Report: Mom demographics are shifting
A survey conducted by Experian Marketing Services found that the motherhood market is shifting to an older, and more environmentally aware, demographic.
In a Monday report by Marketing Daily, Jan Jindra, product manager for Experian, said that the universe of mothers of children ages 18 years and under who are 35 plus years old has grown from 40.9 million to 44.9 million in four years. “And of moms who are 35 and under — the group most likely to be influenced by advertising — we are seeing big shifts in their willingness to buy green products,” added Jindra.
She attributed the shift toward green thinking to an increase in information available about the impact of green choices on children’s health. The survey found that the growth trend toward green purchases among younger moms is outpacing the 35-and-older mothers by at least 5% a year.
According to the survey, the recession and its subsequent impact on household budgets has helped increase women’s influence in all family purchases, with 69% of moms saying they are the most influential person in the household when it comes to making purchase decisions.
The study also put the population of moms who work outside the home (either full- or part-time) at 62%, or 19.6 million moms, while 21.5% (or 6.8 million) identify themselves as stay-at-homers. Some 30.8%, or 9.7 million, are unmarried.
Same story, different month
Delinquency trends within Target’s portfolio of credit card receivables continued to show improvement in June. The percentage of accounts 60 days past due sank to 4.9% in June, the lowest level so far this year and a sharp improvement from the 5.2% seen in May. The percentage of accounts 60 days past due is approaching levels not seen since the summer of 2008. Also showing improvement are the number of accounts 90 days past due. Roughly 3.6% of accounts are 90 days past, down from 3.7% in May and 4.5% at the beginning of the fiscal year.
No wonder traffic is up
Target was the top-ranked retailer during the first half of 2010 in terms promotional advertising pages, according to Kantar Media, with roughly 1.3 billion pages. That figures represents a 67% increase from the first six months of 2009 when the company also was the top-ranked retailer in terms of promotional pages. Following Target in the ranking of promotional pages were Dollar General, Walgreens, PetSmart, Family Dollar, CVS, Kroger, Petco, Publix and Ralphs.
The promotional data was part of a study in which Kantar examined free standing insert (FSI) trends during the first six months of the year and discovered a 10.1% increase.
“In addition to Target’s expanded use of cooperative FSI coupon vehicles to support their retailer promotion activity, other leading retailer are expanding their use of retail promotion events, especially with the food, drug, value and pet specialty channels,” said Mark Nesbitt, president of Kantar Media Intelligence. “One of the trends observed in response to the declining economy was consolidation of retail shopping trips within the super center format. The increase used of retail promotional events wtih cooperative FSI coupon vehicles may be an effective retail response to company the consolidation of trips.”