only 56% stated, “I am proactive about investing money”.

Marketers should bear in mind all of the report insights when it comes to marketing to mothers.

The Table of Content Of “Marketing to Mothers: What to Know Report”:

  • Key Insights
  • ProfilingMothers
  • Device Trends
  • Media Consumption
  • Purchase Behaviors
  • The Path to Purchase
  • Notes on Methodology

Number of Pages: 

  • 31 Pages


  • Free


All figures in this report are drawn from GlobalWebIndex’s online research among internet users aged 16-64. We only interview respondents aged 16-64 and our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent, and educated than the total population.


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.


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