Digital Marketing Researches & Reports

Marketing to U.S. and Chinese Moms in 2019 | GlobalWebIndex

Consumer Behavior | China

Mothers are an incredibly powerful demographic group in the United States and China. Women drive the majority of purchase decisions across a wide range of verticals, including travel, housing, healthcare, food, and automotive. Despite this far-reaching influence, many marketers miss the mark when targeting moms. Why? Sometimes it’s because marketers have an inaccurate understanding of how mothers view their roles, engage online, consume media & content, and purchase products.

GlobalWebIndex has conducted a survey on two thousand modern moms in the US and China to help marketers cut through the noise when messaging moms, especially during the upcoming Mother Day. The report answer questions of what do firms need to know about marketing to modern moms? Which devices, formats, and approaches are most used by moms? and much more insights.

Excerpt From What to Know About the US and Chinese Modern Mother:

  • Nearly 1 in 2 new moms in the US and 2 out of 3 new moms in China said they have paid more for baby food they perceive to be higher quality.
  • Nearly 2 in 3 Chinese moms and half of all U.S. moms are looking to recommendations from other moms on social media as part of their shopping research process.
  • Facebook is the most used social media platform among US moms, while WeChat is dominant among Chinese moms.
  • Millennial mothers are the most active social media users, among all moms.
The Shopping Journey - Consumer journey- US Moms, 2019

A Graph Shows the Shopping Journey of US Moms

Content of “Marketing to U.S. and Chinese Moms in 2019” Report:

  • Introduction
    • What do we know about the modern mother?
    • What does this tell us?
  • Know your audience
    • Purchase drivers
    • Persona spotlight: A generational comparison
  • Understand the journey
    • Let’s talk touchpoints
    • Joining the dots
  • Focus on the right channels
    • The social influence
    • Persona spotlight: the U.S. vs. China
  • Deliver relevantly and trusted content
    • The community feel
    • Insight in action
  • Humanize the brand experience
    • Making life easier
    • The authentic factor
  • Conclusion
  • Checklist: what to remember
  • Notes on methodology

Number of Pages:

  • 38 Pages


  • Free


Data is based on a bespoke study of current and expectant mothers in China and the United States. 1,000 of these women were surveyed in each market, for a total of 2,000 current and expectant mothers across the US and China. The survey was conducted online between August 20th – September 17th, 2018.


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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