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A report published by
a report by CafeMom™ 02
© CMI Marketing, Inc., 2010. All rights reserved.
MomIndex 2 Introduction
Part 1:
Mom Quality of Life Index Scores & the State of Mom
Five Dimensions
1. Kids 2. Relationships 3. Self 4. Money 5. World
Results: MomIndex 2
Part 2:
Profiles and Paths to Better Mom Quality of Life
Three Paths to Happiness
1. Connections 2. Control 3. Self Expression
Conclusions
contents
04
05 07
09 11
13
15
16
17 19
21
23
03 MomIndex a report by CafeMom™ 04
“Summertime and the living is easy…” as the song goes. But is it for moms? In our second MomIndex Quality
of Life Survey conducted with over 2000 moms in August 2010,* the overall national MomIndex score edged
down by 2 points to 75 and into the “C” grade range, driven by downward movement in the Self, Money and
World categories. Kids and Relationships category satisfaction scores were notably stable, despite some new
areas of concern uncovered.
In Part 1, we reveal the latest information and trends in our fi ve MomIndex sub categories:
• Kids: 1 in 4 moms believe their kids are not leading a healthy lifestyle. 21% of moms with kids ages 6-18
report having overweight kids, and childhood obesity is a growing concern. A closer look at family meal and
recreational time together shows some interesting patterns for families with overweight kids vs. other families.
• Relationships: Couples’ time – a.k.a. “we time” -- became even more constrained over the past few months.
See how little time today’s couples have together and the toll it is taking on moms’ love lives.
• Self: With less time for exercise and more relaxed eating habits, summertime was hard on mom self esteem
leaving fewer moms than ever happy with the way they look.
• Money: Coping with more job losses and reduced incomes, moms are highly stressed about family fi nances.
It’s no wonder 84% of moms agree their number one goal when shopping is to save as much money as
possible. See how this quarter’s mom money outlook compares to that of last quarter.
• World: Moms remain frustrated with the government and only 19% of moms feel the country is headed in
the right direction, down from 22% in MomIndex 1. We review the top national issues for moms overall and
by political outlook, and how they feel about voting in the November 2010 elections.
In Part 2, we revisit lessons learned about the three paths to greater mom happiness: Connections, Control and
Self Expression.
• Connections: Strong relationships outside the household, including bonds with friends, extended family,
local community, and online friends strongly impact life satisfaction for the better.
• Control: Moms who feel they are in control of the issues they face day to day – from managing fi nances to
disciplining kids to maintaining order in their homes – have greater life satisfaction.
• Self Expression: Moms that feel challenged and that they make a difference outside their immediate families
show higher levels of life satisfaction.
Some distinct trends emerged from looking at how moms fare with each of the paths during different phases of
motherhood as defi ned by child age. Lastly, we identifi ed notable trends in what moms expect from companies
and products, and how these expectations relate to their life satisfaction. These trends suggest a roadmap for
the most effective ways for marketers to reach moms and add value to their lives.
We are pleased to present this quarter’s MomIndex 2 report and look forward to sharing timely updates and
discussion online at www.facebook.com/momindex and @cafemomindex on Twitter.
introduction
* InsightExpress programmed the survey, captured response data, and weighted the sample of the 2195 moms who completed the survey; results are representative of U.S. moms who are online.
0
5
10
15
20
25
30
35
40
0 20
86%
82%
72%
71%
70%
60%
54%
47%
46%
34%
23%
40 60 80 100
Internet
Television
Neighborhood
Religious Leaders
Sports
Siblings
Friends
School/Teacher
Kid Parents
Kid Grandparents orExtended Family
Books
Positive Influences on Children
% Agree
a report by CafeMom™ 0605 MomIndex
kids MomIndex Subscore: 90
Moms continue to rate raising their kids as the most
satisfying aspect of their lives, and summer offers
more opportunities to spend time with their children.
This quarter, 84% of moms indicated they spend
enough quality time with their kids, up from 81%
last quarter.
Moms recognize the many positive influences on
their kids. Topping the list – Books, which were
deemed a positive influence by more moms than the
impact of Grandparents and even Parents. Books
also beat out other media by a landslide - TV and
Internet were viewed favorably by only 34% and
23% of moms respectively.
Moms report that their families spend on average 28
hours/week of “togetherness” including time spent
eating, playing and relaxing. 85% say having their
children eat right is a priority, and 88% believe their
kids spend enough time playing, exercising & having
fun.
1 in 4 moms believes her children could lead a healthier
lifestyle. 21% of moms with kids ages 6-18 indicate
they have a child they would consider overweight. A
closer look at this group shows these families spend
on average only 24 hours/week together devoting less
time to family meals and play and slightly more time
to TV than other families.
In families with overweight children, moms are 5 times
more likely than other moms to believe their kids do
not spend enough time playing, exercising and having
fun, and 6 times more likely to report their kids are
not happy.
1 in 4 moms feel their
kids could lead healthier
lifestyles.0
5
10
15
20
25
30
35
40
0 20
86%
82%
72%
71%
70%
60%
54%
47%
46%
34%
23%
40 60 80 100
Internet
Television
Neighborhood
Religious Leaders
Sports
Siblings
Friends
School/Teacher
Kid Parents
Kid Grandparents orExtended Family
Books
Weekly Hours Together as a Family
24.4 Hours
4.15.3
7.4
4.66.4
9.0
6.56.3
6.4
3.1 3.7
6.6
6.2 6.68.7
28.3 Hours
38.0 Hours
Moms WithoutOverweight
Children
Moms WithOverweight
Children
Most Satisfied Moms*
Hours of Outdoor Activities
Hours of Games, Indoor Activities
Hours Watching TV
Hours Eating Breakfast
Hours Eating Dinner
Meal Time
*Most Statisfied Mom (MSM) -
moms scoring 90 or above on the MomIndex
07 MomIndex a report by CafeMom™ 08
Most moms are satisfi ed with the quality of their partner relationships. 85% indicate their marriages or relationships
with signifi cant others are strong, and this holds true among moms in newer relationships to those together 5 or more
years. Moms’ satisfaction with their sex lives, however, does not stand up as well to the test of relationship time. While
75% of those in a relationship 0-2 years are satisfi ed with their sex lives and engaging in sex on average 3 times/week,
those moms in relationships 3+ years are having less sex – an average 2 times/week, and only 51% are satisfi ed with
their sex lives.
“We time” or quality time together as a couple became more constrained this quarter dropping 26% to just over 5 hours/
week. A mom’s work status had a signifi cant impact on “we time” and the location of a mom’s work – inside or outside
the home – was more of a factor than the amount of hours she works. Work from home moms enjoy an additional 28%
of “we time” than moms working outside the home, and more than their Stay At Home and Student mom counterparts.
Time connecting with friends held steady at just under 3 hours/week, with less variation in social time across work status
categories. However, when it comes to dependability of friends, more working moms (76%) indicate having friends they
can count on than other moms (69%).
Ho
urs
/ W
eek
relationships MomIndex Subscore: 73
Almost half of moms
feel they don’t spend enough time with their
partners.
0
10
20
30
40
50
60
70
80
0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
0
20
40
60
80
10022%
5%
7%
27%
31%
14%19% 17% 12%
27% 27%27%
21%14%
13%
29%37% 45%
4% 3%
58%
64%
52%
69%
47%
77%
47%
72%
55%
75%
63%
74%70%
55%
6.2
2.52.8
2.5 2.62.9
3.1 2.9
5.04.4 4.1
5.5 5.5
4.3
0
10
20
30
40
50
60
70
75%
54% 51% 49%
80
0
10
20
30
40
50
60
70
80
0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
0
20
40
60
80
10022%
5%
7%
27%
31%
14%19% 17% 12%
27% 27%27%
21%14%
13%
29%37% 45%
4% 3%
58%
64%
52%
69%
47%
77%
47%
72%
55%
75%
63%
74%70%
55%
6.2
2.52.8
2.5 2.62.9
3.1 2.9
5.04.4 4.1
5.5 5.5
4.3
0
10
20
30
40
50
60
70
75%
54% 51% 49%
80
0
10
20
30
40
50
60
70
80
0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
0
20
40
60
80
10022%
5%
7%
27%
31%
14%19% 17% 12%
27% 27%27%
21%14%
13%
29%37% 45%
4% 3%
58%
64%
52%
69%
47%
77%
47%
72%
55%
75%
63%
74%70%
55%
6.2
2.52.8
2.5 2.62.9
3.1 2.9
5.04.4 4.1
5.5 5.5
4.3
0
10
20
30
40
50
60
70
75%
54% 51% 49%
80
% A
gre
e
Unemployed
Job Seeker
0-2 Years 0-2 Years 3-5 Years 6-9 Years 10+ Years3-5 Years 6-9 Years 10+ Years
Stay at
Home
Mom
Work FT
Away
Work PT
Away
Work FT
From Home
Work PT
From Home
Student
Quality Time by Work Status
Amount of Sex Per Week Sex Life Satisfaction
Work Status
Years in RelationshipYears in Relationship
Less than
once/week
Once/week
2-3 Times/week
4-6 Times/week
7+Times/week
I spend enough quality time with
my husband / signifi cant other.
I have friends I can count on.
Hours/Week with Signifi cant Other
Hours/Week Connecting with Friends
0
10
20
30
40
50
6060%
53%
31%27%
39%
29%
a report by CafeMom™ 10
Only 27% of moms are
happy with the way they look.
9 MomIndex
Moms across the country face a number of personal lifestyle challenges once the weather gets
warmer and schools let out. Summer eating habits are not as disciplined as during other seasons
given more backyard barbeques, summer socializing and vacations. In fact, healthy eating for moms
dropped 7 points in priority with only 53% agreeing their own healthy eating is important vs 60% of
moms last quarter.
Moms also have considerably less time to themselves during the summer months because kids ages
5 and up are out of school. Average mom “me time” dropped 38% this quarter to just under 3.5 hours
per week, and only 29% of moms are happy with the amount of free time they have for themselves,
down from 39% in MomIndex 1.
Less time to themselves means less time to exercise. Mom workout frequency dropped 15%, and the
percent of moms indicating they rarely if ever exercise grew to 44% up 8 points from 36% last quarter.
This combination of more relaxed eating habits and less regular exercise leaves many moms feeling
worse about their physical appearance. Only 27% of moms surveyed were happy with how they
look (down from 31% MomIndex 1), and many moms still struggle with weight. Moms on average
are looking to lose 19 lbs.
Eating right is a toppriority for me.
I am satisfi ed withmy physical appearance.
I am satisfi ed withthe amount of free
time I fi nd for myself.
self MomIndex Subscore: 65
0
10
20
30
40
50
6060%
53%
31%27%
39%
29%
0
10
20
30
40
50
6060%
53%
31%27%
39%
29%
MomIndex 1 MomIndex 2
MomIndex 1
MomIndex 2
% A
gre
e
Mom “Me Time”(Hours:Minutes/Week)
a report by CafeMom™ 1211 MomIndex
Moms around the country remain highly stressed about money. 91% of moms indicate they are
often worried about the economy and jobs. Here’s how the job and income loss picture this quarter
compared to last:
Given these figures, it is not surprising that 45% of households confided they went through a period
in the last year when they had to rely on savings or other support rather than wages.
Responses to family financial health and outlook questions also came in more sobering than last time.
Looking ahead, 79% of moms say “next year will be better than this year” vs. 76% last
survey, but it is difficult to say whether a more negative view of current circumstances or
a more positive perspective on the future is driving this outlook.
In this value-conscious climate, 84% of moms agree their number one goal when shopping is to save
as much money as possible, and 75% of moms believe price is more important than brand names.
MomIndex 1 MomIndex 2
0
10
20
30
40
50
45%40%
53%56%
27%21%
35%
43%
19% 21%27%
21%
35% 37%
0
10
20
30
40
50
60
I lost my job in the last year.
I am making less money this year.
I am the primary wage earner.
My partner lost job in the last year.
My partner is making less money
this year.
MomIndex 1 MomIndex 2
0
10
20
30
40
50
45%40%
53%56%
27%21%
35%
43%
19% 21%27%
21%
35% 37%
0
10
20
30
40
50
60
Our family finances are on the right track.
Our family’s finances are better today than they were a year ago.
% A
gre
e
money MomIndex Subscore: 62
84% ofmoms agree
saving money is their top goal when shopping.
% A
gre
e
a report by CafeMom™ 1413 MomIndex
Moms remain distrustful of the government. Only 15% of moms trust government to do the right thing
and only 19% of moms feel the country is headed in the right direction, down from 22% in MomIndex 1.
62% of moms feel Washington is failing to address the problems it needs to today and 35% of moms
think they can run this country better than Congress does. The top three issues moms are most worried
about are (1) Economy and Jobs (91% concerned), (2) Education (83% concerned), (3) Healthcare (82%
concerned), although prioritization of key issues varies by moms’ self-identified political outlook:
69% of moms agree “my vote counts,” the same percent that said they are planning to vote in the
November 2010 elections. Of moms that vote, they make their voting decisions an average of 40 days
before Election Day.
• Moms that define themselves as “very conservative” make their decisions earliest, averaging 52 days
before Election Day.
• Conservatives and Liberals overall make their decisions on a similar timeframe – Conservatives make
their voting decisions an average of 45 days out, and Liberals make theirs 43 days out.
• “Middle of the Road” moms make their decisions last, averaging 36 days before Election Day.
Moms that have a Middle of the Road political affiliation are the most likely to feel disenfranchised.
Only 61% of “Middle of the Road” moms feel that their vote counts vs. the 76% of moms who picked a
Conservative or Liberal political affiliation.
Moms’ longer term world view is also increasingly pessimistic -- 78% of moms feel the world is changing
in ways that will make their kids’ lives worse, up 2% from MomIndex 1.
world MomIndex Subscore: 52
Only 15% of moms trust government to help improve
their lives.Key Issues for Moms
by Political OutlookLiberal Middle of the Road Conservative Overall
1 Economy and Jobs Economy and Jobs Moral Values Economy and Jobs
2 Enviorment Healthcare Economy and Jobs Education
3 Healthcare Education Taxes Healthcare
4 Education Crime Education Moral Values
The American Dream is alive and well for me and my family.
America is headed in theright direction.
I feel like my vote counts.
% of Moms Agree
by Political Outlook
0
20
40
60
80
100
64%
48%56%
15%16%
32%
76%
61%
81%
Conservative
Middle of the Road
Liberal
0% 20% 40% 60% 80% 100%
0
77 75
90 90
73 7367
65 6562
5652
40
20
60
80
100
7% 17% 33% 34% 9%
9% 20% 33% 31% 7%
MomIndex 76.5
MomIndex 75
15 MomIndex a report by CafeMom™ 16
On a scale of 100 points with 100 representing perfect life satisfaction, this quarter’s MomIndex
is a 75.0, representing a “C” grade average for moms nationwide. Fewer moms scored in the
90’s and 80’s this quarter, while more scored in the 60’s and below.
MomIndex Kids Relationships Self Money World
And the second MomIndex Score is…
75.0
Looking across the subscores for the fi ve dimensions – Kids, Relationships, Self, Money and
World – Kids and Relationships scores didn’t change, at 90 and 73 respectively. Self, Money
and World all dropped in levels of life satisfaction, with Money and World continuing to be the
two dimensions of lowest life satisfaction.
Qualities of the Most Satisfi ed MomsWe found that the qualities of the moms that scored 90+ (a group we call the “Most Satisfi ed Moms”
or “MSMs”) stayed consistent this quarter. While demographics were not a strong predictor of
life satisfaction, we confi rmed that the happiest moms all scored well on three paths to improved
quality of life:
1. Connections: Strong relationships outside the household, including bonds with friends, extended
family, local community and online friends strongly impact life satisfaction for the better.
2. Control: Moms who feel they are in control of the issues they face day to day have greater
life satisfaction.
3. Self Expression: Moms that feel challenged and like they make a difference outside the immediate
family show higher levels of life satisfaction.
Paths to Happiness and Age of KidsInterestingly, we found that the paths to happiness show distinct trends by stages of motherhood,defi ned by the ages of fi rst children.
profi les and paths to better mom quality of life
Connections were strongest for moms of kids 0-5, and then trended down for moms of older kids,
with moms of kids 13-18 scoring the lowest. It is possible that as kids get older and their lives get
more involved between school, friends, and extracurricular activities, moms have less opportunity
to pursue their own connections as they keep up with their kids’. Moms of younger children may
also seek out connections more actively than moms of older kids, needing help from relatives and
friends as they navigate the early years of motherhood.
Control also trended down with age of kids, as moms cede control of health, discipline and more
as kids become more independent.
Fortunately for moms of older kids, not everything trends down with the age of child. Self Expression
improves with the age of child, suggesting moms have more time to pursue hobbies and interests
as kids get older.
part 2
MomIndex 1 MomIndex 2
Child 0-5 Child 6-12 Child 13-18
Connections Above Average Average Below Average
Control Above Average Average Below Average
Self Expression Below Average Average Above Average
MomIndex 1 MomIndex 2 Δ
90’s 9% 7% -2%
80’s 34% 31% -3%
70’s 33% 33% --
60’s 17% 20% +3%
< 60 7% 9% +2%MomIndex 76.5 75.0
17 MomIndex a report by CafeMom™ 18
connections path to happiness:
Sara fi rst experienced the power
of online connections while on
6 months’ bed rest with a rare
pregnancy condition. “I wasn’t going
to randomly meet someone locally who
had experienced what I had experienced,”
says Sara. “The women I met online became
my very close confi dants and helped me get
through some very tough periods.”
Sara is now involved in multiple online communities
and in-person local groups, including health-related
groups, a working moms group, and a special needs
parenting association, which all help her as she keeps
up with her 4 young children and a demanding job in the
wireless communications industry. “It is so much easier to
tackle a problem knowing you’re not alone in facing it,” says
Sara. Her online connections have helped her through dealing
with her 5 year old son’s developmental delays, adopting
her 2 year old Chinese daughter, and more.
“I really enjoy the all of the various connections that
I’m able to make, both online and off,” says Sara.
“My communities provide me invaluable advice
and support from others with the same interests
and challenges.”
Child 0-5 Child 6-12 Child 13-18
Connections Above Average Average Below Average
Moms’ connections appear to become less strong as her children get older. Most notably, moms
with older kids are less likely to have other mothers to rely on. While 2 out of 3 moms with kids
0-5 agree they have a network of other mothers that improve her life, less than half of moms
with kids 13-18 agree. Moms of kids 13-18 are also less likely to feel supported by extended
family and networks of online friends.
It is possible that moms are more proactive about seeking advice and support through the early
years of motherhood, even as parenting teens and school aged kids present their own sets of
challenges.
It is important that moms continue to prioritize connections -- whether networking with other
local moms, fi nding online friends with shared interests, getting involved in the community, or
simply making more time to connect with existing friends, strengthening connections can greatly
improve life satisfaction overall.
0
10
20
30
40
50
60
70
8070%
63%60%
63%58%
55%
66%
58%
49%
0-5 6-12 13-18
I have a strong extended family that improves the
quality of my life.
I have a network of online friends that improves the
quality of my life.
I have a network of other mothers that imroves the
quality of my life.
Age of First Child
Moms of Preschoolers
belong to 36% more online mom groups on
average than Moms of Teens.
% A
gre
e
Mee
t a
Con
nect
or M
om
19 MomIndex a report by CafeMom™ 20
Moms of Teens are 25% more likely to have a “very messy” home than Moms of Preschoolers are.
Moms of Preschoolers spend 32% more time eating family meals with their kids than Moms of Teens do.
control path to happiness:
Child 0-5 Child 6-12 Child 13-18
Control Above Average Average Below Average
As kids get older, moms cede control in a number of areas of their lives. Efforts towards
healthy lifestyles for themselves and their kids wane over time. Additionally, moms seem to
feel less control over managing family fi nances as their kids get older, perhaps caused by
kids’ escalating expenses as they learn to drive or get ready for college.
Perhaps the best evidence that moms become gradually resigned to having less control is
how they evaluate the statement “I am the master of my fate.” More moms with preschool
children agreed with that assertion (69%), which drops to just 61% of moms of teens who
agreed.
Moms that feel more control have greater life satisfaction overall. Ways moms can take
charge more include prioritizing their own diet and exercise habits, sticking to a budget,
maintaining discipline with kids, and keeping a clean home.
Moms of Preschoolers
Meal Time
Hours:Minutes/Week
Moms of Teens
Meal Time
Hours:Minutes/Week
0
20
40
60
80
100
55%48%
44%
90%86%
79%
67% 64%59%
69% 67%61%
0-5 6-12 13-18
I lead a healthy lifestyle. Having my kids eat rightis a top priority to me.
Our family does a good job managing our
fi nances from month to month.
I am the master ofmy fate.
Age of First Child
% A
gre
e
Meet a Contro
l Mom
As a part-time Pediatric Occupational Therapist
and mom to 4 boys under 6 years old, Katie has to
be hyper-organized just to keep up. “Having kids
makes me feel less in control because everything
is so unpredictable,” says Katie. “That is why
I always try to be organized in areas I do have
control over, like scheduling my patients, having
my meals prepped and keeping up with laundry.”
Katie fi nds balance in her life by planning ahead:
making the whole week’s dinner menu when food
shopping, staying on top of the daily household
chores, and scheduling time to spend alone with
her husband and each of her boys. Katie also
makes organization a family affair, giving her
oldest sons small chores, and letting her husband
step in when needed. Says Katie, “I am fortunate
to have a very supportive husband, who can see
when I need time to myself or time together.”
“Having balance and control in my life allows me
to conquer the day’s many challenges, both big
and small,” says Katie. “I feel like when
I control what takes place in our
house, it makes me a better
mom.”
ReadingBakingSwimmingPhotography
ReadingPhotography
ReadingCrafts
RunningMusic
Knitting
Dancing
GardeningPhotography
GardeningPhotography Scrapbooking
Sewing WritingYogaPhotography
YogaPhotography Art Piano
Cooking
Cecilia worked for years as a manager
in a hair salon, but never felt creatively
satisfi ed. “There just weren’t enough hours
in the day for self expression,” says Cecilia.
Then, when she was pregnant with her son, she
found a creative outlet that she could also use
to make money. “I started making diaper cakes
after receiving one as a gift,” says Cecilia, “I thought,
‘There has to be a market for these.’”
Now Cecilia does brisk business selling custom
diaper cakes, felt cupcakes
for party favors, and more.
She makes time for everything
by making lots of lists and involv-
ing her 4 year old son in the crafts.
“I like to include my son, Brayden,
in as many projects as I can,” says
Cecilia. “We are always creating things
together!”
Another benefi t of Cecilia’s creations is getting to see others enjoy
them. Says Cecilia, “The best part is creating
something for someone and seeing how much they
love it. I love that!”
21 MomIndex a report by CafeMom™ 22
Self Expression is one path that moms do
better in over time, counterbalancing declines in
Connections and Control paths. One key factor at
work here is leisure time. As children get older,
moms regain more “me time” each week. In fact,
moms of teens generally enjoy 23% more free time
than moms of kids 12 and under.
(Fig. 1)
Moms address their need for self expression in a
variety of ways, including creative outlets like
photography, writing, music, dancing, and cooking.
Other moms focus on areas of personal challenge
by participating in a new hobby or taking a class.
Professional opportunities that are personally
rewarding can also contribute to self expression
satisfaction levels.
More moms get involved in helping others in their
local communities as their kids get older, with half
of moms of teens regularly participating in such
outreach efforts.
(Fig. 2)
self expression path to happiness:
Child 0-5 Child 6-12 Child 13-18
Self Expression Below Average Average Above Average
0
10
15
20
25
30
35
40
24%
30%
37%
1.5
2.0
2.5
3.0
3.5
4.0
4.5
3.23.3
4.0
0
10
20
30
40
50
39%
47%50%
0
10
15
20
25
30
35
40
24%
30%
37%
1.5
2.0
2.5
3.0
3.5
4.0
4.5
3.23.3
4.0
0
10
20
30
40
50
39%
47%50%
Fig. 1
Free Time by Age of Child
% A
gre
e%
Ag
ree
I am satisfi ed with amount of free time I fi nd for myself.
Hours of “Me Time”/Week
Ages 0-5
Ages 0-5
Ages 6-12
Ages 6-12
Ages 13-18
Ages 13-18
Fig. 2
Finding Time to Help Community
Activities moms wish they had more time for:
Mee
t a
Sel
f Exp
ress
or M
om
23 MomIndex a report by CafeMom™ 24
In the fi rst MomIndex report, moms with higher MomIndex scores were shown to be more infl uential
than those with lower scores: 40% of moms with a 90+ MomIndex score indicated others often seek
their shopping recommendations, while just 21% of moms with MomIndex scores in the <60 range were
viewed this way.
Higher MomIndex scores are not only associated with greater shopping infl uence. Analyzing the relationship
between MomIndex score levels and buying styles and attitudes shows some distinct trends. While 52%
of moms overall agree “I buy based on quality, not price,” a closer look at responses by MomIndex score
range indicates how much more inclined those with above average MomIndex levels are to prioritize quality
over price in their purchase decisions.
A mom’s expectations of companies, brands and products also change depending on how satisfi ed she is
with her own life and how well her own needs are being met. The more satisfi ed moms are in their lives,
the more likely they are to expect companies to support social causes and deliver additional value to their
lives beyond just offering relevant products. These moms also indicate they will allocate their spending
along these lines, voting with their purse strings accordingly.
conclusions
With just over half of moms affi rming they would buy more from companies that add value to their lives,
MomIndex provides a framework to help marketers deliver value in ways that are most meaningful for
improving mom quality of life: Control, Connections, and Self Expression.
Overall, only 3 out of 10 moms feel the companies they spend the most with fully appreciate their business
and do a good job recognizing them as best customers. Looking at how consumer attitudes here change
with MomIndex scores, a strong correlation between life satisfaction and best customer satisfaction is
evident.
Even though moms with higher MomIndex scores feel more appreciated and recognized by companies
they transact with than other moms do, there is still a clear loyalty building opportunity for many marketers
in better acknowledging and serving best customers up and down the MomIndex spectrum.
Moms are raising the bar on what they expect from companies, and MomIndex provides a roadmap for
ways brands can add true incremental value to moms’ lives. The brands that listen to and recognize
moms’ needs have the edge in converting these consumers into loyal and infl uential core customers.
0
20
40
60
80
100
60%
40%53%
58%68%
47% 42%
52%
32%
Quality Price
MomIndex 2Average“QualityBuyers”
MomIndex 2 Average“Best Customers”
60’s & under
I expect the brands I buy to support social causes.
60’s & under 70’s 80’s 90’s
I am willing to give up convenience in return for a product that is
environmentally safe.
I would buy more from corporationswho add value to my life beyondthe specifi c products they sell.
70’s 80’s 90’s
Moms’ Buying Style Quality vs. Price Buyers
Most Satisfi ed Moms have higher expectations for the brands they buy each day
Percent of Moms that agree they are recognized as Best Customer by MomIndex Score
MomIndex Range
MomIndex Range
40%52%
58%
0
10
20
30
40
50
60
70
80
25%
31%28%
37%
45%
34% 42% 43%
47%
63%
45%51% 51%
55%58%
0
10
20
30
40
50
60
22%
31%
37%
53%
32%
40%52%
58%
0
10
20
30
40
50
60
70
80
25%
31%28%
37%
45%
34% 42% 43%
47%
63%
45%51% 51%
55%58%
0
10
20
30
40
50
60
22%
31%
37%
53%
32%
MomIndex Range:
% A
gre
e
60’s & under 70’s 80’s 90’s MomIndex 2 Average
25 MomIndex a report by CafeMom™ 26
Dedicated to the moms and kids in our lives.
Laura Fortner
EVP, Marketing and Insights
CafeMom
Steven Armour
VP, Research
CafeMom
Kristina Tipton
Director, Marketing
CafeMom
™
Launched in late 2006, CafeMom is the #1 site on the internet for moms and the premier
strategic marketing partner to brands that want to reach moms in a rapidly changing
digital environment.
By moms, for moms, CafeMom offers moms Conversation, Advice, Friendship, and
Entertainment. CafeMom is also the leader in developing custom programs for leading
brands that want to connect with and understand moms online. Through programs that
allow leading brands to join the consumer conversation, add value to moms’ lives, and
get members talking about sponsor brands in an authentic and viral way, CafeMom has
become a strategic partner to leading mom companies like General Mills, Target, P&G,
Nestle, Kohl’s, Johnson & Johnson, Kmart, Unilever, and dozens of others.
CafeMom (CMI Marketing) lead investors are Highland Capital Partners and Draper Fisher
Jurvetson. CMI was founded by Andrew Shue and Michael Sanchez.
about CafeMom
