As a part of the millennial generation (anyone born from 1982 to 2004), and someone whose job ties in with the retail industry, I am so fascinated by peoples’ fascination with millennials. If you do a search for “millennial moms,” the majority of results are marketing companies claiming to have the key to selling to millennials.
You may not know this, but as millennial moms, we have some serious buying power. Millennial parents have $200 BILLION in buying power total, and women are more likely to make purchase decisions than men. I know in our house, I put together the grocery list, make all purchases for our son and buy any health or decor item we need for the house.
Because we’ve got so much control when it comes to purchases, a LOT of surveys and studies have been done on the subject of millennial moms. On a personal level, I was interested to see where I stacked up against other millennial moms, but as I started to go through more and more data, I found so much information that I wanted to share with my blog readers. Read through this ultimate collection of millennial mom stats and see if any of them stand out to you. A few really stood out to me, but more on them after the list!
- 74% of millennial moms report they are sought out more often than other friends as advisors on a wide range of topics, and have an average of 24 close friends in which to share product recommendations. (Mother Mag)
- Among Millennial women ages 18 to 33 in 2014, 42% were moms. When women from Generation X – those born between 1965 and 1980 – were in the same age range, 49% were already moms. (Mother Mag)
- While watching TV, while grocery shopping, and even during those middle-of-the-night nursery visits, they tend to have their smartphones in hand. Their sites of choice? Pinterest, Instagram, and online parenting communities. (BabyCenter)
- 64% of moms say that parenting is more competitive today than it used to be. (BabyCenter)
- 3 out of 4 admit that it’s important to try to be a “perfect” mom. (That number is higher among stay-at-home moms.) (BabyCenter)
- Millennial moms spend an average of $13,000 per year on their kids. (BabyCenter)
- Eight out of ten moms who were surveyed said that motherhood is exhausting…but fun. (BabyCenter)
- According to Millennials, the “Perfect Mom” is organized, educated, fit, focused on family but still able to hold down a good job and a good cook. (BabyCenter)
- 33% are the majority contributor to their household’s income (vs. 26% of moms in general). (Weber Shandwick)
- 32% are single/never married/not cohabitating with a partner (vs. 16% of moms in general). (Weber Shandwick)
- 61% are married or living with a partner. (Weber Shandwick)
- 30% are employed full-time. (Weber Shandwick)
- 35% are self-identified homemakers. (Weber Shandwick)
- Millennial moms spend an average of 17.4 hours per week on their social networks. (Weber Shandwick)
- 60% of millennial moms AND dads said that being a parent is extremely important to their overall identity, which was more than Gen X and Baby Boomers. (Pew Research)
- 52% of millennial parents say they are doing a very good job as a parent, compared with 43% of Gen X parents and 41% of Boomer parents. (Pew Research)
- Millennial parents are more likely to say that parenting is rewarding (58%) and enjoyable (52%) all the time than were Gen X parents (51% and 39%) or Boomer parents (46% and 39%). (Pew Research)
- U.S. millennial moms are two times more likely to own a wearable health and fitness tracker than the general population. (BabyCenter)
- 70% of millennial moms consider themselves to be the main decision-maker when it comes to purchases. (AdAge)
- More than 80% of millennial moms join loyalty programs specifically to save money. (AdAge)
- 81% of moms prefer texting to talking vs. 77 percent of non-Moms. (Business.com)
- 77% say the internet makes them a better parent. (Business.com)
- A majority of millennial moms believe their economic status will eventually be better than their parents’. (ROTH Capital Group)
- 90% of millennial moms are comfortable with brands communicating with them via their mobile device while they shop in-store. (ROTH Capital Group)
- 59% of millennial moms are likely to write a review after visiting a restaurant. (ROTH Capital Group)
- 53% of millennial moms are Amazon Prime members. (ROTH Capital Group)
- The majority of millennial moms own between two and five pairs of yoga pants, and 16% own more than five pairs. (ROTH Capital Group)
- About 50% of millennial moms are willing to pay a premium for socially responsible brands. (ROTH Capital Group)
- 36% of millennial moms trust local food brands the most. (ROTH Capital Group)
- Millennial parents have a more open relationship with their children, even compared with Gen X parents. Eight out of 10 say their child is one of their best friends, and about three-quarters say their children are involved in household decisions. (Google)
- Millennials are more likely to hold onto their hobbies than previous generations, whether that means taking time for themselves or involving their kids. (Google)
- More than 50% of millennial moms want to start their own business. (Entrepreneur)
- Compared to Gen X moms, millennial moms are 17% more likely to freelance. (BabyCenter)
- 20% have started a blog with substantial followers. (BabyCenter)
- 39% of millennial moms have used social media to sell items they’ve made. (BabyCenter)
- Millennial moms are 67% more likely than Gen X moms to have received payment for running errands or helping others, using apps like TaskRabbit and GigWalk. (BabyCenter)
- Millennial mothers say they prioritize nutrition (88%) over price (65%) and convenience (52%) when planning lunches for their kids to take to school. (AdWeek)
- 75% say the meals they pack for their own kids are more nutritious than those prepared by their own mothers back in the day. (AdWeek)
- 80% of millennial moms deal with mom-shaming. (Beech Nut)
- 68% think the issue has gotten worse over the past five years. (Moms who have experienced shaming are more likely to shame another mom) (Beech Nut)
- When describing their role as a parent in today’s world, millennial moms were more likely to proactively cite the words “technology” (35%) and “social media” (15 percent) than millennial dads, who used these phrases 10% and less than 5%, respectively. (Crowd Tap)
- Millennial parents say they turn to their mothers (AKA “Grandma”) before consulting parenting websites, social media and blogs. The internet and social media are the next most influential sources of parenting advice. (Crowd Tap)
- 49% of millennial moms say they check the internet at least once a day for parenting advice. (Crowd Tap)
- 17% of them are concerned with the “social pressure” social media creates. (Crowd Tap)
- 61% of millennial parents think kids need more unstructured playtime. (Millennial Marketing)
- 48% of millennial parents say children do best if a stay-at-home mom raises them. (Millennial Marketing)
- 50% of them agree with the statement, “I am raising my kids the way I was raised.” (Millennial Marketing)
- When it comes to brands, millennial parents favor Nike, Target and Apple first. (Millennial Marketing)
- When answering the question, “I want my kid(s) to_______”, ranked in order of importance, 82% want their child to know that they don’t need possessions to make them happy, 77% want their child to graduate college and 56% want their child to excel at sports. (Millennial Marketing)
- 30% of millennial moms say they are the same person as before they had children, compared to 45% of millennial dads. (Millennial Marketing)
- 18% of new millennial moms expected to introduce infant formula to baby during the first three days of life, but, in the end, 45% relied on formula during those first days. (PR Newswire)
- 17%of moms planned to wait until their baby was six months old to introduce formula; only 4% made it that long. (PR Newswire)
- 61% experienced breastfeeding issues, with low breast milk supply being the top concern. (PR Newswire)
- 35% percent of moms chose to feed their baby with infant formula so they could share the feeding responsibilities for baby with their spouse. (PR Newswire)
- Millennials are far more likely than moms of any other generation to be raising their kids near or even in the same house as their extended family. (U.S. Census)
- Of working millennial moms, 64% say they wish they could quit and stay at home. (BabyCenter)
Of all of the interesting stats on this list, I was most interested in the topics of mommy shaming, career and social media.
As tough as parenting is, it’s even more difficult because of social media. If we aren’t seeing Suzy Homemaker’s feed filled with happy kids and apple pies, we’re stressing about posting our own photos for fear that we’ll be criticised. While previous generations were able to make parenting mistakes without much notice, we’re told that we’re assembling the stroller wrong, choosing the wrong products, and failing to do the right activities, when all we wanted to do is share a photo of our cute kid.
While I luckily haven’t experienced a TON of mommy shaming, I see it happening all the time. If someone posts a photo without their kids, they’re being neglectful. If they post too many photos with their kids, they’ve lost a part of themselves and are now “only a parent.” From the decisions we make about our births to how we motivate our kids in school, it’s all up for debate.
Speaking of debate, I had a major internal debate about my career when my son was born. I work from home, and while that’s amazing in terms of not needing a sitter, how was I supposed to get anything done with a newborn around? Could I handle a part-time schedule and still pull in enough money? Could I stop working and still feel fulfilled – especially on a limited budget? Many moms don’t even have the option to stay home, so while I felt extremely fortunate, it was one of the most difficult decisions I’d ever made. In the end, I chose to work part-time, telling my husband and my boss, “I don’t want to run myself to the point of exhaustion and still end up feeling like a crappy mom and a crappy employee.”
I’ve had the working mom vs. SAHM conversation with friends before, and just like survey results showed, the majority of my mommy friends wished that they could quit their jobs and stay home with their kids. But as a generation, we were encouraged to go well in high school so that we could go to college. We were encouraged to study hard and have six internships so that we could break into a successful career. And we were encouraged to put work above everything else in order to reach Girl Boss status.
So when it comes to staying home with our kids, even though most of us want to, and society believes it’s best for the child… we’re left with a ton of guilt about it.
Of course, working moms feel the guilt, too. They have to think about missing the little moments to provide for their family.
While I could write a book on this stuff, I think a major takeaway for me from these stats is that we have GOT TO STOP acting like our path to motherhood is the only path that exists. We’ve got to stop striving for perfection, comparing ourselves to others, and putting other moms down because they do things differently than us.
Millennial moms, and all moms, love their kids, and that’s what matters. No statistics required, there.